Print advertising repositions for AI

Globally, print advertising is expected to decline by 5.7% in 2026, reflecting advertisers’ growing preference for measurable, data-led platforms. However, India presents a contrasting and more nuanced picture. The TYNY forecast indicates 4.4% growth in print advertising in India, driven by the medium’s continued relevance in high-trust environments such as news, finance, education, government communication, and regional markets

This divergence underscores print’s unique role in India as a credibility anchor within an increasingly fragmented media landscape.

The TYNY 2026 report further positions print as a medium that can evolve from ‘presence’ to ‘precision’. As advertising effectiveness shifts toward signal-based, context-rich engagement, print’s strengths — attention quality, brand safety, and local relevance — become strategic assets rather than limitations

In a privacy-first era shaped by India’s Digital Personal Data Protection Act (DPDPA), print also benefits from being inherently compliant, avoiding the consumer trust risks associated with data misuse.

Importantly, the rise of AI-driven content systems and commerce-led media does not marginalise print; instead, it reframes its role. Print is increasingly effective when integrated into omni-channel strategies — supporting search credibility, reinforcing brand authority, and amplifying high-intent moments in the consumer journey. Categories such as FMCG, BFSI, education, retail, and SMEs continue to leverage print for its ability to influence consideration and trust, particularly in tier-II, tier-III, and rural markets where consumption growth is accelerating.

In conclusion, while print may no longer dominate media plans by volume, its strategic value in India is rising. As advertising moves toward intelligence, trust, and contextual relevance, print advertising is poised not for decline, but for purpose-driven resurgence within a modern, integrated media ecosystem.