To print or not to print: Indian English newspapers and the ensnaring economic quandary

Indian newspapers have been on a growth trajectory, while markets in developed countries are witnessing dwindling circulations. This study investigates the reasons behind the survival and growth of Indian English newspapers. Through examining the circulation of newspapers and interviewing experienced experts from the industry, this study provides insights on the emerging circulation trends and its consequences. Findings reveal the existence of a specified bracket or print-run range for maintaining positive cost–benefit ratio and profitability. This specific range is termed as the “Conundrum Range”. After the revenue from advertising and other sources for a particular day is locked, Indian English newspapers make a deliberate decision to stay within this range while deciding about the quantity of newspaper copies to print the next day.