We often see a lot of stories woven around the 'two brothers' theme on our TV sets or in magazines. One brother achieves a great deal of fame and fortune. The other brother only manages to live in his shadow. Rarely do all siblings achieve equal prominence.Ironically, the script seems to have played out within the media and entertainment industry itself. Some segments have achieved far more prominence than the others. Take the case of the Indian print industry.
Not just newspapers
India has a readership base of over 250 m. That makes it the second largest print market in the world. It can be segmented into newspapers, magazines, special interest publications, directories such as (yellow pages, exporters' guides and city guides), custom publishing and printing solutions. However, the newspaper segment, the famous brother, receives all the attention. But it looks like soon the other segments will soon carve their own place under the sun. Here's why:
Little wonder then, we believe the best days of the non-newspaper print sector in India lie ahead.
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