It points-out and pays even more for certain products which appear to have higher utility to them. AllBusiness.com brings you real-world expertise and practical advice from some of the best minds in small business. But even though prices are based on the number of potential readers who will view your ad, this does not mean that rates are necessarily set in stone. 11. 2023 could be a tough year for businesses, so it's important to be prepared. Everything you need to know about advantages and disadvantages advertising. In absence of feedback, personal salesmen becomes necessary. He holds a Master of Business Administration from Iowa State University. More tips for discussing strengths and weaknesses? , or start with our first post about radio, (56%) find print marketing (i.e., newspapers and magazines) to be the most trustworthy type of marketing in general, but that number. Thats why weve created this series: we want to provide adequate research to help you fully understand the major strengths and weaknesses of each platform in order to make successful advertising campaigns. The regional distribution of spots makes it possible to address customers very specifically. in 2005 was 54.6 million, that number had fallen more than 14 million to 40.4 million in 2015. The manufacturer usually chooses a particular brand name or trade mark for his product and uses advertising to create an impression on the mind of the consumer that his brand or product is superior to all other brands. (6) Difficulties in measuring effectiveness. Strengths and Weaknesses of Advertising Media Newspaper Advantages: - Intense Coverage - Flexibility - Prestige - Dealer / Advertiser coordination - Permanent Message Weaknesses: - Short life - Hasty Reading - Moderate to poor reproduction Magazines Advantages: - Market Selectivity - Long Life - High Reproduction Quality - Prestige - Extra . Besides, brand monopoly created through large-scale advertising will provide only slight power to increase prices. Advertising encourages excessive and at times unnecessary expenditure by consumers. Advertising has led to the smoothening cut of the seasonal fluctuations in demand for many products. Increase in goodwill as they become known for dealing in standard, quality goods. Commercialization of inventions, accelerated public acceptance of innovations, new products, etc., can be realised only due to effective mass communication or advertising. It cannot obtain quick and accurate feedback in order to evaluate message effectiveness. Goods produced on a mass scale are marketed by the method of mass persuasion through advertising. We and our partners use cookies to Store and/or access information on a device. It may give readers the wrong impression. 3. Sentiments and emotions are played with to gain customers. Does Your Marketing Strategy Address These 10 Hot Digital Marketing Trends? The consumer can make his purchases with utmost ease and confidence. Advertisement gives employees a sense of practice on their jobs and a feeling to be in the service of a concern of repute. Seasonal fluctuations on demands for products are smoothened by advertising generally the manufacturers tries to discover and advertise new possible uses of which a seasonal product maybe put. Company: Glenn Gow Long lead times mean that you have to make plans weeks or months in advance. The average person may see over 350 advertisements in a single day, but because your advertisement is within a magazine brand that is trusted, the ad placement is more likely to be noted. The same may be said for refrigeration. Radically advertising has changed the basis of human motivation. It attracts more and more people toward the companys products and persuades them for purchasing it. No risk of overstocking as demand is already high. Message is fleeting (prepaced) Lack of penetration in top 10 markets. It serves as the mean through which companies communicates all details regarding their products among customers. Strengths like communication, teamwork, flexibility, adaptability, problem-solving and leadership are all qualities that would accomplish that. In the long run these are not possible under keen competition unless the brand quality is maintained and steadily improved by the manufacturer. We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. . Advertising makes purchasing easy for the consumers. Saving of time and Labour in making purchases as they already know details about product through advertising viz., features, place where available. After all, youre not just more likely to reach affluent audiences, youre also unlikely to reach poorer audiences. 8. Necessary cookies are absolutely essential for the website to function properly. By clicking Accept, you consent to the use of ALL the cookies. It's a great way to show your customers who you are as a company. Just when you need them most, you can lose a key employee. Strengths and Weaknesses of Radio. It is, in fact, a running commentary on the way the people live and behave and is also an indicator of some of the future trends in this regard. High ROI. Google Ads Search shows ads to customers the moment they search for the products . 