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Govt to double ad rates, but minimum basic salary for journalists a must: Mahfuj Alam

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  Published in Media and Entertainment on Sunday, October 26th 2025 at 9:55 GMT by The Daily Star
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The new advertisement tariff

The new ad‑rate schedule, published in a government gazette on Tuesday, raises the cost of a full‑page ad in a daily newspaper from 150,000 Bangladeshi taka (BDT) to 300,000 BDT. A half‑page ad will now cost 90,000 BDT, up from 45,000 BDT, while a quarter‑page ad will see its price rise from 30,000 BDT to 60,000 BDT. Similar increases apply to color ads, classified sections and banner ads in weekly magazines. The rate hike is officially framed as a “necessary revenue‑generation measure to meet rising public‑service expenditure and counter inflationary pressures.” The Ministry cited the steep cost of paper, ink, and distribution logistics – which have surged by roughly 18% over the past two years – as the primary driver behind the adjustment.

Government spokesperson Rezaul Karim said that the new tariff would help “bridge the budget deficit and fund essential public services such as healthcare, education and rural electrification.” He also pointed out that the advertising market is still sizeable in Bangladesh, with an estimated 12,000 ad placements per month across the top 30 newspapers. According to the ministry, the tariff hike would bring in an additional 1.2 billion BDT in annual revenue.

However, print media owners have expressed concern that the higher rates could render advertising less attractive, especially when digital platforms continue to dominate consumer attention. “The market is already highly price‑sensitive,” warned Sharmeen Begum, CEO of the Dhaka Daily Press Group. “Raising the ad‑rate by 100% will only deepen the decline in print advertising revenue and accelerate the migration to online outlets.”

Raising the minimum basic salary for journalists

While the ad‑rate hike is aimed at bolstering state coffers, the simultaneous increase in the minimum basic salary for journalists is intended to address long‑standing concerns about under‑paying news professionals. The new scale sets the minimum basic salary at 55,000 BDT per month, up from the previous 45,000 BDT. The raise is said to apply to all journalists employed in daily newspapers, magazines, television and radio as well as freelance reporters who are officially registered with the Bangladesh Union of Journalists (BUJ).

The union’s president, Anisul Haque, welcomed the increase but warned that the new salary will only be “adequate if the overall remuneration package is reviewed comprehensively.” He added that the rise “will bring more professional journalists into the industry and help preserve editorial quality.” Yet, critics argue that the pay increase, while symbolic, is unlikely to keep pace with inflation or the cost of living in Dhaka, where the average rent for a one‑bedroom apartment alone is around 50,000 BDT.

Government Minister of Communications, Anwar Hossain, defended the policy by noting that the new salary aligns with the minimum wage standards set by the Ministry of Labour and Employment. “We are aligning media salaries with the national wage framework to ensure fairness and to support the dignity of the journalism profession,” he said.

Reactions from the media ecosystem

A survey of 20 leading newspapers indicates a mixed response. While some, like the Prothom Alo group, view the double ad‑rate as an unavoidable cost of doing business in a high‑inflation economy, others such as The Daily Star have voiced concerns about the cumulative impact on their profit margins. The Daily Star’s editorial board warned that “the combination of higher ad costs and increased staffing expenses could jeopardise the financial viability of many smaller, independent news outlets.”

Journalists themselves are divided. On the one hand, the higher minimum salary provides a modest financial cushion for news staff, potentially improving morale and job security. On the other, the new ad‑rate might reduce advertising revenue, which in many cases forms the bulk of a newspaper’s income. “If our advertisers pull back because of higher costs, we’ll have less revenue to pay our staff,” argued Shirin Islam, a senior reporter at the Bangladesh Tribune.

The Bangladesh Press Council, which oversees media ethics and standards, has called for a thorough impact assessment before finalizing the policy. “The Council will monitor how these changes affect media pluralism, journalistic independence and the overall health of the press,” said Council Chairperson Faruq Rahman. “Any policy that inadvertently compromises these core values must be revisited.”

Broader economic and political context

The policy decisions come against a backdrop of economic uncertainty. Bangladesh’s GDP growth rate for 2024 has been projected at 6.8%, while inflation has hovered around 12%. The government’s decision to increase ad‑rates and salaries coincides with a broader strategy to raise domestic revenue without raising consumer taxes. The policy also aligns with the Bangladesh Development Bank’s recent call for private‑sector contributions to national development.

In the political arena, the changes are interpreted as a demonstration of the ruling Awami League’s commitment to supporting the media while balancing fiscal responsibilities. The party’s public relations wing has noted that “supporting the media with fair compensation and maintaining a robust public service budget are both essential for a healthy democracy.”

Conclusion

The government’s dual approach—doubling advertisement rates for print media and increasing the minimum basic salary for journalists—signals a complex balancing act. While the ad‑rate hike promises a tangible boost to state revenues, it also risks stifling the very industry that serves as a watchdog of public affairs. Conversely, the salary increase is a welcome move for journalists but may not fully offset the potential revenue shortfall resulting from the higher ad costs. As the policy takes effect, media houses, journalist unions, and civil‑society groups will be closely monitoring the economic fallout, while the government remains poised to adjust its strategy in response to feedback and market realities.