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Aditya Sinha: It's simple. Just blame the media
Updated On: 06 June, 2016 07:32 AM IST | | Aditya Sinha
<p>Despite media pervasiveness, it is lately everyone’s favourite whipping boy</p>

A current paradox is that while everyone seems to hate the media, in India newspaper readership is growing (5.04 per cent annual growth), digital media is expanding (about 30 per cent year on year), and more are watching TV news (Arnab’s mouth gets bigger and louder). Mary Meeker’s 2016 Internet trends report says that even in the USA — where the New York Times is undergoing tectonic changes in publishing and editorial leadership, or where a proposed takeover by USA Today-owning Gannett newspapers of Los Angeles Times-owning Tribune Publishing Company is now in doubt — the advertising expenditure in a newspaper (16 per cent) exceeds the reader’s time spent on it (four per cent). Compare that to 36 per cent time spent on TV with 39 per cent of ad-spend, or 22 per cent of time spent on the internet which gets 23 per cent of ad-spend. Americans spend 25 per cent of their time on mobiles which generate only 12 per cent ad-spend (the Chinese are ahead here).

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