As regional print gains momentum, Uday Jadhav, CEO of Sakal Media Group, shares how the brand is driving double-digit growth through hyperlocal strategies, innovative ad formats, and a deep understanding of Maharashtra’s evolving market. He also explains why print is not just back but built for the long game.
Q) Print has seen a comeback. What kind of growth have you seen in the past one year for your print business, and what were the factors/initiatives on a company and market level that led to this change?
Over the past year, Sakal has experienced a double-digit growth in print revenue, driven by a resurgence in reader trust, the recovery of local economies post-COVID, and increased advertiser confidence in hyperlocal targeting. Internally, we adopted a content-first strategy with revamped city and district pages, introduced localised supplements, and invested in community-driven journalism. On the market level, urbanisation and migration from rural to urban areas have created new regional markets and expanded the advertiser base—especially among SME who now view regional urban hubs as high-potential zones. Our structured outreach and deep market mapping have helped reposition print as a trusted and impactful medium.
Q) With the increasing demand for print advertising, have you observed a corresponding rise in ad rates for Sakal’s publications? How does this trend compare between regional publications like Sakal and national English-language newspapers?
Yes, we’ve observed a moderate yet consistent increase in ad rates—in the range of 8–12% across key editions, with certain high-demand categories now exceeding even pre-COVID levels. While national English-language dailies have also seen a rate correction, regional publications like Sakal continue to offer higher cost efficiency and deeper audience engagement. Our strength lies in targeted local access, enabling advertisers to reach high-intent readers more precisely. This makes regional print not just a cost-effective option but a strategic medium for sustained brand building.
Q) Which new sectors have emerged as significant advertisers in Sakal’s print editions recently, and which traditional categories continue to maintain a strong presence?
New sectors such as ed-tech startups, e-commerce platforms, EV manufacturers, and D2C FMCG brands have increasingly started leveraging Sakal’s deep regional reach. These industries are keen to tap into tier-2 and tier-3 markets, where consumer awareness and purchasing power are steadily rising. Sakal offers them a trusted, hyperlocal medium to build credibility and scale their presence across Maharashtra and Goa. Meanwhile, traditional strongholds like real estate, government schemes, retail chains, education, and healthcare continue to maintain robust advertising presence. Additionally, political campaigns and agri-input brands have seen renewed momentum, particularly around election cycles and seasonal agri peaks, reflecting the evolving priorities of both local governance and rural economies.
Q) Sakal’s stronghold in Maharashtra and Goa gives it deep hyperlocal reach. How is the group leveraging this regional strength to attract both national and local advertisers, especially in light of the renewed interest in print?
Sakal’s hyperlocal editorial model, supported by dedicated district bureaus and region-specific editions, enables precise area-wise targeting for advertisers. We’ve further strengthened this with flexible advertising packages that seamlessly integrate print, on-ground activations, and digital extensions, ensuring cross-platform visibility and impact. Our deep cultural understanding across regions allows us to curate localized events and community engagements, which have become powerful brand touchpoints. For national advertisers, we offer ‘Glocal’ campaign strategies, where a central brand message is adapted to resonate with regional sensibilities. For local advertisers, we provide cost-effective, vernacular campaigns that deliver measurable outcomes.
This dual-pronged approach—combining scale with cultural depth—has proven instrumental in expanding and diversifying our advertiser base.
Q) In today’s digitally driven environment, why do you think brands are rediscovering the value of print? Is this resurgence short-term or the start of a more sustained revival for the medium?
Brands are rediscovering print because it offers credibility, attention retention, and undivided focus—qualities that are becoming rare in digital media. In an era of content overload and misinformation online, print is seen as trustworthy and permanent. The tactile experience of a newspaper adds to its premium perception, especially in regional markets. Moreover, print enables long-form storytelling and brand association with heritage—both of which are appealing for premium positioning. We believe this is not a temporary bounce-back but the beginning of a hybrid media era, where print will continue to play a foundational and trust-building role in brand campaigns.
