Perhaps it was the Diwali aura of goodwill, but Christmas has come early for some Indian news publishers, who learned central government will increase what they pay for print media advertising by more than a quarter.

The last time such rates were increased was in 2019, when they rose 25 per cent.

Official sources disclosed the 26 per cent increase follows detailed cost analysis, and will take effect post-elections. The move is expected to be made official once the Model Code of Conduct for the Bihar Assembly elections is lifted, expected after November 15.

Reports say the increase is part of a broader government effort to support traditional media segments, especially the print industry, which has been facing financial stress due to rising input costs and the growing dominance of digital platforms. Coming after six years, the increase is seen as an attempt to align rates with the current economic realities faced by publishers across the country.

Reports said the “much-needed relief” for print publishers is expected to contribute an increase of almost three per cent to large publishers such as DB Corp, which publishes Hindi daily Dainik Bhaskar (pictured top) and its Gujarati and Marathi stablemates.

NDTV Profit reported that the publishers affected – including HT Media and DB Corp – derive more than three-quarters of their reveneue from printing and publishing. For DB Corp, print advertising accounts for almost two-thirds of ad revenue, with government ads contributing 17-25 per cent of the print ad income.

The government is also working on a broader restructuring of its communication departments, with plans to integrate the press information bureau (PIB), the Central Bureau of Communication and the Registrar of Newspapers for India.

Reforms in the radio and television sectors are also being considered, including steps to address regulatory challenges and improve transparency in the television rating points system.

However, questions have been raised about whether the 26 per cent increase will be enough to fully offset rising production costs – especially for small regional newspapers – and whether rates will also be increased at state government level.

News agency ANI said the measures reflected “the government’s broader aim to stabilise traditional media businesses and ensure their competitiveness alongside emerging digital platforms”.

And as BW Marketing World put it, “overall, the proposed increase in print advertising rates signals the government’s continued acknowledgement of the importance of print journalism in India’s communication ecosystem”.