AIDEM Ventures has introduced REYIELD, a new print monetisation practice developed in collaboration with industry executives Sujoy Ghosh and Amit Ray. The initiative extends the company’s established regional broadcast playbook into India’s print ecosystem at a time when publishers are contending with pricing pressure, lapsed advertiser accounts and shifts in overall advertising demand.
AIDEM estimates that the regional print segment holds between INR 500 crore and INR 700 crore in recoverable or reactivatable advertising potential. REYIELD is framed as a discipline-led methodology designed to help publishers capture this opportunity through structured, data-driven interventions. Ghosh, strategic advisor for AIDEM–REYIELD and a former senior executive at The Times of India and Hindustan Times, said regional print can still unlock value when positioned with precision. He noted that REYIELD aims to strengthen publisher narratives, rebuild category presence and reinforce advertiser confidence.
AIDEM’s track record has been shaped primarily in regional broadcast, where it has supported networks in accessing national advertisers, building new categories and maintaining competitive yield. REYIELD brings this approach into print, acknowledging that regional credibility and market geography continue to influence buying decisions.
Ray, who heads monetisation and research strategy for the practice and has chaired the MRUC Technical Committee, said publishers now face more stringent evaluation from metro buying centres. He added that future print growth will depend on segmentation, pricing discipline and narratives aligned with the priorities of metro-based decision makers.
Karan Gupta, managing director at AIDEM Ventures, said the move into print aligns with the firm’s broader expansion strategy. He noted that REYIELD is intended to provide both strategic guidance and operational execution, enabling publishers to defend yield, activate new categories and pursue sustainable growth.
The REYIELD mandate includes yield optimisation, pricing governance, dormant advertiser reactivation, category development and the creation of sales structures suited to fragmented demand. Positioned amid evolving print and digital economics, REYIELD offers publishers a data-oriented framework aimed at stabilising and expanding revenue performance.