Corporate and Brand Image advertising dominated the print media between January and March 2004. It was the largest advertiser in both newspapers and magazines.
The other common advertisers between newspapers and magazines were automobiles (cars and jeeps), insurance and the travel and tourism industry. These are the findings of the data collated by AdEx India, a division of TAM Media Research.
The AdEx analysis, covering more than 450 newspapers and 200 plus magazines that the research agency monitors, shows that other than the categories mentioned above, the top advertisers and brands in newspapers and magazines were distinctly different.
In newspapers, two wheelers were the second largest category of advertisers while publications and books grabbed the same spot in magazines. Magazines also score high on liquor and garments advertising.
Airlines and jewellery brands are the other major advertising categories in magazines in this quarter. Educational institutes, social campaigns and events used newspapers for publicity as did property and real-estate developers.
In the telecom sector, the advertising divide is quite distinct: while the cellular phone services ranked sixth in newspapers, the handset manufacturers focused on the magazines. In the first quarter, the newspapers also