Das ka Dum with Dr Bhaskar Das | Is the rah-rahing by newspapers about number of pages misplaced? While the ad volumes increased, the yields given lower ad rates have gone down? Is this true? And if it is, do you think newspapers will be able to bring up the price in future?

20 Aug,2020

Bhaskar DasSo this question was asked before we did the interview with Partha Sinha which we published on Tuesday. And even though the Response Big Boss responded to the question, we thought it was appropriate to carry this. So here’s the August 20 edition of Das ka Dum with Dr Bhaskar Das. Read on…

 

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Q. There are many who believe that the rah-rahing by newspaper companies about the number of pages is misplaced. While the ad volumes increased, the yields given lower ad rates have gone down? Is this true? And if it is, do you think newspapers will be able to bring up the price in future?

 

A. Why should one object to any celebration, even if it appears too early to do so. After a famine of advertising volume, such a gush of business is expected to be seen in a positive light. While yield is a critical variable for the economics of a business, the priority at this juncture, I presume, is rebooting trial after a hiatus. Briskness of business activities is good for the economy in general and for any format of delivery in particular. It’s better to have such positive outlook when gloom and doom seem to be a dominant sentiment, all around.

 

 

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