By: Amaan Kazmi
Last updated : December 05, 2017 6:53 pm
As media investment opportunities dry up and advertising brands pull back spends, media owners in Nagpur are running out of options to stay afloat in business. A common industry platform to remedy the situation is perhaps the need of the hour, say some owners
Suryakant Jaiswal of Make Advertising told Media4Growth that OOH business in the city is on a downslide as there are no new tenders for media coming up and brands are also not opting for regular campaigns.
In the usual run the time from Diwali until Christmas week delivers a big windfall to OOH business but this year the brand spends have been on a low key.
Sell Ads Outdoor Advertising attributes the dip in business to the impact of GST rollout. The wedding season, which also spurs significant brand spends, has also been rather sombre this year.
Local advertising brands act as a bulwark in most markets but they too have pulled back their spends. Educational institutes are perhaps few of the regular outdoor advertisers now.
K K Advertising spokesperson asserted that some of the national specialist agencies have opted to do business selectively with a few media owners in the city and that has curbed healthy competition. “Even when we offer a media package at attractive terms, there are no buyers,” he said.
When asked what would be the remedy for this situation, he said that there is no common platform for the media owners in the city to take up the common cause and so the onus is on mass media to highlight the industry’s grievances.