Why Advertisers Overlook Language Media in India’s Growth Markets

The debate between language media and English media is never-ending across the advertising and media industry.

As a publisher of a language daily, I continue to seek answers to two fundamental questions:

1. Why do many advertisers prefer English newspapers over language newspapers to reach their audiences?
2. Why are advertisers willing to pay significantly higher rates to English media compared to language media?

These questions become even more relevant when marketing professionals and advertising agencies consistently state in industry forums that India's future growth lies in Tier-2 and Tier-3 cities.

If that is truly the case, why does a substantial share of print advertising continue to flow into English newspapers?

The reality is that English newspaper circulation in most Tier-2 and Tier-3 cities is relatively limited when compared to language newspapers. In fact, language dailies enjoy far deeper penetration and stronger local engagement across these markets.

Another common argument is that English newspapers provide "national reach." However, if we examine the Indian print landscape closely, only a handful of English dailies have a significant multi-state presence. Language newspapers, collectively, offer far greater regional depth and audience connection.

For decades, the print industry has relied on circulation as the primary measure of reach. Yet, over the last several years, many leading English newspapers have chosen not to participate in circulation audits conducted by the Audit Bureau of Circulations (ABC). In Tamil Nadu today, no major English daily carries ABC certification. This naturally raises questions about transparency and the industry's changing dynamics.

Despite repeated claims that growth opportunities lie beyond metropolitan markets, several national brands continue to allocate a disproportionate share of their print budgets to a few expensive English newspapers. Industry conversations often reveal that such investments do not always generate proportionate results.

Is this a case of herd mentality? Or is it simply reluctance to adopt a different media strategy?

Brands such as Amul, Tanishq, L&T, Meta, Ray-Ban, Milky Mist, Durian Furniture, Vivo, Mondelez, Wildcraft, JSW Paints, Onida, One Plus mobiles, Google, Yippee, Mankind Pharma and are often seen predominantly in English newspapers. Some may use language newspapers selectively, but the allocation remains heavily skewed.

This raises an important question: if growth is expected to come increasingly from non-metro markets, why are language newspapers not receiving their fair share of advertising investments?

Consider sectors such as infrastructure, renewable energy, jewellery, food products and consumer goods. Their achievements, innovations and offerings deserve to reach consumers across smaller cities and towns. Language newspapers provide the most effective platform to communicate with these audiences.

Furthermore, local and regional advertisers overwhelmingly prefer language newspapers. This itself is a powerful endorsement of the effectiveness and influence of language media. If regional businesses trust language newspapers to drive results, why do many national brands remain hesitant?

Beyond the metros exists a large, aspirational consumer base with significant purchasing power. Agricultural income, thriving small businesses and strong local economies contribute substantially to consumption growth. These consumers actively purchase gold, consumer durables, food products, automobiles and lifestyle goods.

This is where it is important that numbers do matter when it comes to the moolah spent.  No one want to believe on real numbers like ABC, but take shield in readership numbers, which is an extrapolation of a sample.   This clearly shows that, English media is perception led and not based on facts.  The investor reads and hence he or she perceives that the entire world reads. Will this at least change for markets other than that of Metros, if the sales numbers needs to improve further?  

If brands genuinely want to connect with these markets, language newspapers should be an essential part of their media strategy—not an afterthought.

The industry needs to reassess how advertising investments are allocated. Greater investment in language media is not merely beneficial for publishers; it is likely to improve advertising effectiveness and return on investment for brands themselves.

The power of language media is evident. The audience is present. The purchasing power is real. The opportunity is substantial.

Perhaps the time has come for advertisers and agencies to align their media investments with the very growth markets they frequently speak about.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.