The Effect of Political Importance on Newspaper Circulation in India

Up to 18% of the increase in newspaper circulation can be attributed to this change in political importance. Is it that people who suddenly realise that their vote matters more, I suppose, are more interested in reading about their candidates in the newspapers? As an economist, I'm going to rephrase your question in the economic term. So is it a change in the supply or is it achange in the demand, the demand of the readers or a change of the supply of media owners?