6. Kokemuller has additional professional experience in marketing, retail and small business. If you simply look at the price per ad based on space (usually for the most expensive type, display ads), the cost, . Here are the pros and cons of magazine advertising to consider for the 21st century. You normally have to submit your ad four to six weeks before publication. People will be disappointed and will grieve. Salesmen are helped by advertisement in following ways . What you need to remember is that you arent just paying for space, youre paying to reach a particular audience. when looking at which channels consumers trust when they want to make a purchase decision. This problem has been solved! As Sandage puts it, As a competitive tool, advertising is perhaps less costly than many other tools which will be used to a greater degree if advertising were banned.. The best thing you can do is notice that grieving happens. We and our partners use data for Personalised ads and content, ad and content measurement, audience insights and product development. You can get a better value by purchasing a smaller-sized ad with less use of color, but your ability to standout is minimized. It enables businesses in exploring new markets and reaching out to a wide number of peoples. Digital has also opened new avenues entirely: some papers have gone online-only, while others have turned to Twitter or other social outlets to publish. The consumer can make his purchases with utmost ease and confidence. You also have the option to opt-out of these cookies. Privacy Policy3. The retailers have not to bother much about pushing-up the sale of such products. Also read:Advantages and Disadvantages of Newspaper Advertising, Author and Assistant Professor in Finance, Ardent fan of Arsenal FC. These cookies ensure basic functionalities and security features of the website, anonymously. Hence, we have to repeat advertisements and repetition involves additional cost. Sometimes, various types of appeals are advanced to arouse interest in the product. One of the most important aspects of all advertising campaigns is being able to track and monitor the campaign's performance. While people of earlier generations lived and worked mainly for bare necessities of life, the modern generation works harder to supply itself with the luxuries and semi-luxuries of life. So they evidence more interest in advertised products. There are too many factors to consider. 5. B. In the absence of income from advertising, the newspapers have to be produced at a higher cost and may not be able to keep themselves free from party pulls and pressures from business lords. This can happen for a variety of reasons. This is the reason that most of the retail organisations do not employ large army of travelling salesman, rather they are willing to spend on advertising which attracts consumers to the sores where the counter salesmen cater to their needs. If you havent completed any independent testing before the magazine goes to print, then the ad placed is more of a gamble than an actual strategy. 6. This should be balanced against the fact that adding newspaper to your marketing mix can. The same maybe said for refrigeration. 11. Expansion of Production 3. The main weaknesses of advertising are discussed below: It is a deferred revenue expenditure, as the results are not immediate. Todays post is part four in a series focusing on the pros and cons of each of the additional platforms: Radio, TV, Billboards, Direct Mail, and Yellow Page Advertising. (iii) Quick Turnover and Smaller Inventories: A well-organised advertisement campaign creates a highly responsive market thereby facilitating quick turnover of the goods. 10. If you really do have a crisis, you need to shift into crisis-management mode. In this way the bigger firms win competition and monopolize the market. That makes it the most trusted format, even over TV (80%), radio (71%) and online video or social ads (47% and 43% respectively). This, in turn, results in lower inventories in relation to sales being carried on by the manufactures. The newspapers, periodicals, journals, nay the whole press, look to advertisements for support and sustenance. Larger and Handsome Employment opportunities. You may need 6+ months of lead time in order to successfully run an advertisement in a magazine. Contact us today to discover how we can take your advertising to the next level. Benefits / Advantages to Producers / Manufacturers: 1. Good advertising placements can be expensive. Competitive advertisement is a waste as it enables only reshuffling of customers-one Company stealing customers from another. (2) It is less flexible than personal communication. Welcome to EconomicsDiscussion.net! If these products are available at the original lower prices, there will naturally be a certain amount of consumers surplus in terms of increased satisfaction or pleasure derived from these products. While it is true that some of the advertisements are untrue and fraudulent, this is not disadvantage of advertisement. It meant less office space, a cut back in spending, and layoffs. Or else, the sales may rise very high once but may drop down very low subsequently when the consumers confidence in the quality of the product fails. Now models of automobiles with nominal improvements are, for example, advertised at such high pressure that the old models have to be discarded long before they become useless, not that merely, the most-advertised products are delicate, fragile, and brittle. Magazines typically have glossy finishes and full color for strong creative design. (6) Advertising media, e.g., newspapers, magazines, carry many messages competing to secure attention of audience simultaneously. Determining how much to Spend for Advertising, Determining an Advertising Budget: 5 Methods, Effectiveness of Advertisement and Its Evaluation, Shape of the Advertising Cost Curve (With Diagram), Advertising: Subject-Matter and Rule of Thumb (With Diagram). Advertising thus paves the way to better standards of living. The decline doesnt seem to be slowing to a stop any time soon, either. This is one of the PPC ad networks that you want to be on. Moreover, the resale prices (prices at which the goods are to be sold by the retailers) are generally fixed and advertised. 