Times of India supreme Samir Jain is reported to have said in a seminar that he is not very particular whether his reader his newspaper but he is keen that he delivers his advertiser to the buyer of his product. That is the new paradigm shift in Indian advertising today. The difference between advertising and journalism is changing fast. Earlier the editor didn’t care from where the money came to bring out his newspapers. Today he is called the editor of a particular market space like editor, Delhi market. This credit line goes in the print line. There are many editors who help their marketing department to sell space. There are correspondents who organize supplements of their newspapers with the help of state governments and union ministries. The newspaper like Hindustan Times and Times of India bring out daily supplements on fashion and lifestyle where write-ups on consumer non-durables are followed by the marketing departments. At another level the advertisements have become bolder and more beautiful. Nothing is being left for imagination in the advertisements of Kama-Sutra condoms and some lipstick and male briefs brands. Such advertisements are being shown on TV and printed in newspapers as well. Even children get exposed to them who in turn embarrassing questions. NDA’s Information and Broadcasting minister Ravi Shankar Prasad tried to impose some ban on such advertisements but the fraternity didn’t oblige. The business of advertising in India has also touch an unprecedented high. There is a mad race for a slice in this big pie. Every day there is a new media outfit ogling at this booty. Thus the story of advertising is being rewritten by the Indian media. This book takes a closer look at these changes. It is a must for the students of all variety.
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