The government of India is reportedly preparing to increase its print advertisement rates by 26%, according to multiple news publications. The official notification is expected once the Model Code of Conduct ends following the Bihar Assembly elections, likely in mid-November, the media reports said, quoting sources.
This revision marks the government’s first major rate adjustment for print media since January 2019, when a 25% hike was introduced. That structure was intended to remain in effect for three years. Although a rate review committee was formed in 2021, the update has been delayed, leaving many publishers waiting for financial relief.
The move is widely seen as an attempt to bolster the print media industry, which continues to grapple with rising production costs and shrinking advertising revenues as audiences and advertisers migrate to digital platforms. Small and medium-sized newspapers, in particular, are expected to benefit most from the revised rates.
The initiative is part of a broader strategy by the Ministry of information and broadcasting to reinforce traditional media sectors, including radio and television, amid sweeping shifts in India’s media landscape.
Once approved, the new rates will be implemented through the Central Bureau of Communication (CBC)—the agency responsible for managing government advertising—formerly known as the Directorate of Advertising and Visual Publicity (DAVP).
Industry bodies such as the Indian Newspaper Society have been demanding a revision due to a sharp rise in input costs and the contraction in ad volumes. Government advertising serves as a major source of revenue for small and medium publications struggling to stay afloat, especially after the pandemic.