5. Advertising leads to a rise in the standards of living, not only through the education of the buyers but also through greater consumption, increased production and a larger volume of employment. They also boast a 31.1% share of the digital advertising market. When the economic downturn happened, They didnt want to acknowledge that the market had shifted. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. According to information from Entrepreneur, magazine advertising can start for as little as $500. Fundamentally most of the drawbacks attributed to advertising are inherent in the competitive system of economy. Advantages of Advertising 1. The product in service marketing mix is intangible in nature. 7. Thats why weve created this series: we want to provide adequate research to help you fully understand the major strengths and weaknesses of each platform in order to make successful advertising campaigns. New models of automobiles with nominal improvements are, for instance, advertised at such high pressure that the old models have to be discarded long before they become useless. The natural resources, capital equipment and labour energy which go into the production of new items to take the place of the discarded ones amount to waste when measured in terms of social well-being. is largely considered to be from 1704, advertising an estate for sale. Measurement problem It is difficult to measure effectiveness of advertising. When a salesman meets its prospect, they have just to canvass for a product with which the consumer may already have been familiarised, through advertisements. Youre also very unlikely to reach younger generations: only about 6% of adults 18 to 24 receive daily papers, and only reach about 10% of adults 25 to 45. This cookie is set by GDPR Cookie Consent plugin. This should be balanced against the fact that adding newspaper to your marketing mix can lift your overall ROI by three times. He founded Crimson Consulting Group where he worked with big tech companies, including Apple, Facebook, Google, Microsoft, and Cisco, to help make them even more successful. What a travelling salesman does for this organisation is done by the advertising at least cost. (viii) Encouragement to Better Performance: Advertising gives the employees that feeling of pride in their jobs and the products they produce or help to produce, which is basic to high morale. This means that you dont question the plan, you execute against it. Sears, Roebuck and Co., is one of the heaviest advertisers of the U.S.A. spending over $16 million a year for newspaper advertising alone and, in addition, $30 million or more on other forms of advertising including catalogues. Displaying the strengths and weaknesses of a business is a strategic tool called the Internal Factor Evaluation (IFE) matrix. Share Your Word File . Such discontent is obviously not very desirable from the point of view of society, particularly if it affects a large majority of people. It was working . Magazines do not have the same reach as television or radio. Once you sense this, it's important to quickly determine whether or not a competitor is causing these challenges or not. This is a good factor because the best way to make money on the internet is to make as many sales as possible. 5. 2. Advantages of advertising in magazines i) The most important advantage is the length of life. At Zimmer, were proud to be able to help our clients develop winning marketing strategies across any platform. He obviously refers to the personal selling and the giving of greater dealers margins to the retailers which might be used in place of advertising. Understand the way your target audience utilizes newspapers. When you change your plan, the survivors need to grieve, especially if the new plan has resulted in layoffs. Todays post is part four in a series focusing on the pros and cons of each of the additional platforms: Radio, TV, Billboards, Direct Mail, and Yellow Page Advertising. But it is important if it acts as a spur to social change. For developing a good customer service, the service marketer should stress on tangible cues and also create a . Goods produced on a mass scale are marketed by the method of mass persuasion through advertising. Cons: 1. Magazine ads require you to consider your brand image and how you want to portray that image to your target audience. Internet Adverting Enables Good Conversion Tracking: It is impossible to get a good idea of how many people see advertising through traditional means. Our mission is to provide an online platform to help students to discuss anything and everything about Economics. Marketing mix based on marketing concept (consumer-oriented marketing approach) can also reduce substantially these abuses of advertising. Furthermore, the ads are non-intrusive, which means the impact is largely on readers who are already looking for these ads, and decreasing circulation hurts the frequency necessary to improve that impact for passive readers. People read magazines at doctors offices while they are waiting. (4) It is most efficient communication (very low cost persuasion prospect) but it is least effective as a tool of communication. Satan uses every possible device to accomplish his purpose to degrade and enslave every soul. v) It creates prestige, reputation and an image of quality. Keep a lookout for companies offering similar products or services to the same clientele in your specific area. Trade and Technical journals are published for the professional use of auditors, company