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Loans contributed 7 per cent share in banking/finance/investment sector, with 25 per cent dip in advertising volumes on print in Jan-Sep 2007 over Jan-Sep 2006. Share of private players increased from 75 per cent in Jan-Sep 2006 to 80 per cent in Jan-Sep 2007. Q1 and Q3 of 2007 saw maximum advertising by private players and PSUs, respectively – private players offered maximum of housing/construction loans, whereas PSUs preferred advertising with multiple loans. Forty five per cent of advertising was observed on regional language publications, followed by English and Hindi publications with 30 per cent and 25 per cent share, respectively.