History of advertising in Nepal

We can view the history of advertising in Nepal between two periods;
1) Pre-2007 BS (pre- 1951AD) and
2) Period 2007-2046(1951-1990 AD)

Pre-1951AD (Pre- 2007 BS)

Nepal’s first printed form of advertisement in Nepali language was published in a cover page of a book called Mokshashiddi, by Krishna Giri in 1919 BS. This advertising announced another book being brought out by Nepal Manoranjan Press, which is the only authentic document on advertisement of Nepal. Likewise, the second advertisement was found published after twenty-six years in 1945 BS. It was announcement of forth coming monthly publication ‘Gorkha Bharat Jivan’ in the cover page of book ‘Hasya Manjari’ printed from Baneras. One of the most important and influential advertisements in Nepal was published during 1950s BS in Sudha Sagar, considered as the first newspaper of Nepal announced the publishing of a book viz. ‘Nalopakhyan’.

Gorkhapatra appeared on 24th Baishak, 1958 as a weekly newspaper; in its first publication it published the rate for advertisement in the paper. We can say that advertisement was recognised as the source of revenue for the media even while publishing Gorkhapatra. Since then, in the name of public notices, government orders and sanad advertisements were seen in the newspaper. The first commercial advertisement was published in Gorkhapatra in 1984BS. The advertisement thanked Shree 3 Maharaj and announced on the opening of new petrol shop. In 1985BS, another commercial advertisement was published in the name of ‘The Himalyan Motor Trading Company’. Bhet Narayan of Kathmandu provided both the above advertisements.

Period 1951-1990 AD (2007-2046 BS)

The Rana Regime came to an end on 7th Falgun, 2007 BS. This resulted in the establishment of democratic system in the country. The new political system in the country brought significant changes in media, especially towards the rise in quantities of newspapers and rise in readership, these factors created an environment for advertising in the newspapers. But lack of industrialization and economic development in the country made it difficult for the publications to get independence and develop professionalism. The newspapers were either supported by the political parties or were government owned.

A Press Commission was formed to in 1957 and reported that “Newspapers need to be given government advertisements of government offices, departments and secretariats.” After the election of 2015 BS, the government of B.P. Koirala supported the newspaper categorizing into four levels. The government started providing government advertisement to the newspapers from 16th Magh 2016 providing monthly amount Rs. 600 to Rs.200 by Information Department. This policy was continued even during the Panchyat System introduced in 2017BS. Advertising in radio started after the establishment of Radio Nepal on 27th Chaitra, 2007BS. The advertisement broadcast in the radio was charged according to words.

In 2027/2028 music was used for advertising. The early advertising was mostly broadcast live but after the construction of Photo-concern studio, advertisement was then recorded here. Likewise, Ratna Recording Sansthan operated advertising service in the country and paid the total cost. Television advertising started after the establishment of Nepal Television on 17^th Magh, 2041, test transmission was conducted from 29th Shrawan 2042 to 14th Poush 2042. During this period advertising was broadcast from the Nepal Television.

Likewise, advertisements were also broadcasted through cinema halls. The cinema halls started in 2006BS. The advertisements were in the format of slides. Advertising Agency also supported the development of advertising in Nepal. ‘Nepal Advertisers’ was the first advertising agency established in 2017 by Laxman Upadhya. It provided artistic and attractive advertisement to the newspapers.

Likewise, Shree Keshav established the second advertising agency in 2020 Lamichane viz. Nepal Printing and Advertising Agency. This agency handled ads of some major clients such as Janakpur Cigarette Factory, Royal Nepal Airlines Corporation and Nepal Bank Ltd. In 2022BS Kishor Shrestha established International Advertising Service as third advertising agency. In the period between 2007 and 2046, Nepal faced two systems of ruling i.e. the Democratic System from 2007-2017 and the Panchyat System of ruling from 2017- 2046, in the direct control of the king. During both periods the government in the country, in the name of providing assistance to the newspapers and to make the newspapers impartial wanted to influence the newspapers. Advertising could be one of the means to gain support from the media.

After 1990 AD (2046 BS)

The situation after the restoration of democracy in 2046 (1990) paved the way to the development of private media. The open economic and market policy, international relationship, credibility of print media, rise in the number of newspapers and the electronic media all increased the volume of advertising. Today advertising has been recognized as the cornerstone for development of media.

The rise in newspapers, FM radios and television channels after 1990 has brought competition in the media in search for more advertisement. Towards the beginning of 1990s government owned media were main hosts for advertising products because of their large circulation, reach and capacity. But after the decade of 1990’s, the rise in private media has enlarged the market and transaction of advertisement. However, there have not been significant studies on the market of advertising in Nepal even today.

According to AAAN, there are about 500 advertising agencies in the country, among them only 100 ad agencies are functioning. But the transaction in advertising agency is of vast difference. The ad agency has 40 to 45 per cent of total advertising share. There are about 10-11 big ad companies, which have full capacity to produce advertising for print, audio and visual. The economic condition of the country determines the advertising industry, due to economic crisis advertising has decreased by 10-15 per cent in the present situation, and one of the reasons is the Maoist conflict. But if this trend of economic setback continues with the existing numbers of media, it is difficult for media to sustain with the present advertising turnover. Research in advertising is the major factor that helps boost the product using the particular media, to reach the target group. But the research trend in advertising is negligible. It could be because launching the product through the research process is very costly. It is also because of lack in research many advertisements produced by the many of the companies and the government ads are banned.