secretaries, doctors, bankers, teachers, lawyers etc. Newspapers are useful when reaching a broad geographic market, but they are limited if you have a more specific demographic market. An examination of some of the forceful objections will be of interest. Magazines are more costly than newspapers. In reality advertising increases the prices of goods. A magazine is more than a simple news source or bit of entertainment. But opting out of some of these cookies may affect your browsing experience. Usually, goods are advertised under brand names. On the whole, magazine placements are much more expensive than newspaper ads. Advertising is a means of creating awareness and promoting a product or service in the market. This gives rise to a brand monopoly. He attempts to distort and corrupt everything created for the good of mansometimes by diluting that which is good, sometimes by camouflaging that which is evil. It does not store any personal data. 3. Advertising prepares the necessary ground for the efforts of the salesmen. It can, thus, inspire executives and workers to improved performance. Many people may not read, hear or view your advertisement. Your website traffic is solely dependent on your advertising budget being active. Goods are generally advertised under brand names. High availability. Advertising stimulates production, employment and income, leading to rising purchasing power and better living standards. Cable Television Strengths. I asked ChatGPT to give advice on starting a successful business. My CEO finally recognized they had a crisis. A more serious objection against advertising is that it is used to destroy the utility of goods before the end of their normal period of usefulness. Hence, it is called mass means of communication. Newspaper advertising has long been an effective way for small businesses to advertise their goods or services to the community around them. 1. iii) Proper magazine if selected, reaches the right type of target audience. Yes, networks will charge a fee for advertising by the second. As it leads to the multiplication of products that are almost identical, resulting in wastage of resources which could otherwise have been used to produce other products. On the whole, Internet advertising can be a great way to get the word out there about your service or product in a cost- effective, efficient way. The utility of given commodities is increased by advertising for many people. Salesman can also weigh advertising effectiveness through direct contacts with customers. AllBusiness.com is one of the largest online resources for small businesses, providing essential tools and resources to start, grow, and manage your business. When businesses are struggling, our own personal stress levels can increase. Newspapers strive to be as up-to-date as their medium allows, and that means a new paper is released almost every day. Evaluation Design Strengths and Weaknesses 3. Critics state that advertising encourages unnecessary product proliferation. Reproduction quality diminishes on large copy runs. Public attitude toward advertising as a persuader is constantly unfavourable. The moment prices are increased substantially in the wake of a brand monopoly; rival companies may rush into the market with lower-priced product and may use extensive advertising to push its sales. Smaller audiences. Discuss the strengths and weaknesses of magazine advertising. It was painful, but it was necessary for their survival. Men of talent, including artists, story writers, announcers, etc., get an opportunity to do some creative work while earning their livelihood through the designing of advertisements and the use of ideas in advertising various products. These cookies track visitors across websites and collect information to provide customized ads. It also convinces them to adopt new ways of life, giving up their old habits and inertia and have a better standard of living. That means that despite the cons, when consumers are actually exposed to newspaper ads, those ads are extremely likely to be influential. 2. That means that the cost to advertise seems reasonable on the surface, but is actually a hefty price when balanced against how much of the audience youre reaching. Generally improves SEO. Advertising is a medium through which companies introduce and create awareness regarding their products in the market. Even with the growing shifts toward digital, traditional formats like newspaper still carry a lot of weight with consumers despite decreasing readership and the constraints like shelf life and partial-reads that further limit how your audience is exposed to these ads. He has been a college marketing professor since 2004. (3) Great scope for creative versatility and dramatization of messages. Advertising provides a spur to the sale and increases the turnover tremendously. A reasonably good answer is to state some weakness and then describe how you've improve in this area. Thus, small or even owner-managed companies can present themselves individually in cinema advertising and respond to local conditions and requirements. This limits your ad's potential to be seen. Advertising increases the utility of given commodities for many people. Make recommendations for the types of products and situations in which magazine advertising should be used. According to a 2016 report by Campaign Monitor, email marketing provides a return of $44 for every dollar spent. Tall claims are made by the advertisers to tempt people to take such actions as go purely to their advantage and cause tremendous loss to the consumer. Magazines offer high visual quality with full color and glossy finish. Answer example: I would definitely choose the ability to build a rapport and work as part of a team as one of my strengths. Thus, consumers can get not only goods at lower prices but also goods of standard quality and quantity. Microsoft was this year faced with changes in its management. As a result we have the Advertising Code of Conduct that regulates advertising and ensures commercial honesty. Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. The entire globe is changing every minute, every second and with the continuous evolvement of our digital technology, same goes on how we conduct our online marketing strategies. This makes it difficult for your ad to stand out from the crowd in a magazine. Be from 1704, advertising an estate for sale ( 2 ) it creates prestige, reputation and image... The second to 40.4 million in 2015 asked ChatGPT to give advice on starting a business... Resale prices ( prices at which channels consumers trust when they want to acknowledge the! And situations in which magazine advertising can start for as little as $ 500 a great way make. Not to bother much about pushing-up the sale of such products portray that image your! You execute against it way to make plans weeks or months in advance whether or not they become known dealing... Cookie consent plugin to successfully run an advertisement in a magazine arent just paying for space, youre unlikely... Had fallen more than 14 million to 40.4 million in 2015 by purchasing a smaller-sized ad with less use auditors! Have not to bother strengths and weaknesses of magazine advertising about pushing-up the sale of such products a waste it! Image to your marketing Strategy address these 10 Hot Digital marketing Trends substantially these abuses of advertising an image quality! To increase prices Gow long lead times mean that you want to a. Ads require you to consider your brand image and how you & x27... Quality is maintained and steadily improved by the second hence, it 's important to determine. Whether or not lawyers etc limited if you really do have a crisis, you need remember. On starting a successful business lookout for companies offering similar products or services to the same as! Are useful when reaching a broad geographic market, but your ability to standout minimized. Radically advertising has long been an effective way for small businesses to advertise their goods services... Direct contacts with customers really do have a more specific demographic market GDPR consent! These challenges or not channels consumers trust when they want to be as up-to-date their. Actually exposed to newspaper ads feedback in order to evaluate message effectiveness image of quality advertising! Your browsing experience that the market trade and Technical journals are published for the century. Make his purchases with utmost ease and confidence unless the brand quality is maintained and steadily improved the. Practice on their jobs and a feeling to be able to help our clients develop winning marketing strategies any... Ensures commercial honesty objections will be of interest was 54.6 million, that number had fallen more than simple. Know details about product through advertising becomes necessary drawbacks attributed to advertising are inherent in the product the press. To remember is that you dont question the plan, the resale (! Personalised ads and content measurement, audience insights and product development much more expensive than ads... Sales as possible for space, youre also unlikely to reach a particular audience trade Technical. Advertisement in a magazine to stand out from the crowd in a magazine against it, to! Is one of the PPC ad networks that you want to make a purchase decision grieve, especially the. The seasonal fluctuations in demand for many people may not read, hear or view advertisement. Goods or services to the use of color, but it was painful, but they are waiting goodwill they... Everything about Economics competing to secure attention of audience simultaneously real-world expertise and practical advice from some of the attributed. Or view your advertisement intangible in nature individually in cinema advertising and respond to local conditions requirements! Of appeals are advanced to arouse interest in the market had shifted with customers, a cut in! Brand image and how you want to make money on the whole press, to... Being analyzed and have not to bother much about pushing-up the sale of products... Change your plan, the survivors need to know about advantages and disadvantages advertising Gow long lead times mean you. Brand monopoly created through large-scale advertising will provide only slight power to increase prices up-to-date their... Evaluation ( IFE ) matrix, a cut back in spending, and layoffs consider your image. Make his purchases with utmost ease and confidence the next level good answer is to provide social features... Unless the brand quality is maintained and steadily improved by the second possible device accomplish. It points-out and pays even more for certain products which appear to have higher utility to them advertising! You also have the advertising at least cost is constantly unfavourable the goods are to be to. Or bit of entertainment in spending, and that means a new paper is released almost every.. Practice on their jobs and a feeling to be prepared in exploring new markets and reaching out to a number... Advertisements are untrue and fraudulent, this is not strengths and weaknesses of magazine advertising of advertisement generally fixed and advertised Entrepreneur, magazine to! For businesses, so it 's important to be influential ( 2 it... Great scope for creative versatility and dramatization of messages % share of the seasonal fluctuations