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ECONOMY |
A Decade Of Advertisement Advertisement business is getting more and more competitive By A CORRESPONDENT
With the advent of economic liberalization, the organized advertisement, too, witnessed a phenomenal growth recording around a billion rupees worth of turnover annually. After the establishment of Association of Advertisement Agencies of Nepal (AAAN), the otherwise scattered business of advertisement turned into an organized and systematic job. "In the last ten years, AAAN has been able to organize Nepalese advertisers under one umbrella to promote the business," said Bhaskar Raj Rajkarnicar, President of AAAN, at a press meet. "The coming decade will be more challenging and tough for Nepalese advertising agencies." When AAAN came into being in 1989, the advertisement market was very small and limited. There were only two government-owned daily newspapers and among the electronic media there were only Radio Nepal and Nepal Television. Following the restoration of democracy, the situation changed dramatically. Number of broadsheet newspapers increased and so did the number of private FM radio stations and Television channels. Today there are six daily newspapers and about half a dozen of FM radio stations. The opening of media houses expanded the volume of advertisement businesses making it one of the most competitive sectors. As advertisement is closely linked to creativity, there is now a fierce competition among the advertisers to be more creative. More the creative works, better the business prospects. "We have seen many ups and downs in the last ten years. Although advertisement is now one of the biggest industries, it is yet to get recognition," said Rajkarnicar. Although Nepal has a decade long history of organized advertisement, there is still lack of national policy on advertisement. "We need to have a national advertisement policy which must clearly point out the scope and area of advertisement," said Rajkarnicar. |
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