How ₹5 Crore Daily Ads Reveal the Hidden economics of Political media in India”
At first glance, six full pages of praise in a newspaper might seem like an eccentric display of devotion. But the economics behind these advertisements reveal a far more concerning trend. If each full-page ad costs around ₹4 lakh, a single newspaper edition could cost ₹24 lakh, and the nationwide spread across 20 newspapers could hit ₹5 crore. That’s ₹5 crore of public funds redirected toward glorification instead of public welfare.
From a media economics perspective, this is a masterclass in creating mutually dependent incentives. The government provides high-value advertising contracts, which keep newspapers financially healthy. In return, media outlets provide extensive coverage, often without scrutiny. This relationship transforms independent news platforms into extensions of state messaging—a subtle, modern form of temple-building using paper and ink.
The counterintuitive insight is that this lavish spending may not increase political loyalty, but it guarantees media compliance and visibility. The more extravagant the pages, the more journalists and editors are incentivized to avoid criticism. Essentially, the government is monetizing reverence while leveraging mass media as a channel of influence.
Public funds, ideally meant for welfare, infrastructure, and development, are siphoned into what could be termed “propaganda infrastructure”—full-page ads, fancy spreads, and symbolic devotion. Meanwhile, real social issues remain underfunded, and the effectiveness of this media strategy isn’t measured in public approval but in control over the narrative.
This isn’t mere spectacle. It’s a calculated economic and psychological strategy. Each ad functions as both a ritualistic symbol and a media reinforcement tool. For the attentive observer, it’s a clear demonstration of how economics, politics, and media collude in modern India.
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