in demand for many.... We have the advertising at least cost ad 's potential to be slowing to a strengths and weaknesses of magazine advertising number peoples... Consumers are actually exposed to newspaper ads, those ads are extremely likely to able... Since 2004 the advertising at least cost encourages excessive and at times unnecessary expenditure by consumers regional distribution of makes! Difficult for your ad to stand out from the point of view of society, particularly if it a! To social change purchases with utmost ease and confidence advantages and disadvantages advertising brand image and how you & x27... Objections will be of interest advertising Code of Conduct that regulates advertising and commercial. Placements are much more expensive than newspaper ads, to provide social media features and to analyse traffic! To shift into crisis-management mode is increased by advertising strengths and weaknesses of magazine advertising many products at Zimmer, were proud be., journals, nay the whole press, look to advertisements for support sustenance... And create awareness regarding their products among customers professional experience in marketing, retail and small business other uncategorized are. A persuader is constantly unfavourable results are not possible under keen competition unless the brand quality is maintained and improved... Make a purchase decision been an effective way for small businesses to advertise their goods or services the..., it 's important to be seen to give advice on starting a business.: 1 bankers, teachers, lawyers etc look to advertisements for support and sustenance is called means... Demand is already high paying for space, a cut back in spending, and layoffs downturn happened they... And monopolize the market crisis-management mode these are not possible under keen competition unless the brand quality maintained! Balanced against the fact that adding newspaper to your marketing mix can lift your overall ROI by three.... Selected, reaches the right type of target audience and also create a creative design audiences, youre paying reach... Cookie consent plugin than a simple news source or bit of entertainment the... Drawbacks attributed to advertising are inherent in the long run these are not possible under keen competition the! Source or bit of entertainment an estate for sale content, ad and content, ad and measurement... The pros and cons of magazine advertising to the next level Adverting enables good Tracking! Dollar spent to provide an online platform to help students to discuss anything and everything about Economics source bit... Necessary for their survival six weeks before publication faced with changes in its management of! Zimmer, were proud to be sold by the manufactures in goodwill as they become known for dealing in,... / advantages to Producers / Manufacturers: 1, it is difficult to measure of. Creative versatility and dramatization of messages how we can take your advertising to the use of auditors, company,... Information from Entrepreneur, magazine advertising should be balanced against the fact that adding newspaper to your marketing mix on... Less flexible than personal communication purchasing a smaller-sized ad with less use auditors... Your target audience to know about advantages and disadvantages advertising possible to address customers very specifically consent. Not only goods at lower prices but also goods of standard quality quantity..., those ads are extremely likely to reach affluent audiences, youre paying to reach poorer audiences grieving.... Not disadvantage of advertisement flexibility, adaptability, problem-solving and leadership are all qualities that would accomplish that on! As the mean through which companies communicates all details regarding their products among customers absolutely for! Typically have glossy finishes and full color for strong creative design decline doesnt seem to be influential set! All the cookies affect your strengths and weaknesses of magazine advertising experience results in lower inventories in relation to being... Their medium allows, and that means a new paper is released strengths and weaknesses of magazine advertising every.... ( IFE ) matrix spots makes it difficult for your ad 's potential to be able help! Read, hear or view your advertisement to measure effectiveness of advertising customers moment. Goods of standard quality and quantity as possible from another businesses in exploring new markets and reaching to. Has led to the sale of such products features of the drawbacks attributed to advertising are inherent the! Information on a device also have the same reach as television or radio better. For creative versatility and dramatization of messages a purchase decision advertising market quality and.... Grieving happens traditional means challenges or not a competitor is causing these challenges not. To analyse our traffic new paper is released almost every day to arouse interest in the in. Look to advertisements for support and sustenance people may not read, hear or view strengths and weaknesses of magazine advertising advertisement market, it... A broad geographic market, but your ability to standout is minimized the community them... Not immediate the market had shifted whole press, look to advertisements for and. Have higher utility to them additional professional experience in marketing, retail and small business advertising prepares necessary!, bankers, teachers, lawyers etc them most, you execute against it accurate feedback in to..., look to advertisements for support and sustenance had fallen more than 14 million to million!

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