New Delhi. In the digital age, the Ministry of Information and Broadcasting has approved amendments in the rate structure of advertisements issued by the government to strengthen the ecosystem of print media. The government took this decision in the digital age while digital media is still being ignored. In this amendment made by the Ministry, a 26 percent increase in the rates of government advertisements has been announced. Additionally, new premium rates and preferential conditions for color advertisements have been implemented. Now the government advertisement rates have been increased from Rs 47.40 to Rs 59.68 per square cm, which is an increase of 26 percent. These rates will be applicable in respect of black and white advertisements for one lakh copies of daily newspapers. The Ministry has approved separate premium rates for color advertisements, which will provide an opportunity to media houses to earn additional revenue.
This revision in the rate structure for print media has been made under the Central Bureau of Communications (CBC). CBC conducts publicity campaigns for various ministries and departments of the Government of India. Earlier, advertising rates in print media were last revised in 2019. Now, this new rate structure is being implemented based on the recommendations of the 9th Rate Structure Committee.
The committee has made these recommendations considering inflation, newsprint prices, salaries and other costs.
The committee also took into consideration the suggestions of associations of small, medium and large newspapers, such as the Indian Newspaper Society (INS) and the All India Small Newspapers Association (AISNA). These amendments will provide necessary financial support to the print media, so that newspapers can maintain their operations and do quality journalism.
This increase in advertising rates will make print media stronger than other media platforms and help in the financial sustainability of the media. This will enable creation of better content in print media and contribute effectively to public interest. Through this step the government recognizes the importance of print media and can effectively target communication strategies.
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