To address the issue of surging prices for domestic and imported newsprint alongside rising operational and production costs that have put a huge economic strain on newspaper houses, the Indian Newspaper Society (INS) has advised its member publications to levy a uniform 15% advertising surcharge starting 1 August 2026.
This recommendation, approved at the 665th executive committee meeting in Mumbai on 17 July 2026, and formally issued via an advisory on 22 July 2026, has triggered questions from media planners and advertising agencies in the absence of the latest measuring metrics or readership currency.
The last Indian Readership Survey (IRS), which used to be a benchmark for media planners to determine ad prices, happened in 2019, before the Covid-19 pandemic. A fresh pilot survey in two cities, approved by the Media Research Users Council (MRUC) to test integrated print and digital data collection in the wake of changed readership habits, is yet to begin.
Publishers have been advised to provide written advance notice to advertising agencies to prevent billing disputes or invoicing hurdles. Reports said it is a temporary recommendation for member publications rather than a mandatory fixed market rule.
“We would like to bring to your attention that at the 665th executive committee meeting of the society held on 17th July 2026 at Mumbai, members expressed concern about the steep increase in the cost of newsprint, both indigenous and imported, and an increase in other input costs due to which their operations are reeling under severe economic pressure. Taking note of the serious situation, the committee, after deliberations, decided to recommend to the members to levy a surcharge of 15% on the advertisements appearing in their respective publications with effect from 1st August, 2026,” INS stated in an official notification.
“In the absence of any written communication from the publications, the advertising agencies may face issues in raising the bills to their clients, inclusive of the surcharge. In view of the same, it is advisable that the member publications implementing the 15% surcharge are requested to timely inform the advertising agencies by giving a clear notice of its implementation. Members would appreciate that this action would help foster good media agency relations,” INS stated.
