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N ewsp ap ers: a booming industry for a rising middle class At a t ime w h en some renow ned W est ern A p romising future T op countries by newsp ap er sales new spapers h ave dow nsiz ed or sh ift ed R egional langu age new spapers are t o online edit ions, t h e Indian new spaper ex pect ed t o ach ieve dou b le- digit grow t h 1 . India indu st ry is b ooming. in t h e nex t 1 0 y ears as millions of new ly 2 . China T he world’ s biggest newsp ap er lit erat e cit iz ens in mid- siz ed t ow ns 3 . J ap an market ch oose new spapers as t h eir primary sou rce of informat ion. Among t h e t op 4 . U nited S tates T h e Indian new spaper indu st ry is divided local- langu age dailies ( ex clu ding H indi int o t w o mark et s: regional new spapers and E nglish ) , Manorama in K erala is read 5 . Germany ( mainly in H indi, su ch as Dainik Bhaskar in M alay alam and t h e Daily Thanthi in and Dainik Jagran) , and E nglish T amil, w h ile Lokmat gat h ers a M arat h i S ou rce: W orld Associat ion of N ew spapers and new spapers, inclu ding The Times of India, au dience in t h e M u mb ai h int erland in t h e N ew s P u b lish ers t h e w orld’ s largest circu lat ion E nglish st at e of M ah arash t ra. langu age new spaper, and t h e Hindustan S ince int ernet penet rat ion remains poor Times. D emocrat ic India h as h ad a long in India — 8 0 % of t h e popu lat ion st ill lack s `iktory of hrint neok3 t`e firkt neokhaher int ernet access — Indian new spapers, w as fou nded more t h an 2 3 0 y ears ago. w h ich can b e delivered for less t h an T oday , t h ere are more t h an 8 2 , 0 0 0 U S $ 2 a mont h , are mu ch more accessib le new spapers. India is already t h e w orld’ s for a fast - grow ing middle class. b iggest mark et w it h 1 1 0 million copies sold daily . R eadersh ip is even great er, T h is is encou raging advert isers t o spend as each copy is oft en sh ared b y several more on print . T h ey h ave discovered t h e readers. vast diversit y of vernacu lar print media A recent st u dy from t h e F ICCI su ggest ed and it s ab ilit y t o reach consu mers in t h at t h e valu e of t h e Indian new spaper t`rivin_ eedime%kired citiek& ;lakkified indu st ry h as grow n b y t w o- t h irds in t h e advert isement s in local papers h ave past six y ears. In 2 0 0 5 , t h e t ot al indu st ry largely replaced t radit ional mat ch mak ers w as w ort h U S $ 2 . 6 4 b . T h is rose t o in findin_ earria_e hartnerk for yomn_ U S $ 4 . 3 7 b in 2 0 1 0 . men and w omen. N ew spapers play an import ant social and edu cat ional role in India; b u y ing a paper is oft en seen as h elpfu l in edu cat ing ch ildren. | Cultural times L`e Õrst _dobad eah o^ cudturad an\ creatine in\ustries 3 7

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