Garvi Gujarati Magazine Advertising: Rates, Formats, and How to Book Print Ads for Maximum Brand Awareness in Gujarat

Most advertisers who come to us asking about Gujarati print media have already heard of Chitralekha — but the ones who have actually run campaigns in the space know that Garvi Gujarati magazine carries a readership loyalty that is genuinely difficult to replicate through any other channel. With a circulation that sits in the ballpark of 60,000 copies per issue and a total readership figure estimated at roughly 3 lakh readers, this weekly magazine reaches a specific, highly engaged Gujarati-speaking audience that makes brand managers rethink their regional media mix entirely.

Why Should You Advertise in Garvi Gujarati Magazine?

There is a particular quality of attention that print readers bring to a magazine that no digital format has managed to replicate — and in the Gujarati community specifically, that relationship between reader and publication runs deep. Garvi Gujarati magazine has been a trusted current affairs and lifestyle weekly for decades, which means its readers do not skim; they read, they discuss, and they return to the same issue multiple times across the week. That kind of repeated exposure is something that most media planners undervalue when they are building a brand awareness campaign for Gujarat.

What a lot of people miss is the socioeconomic profile of the Garvi Gujarati reader. This is not a mass-market tabloid audience; the readership skews heavily toward decision makers — business owners, professionals, and upper-middle-class households concentrated in Ahmedabad, Surat, Rajkot, and across the Gujarati diaspora in Mumbai. When we ran a campaign for a financial services client targeting HNI investors in Gujarat, the Garvi Gujarati print ad delivered a quality of lead that the client's concurrent digital campaign simply could not match, because the audience self-selects through the act of buying and reading a premium weekly magazine.

At SmartAds, we always tell our clients that the value of Garvi Gujarati advertising is not just reach — it is reach within a captive audience that has already demonstrated disposable income and an appetite for information. The magazine's limited advertisements per issue, compared to a newspaper, means your brand is not fighting through ad clutter; it is one of a small number of commercial messages in an editorial environment that readers trust. That trust transfers to the brands that appear within those pages, which is something that ROI magazine advertising models rarely capture in their spreadsheets.

What Ad Formats Are Available in Garvi Gujarati Magazine?

Garvi Gujarati magazine offers a range of print ad formats, and the choice of position matters enormously — more so than in newspaper advertising, frankly speaking, because magazine readers interact with every page rather than scanning headlines. The back cover ad is the most premium position available, commanding the highest rate and delivering the highest visibility because it is the first thing a reader sees when the magazine is picked up from a table or shelf. The inside front cover and inside back cover positions follow closely, and both are consistently booked out well in advance during festival periods like Navratri and Diwali, which tells you something about how seriously regular advertisers take these placements.

For brands working with a more measured budget, the full page ad within the editorial section offers excellent brand visibility at a more accessible ad cost; the half page ad is popular among categories like education, real estate, and healthcare, which need enough space to communicate a value proposition without committing to a full-page spend. Quarter-page formats are also available and work particularly well for directory-style listings, event announcements, and product launches that need repeated insertions across multiple issues. What we have seen in our experience is that a half page ad placed consistently across four to six consecutive issues tends to outperform a single full page ad in terms of brand recall — the repeated exposure compounds in a way that one-off placements cannot.

The production quality of Garvi Gujarati print ads is worth mentioning specifically: the magazine uses a glossy finish on its cover and key editorial pages, and full color spread options are available throughout, which means your creative can genuinely look premium. Bleed images are supported for full page and cover positions, which allows creative that extends to the edge of the page — a detail that makes a significant difference to the visual impact of a brand advertisement, and one that is sometimes overlooked when brands are accustomed to newspaper advertising where bleed is less common.

What Are the Garvi Gujarati Magazine Advertising Rates?

Garvi Gujarati ad rates are, to be honest, one of the more competitive pricing structures in Gujarati regional magazine advertising when you calculate cost per thousand readers. The back cover ad is priced in the range of roughly ₹80,000 to ₹1,00,000 per insertion, which sounds significant until you divide it across a readership of approximately 3 lakh readers — at which point the CPM works out to somewhere between ₹270 and ₹330, a number that surprises most first-time advertisers when they compare it to what they are paying for premium digital display in the same geography. The inside front cover typically runs in the ballpark of ₹60,000 to ₹75,000, while the inside back cover is positioned slightly below that, usually somewhere around ₹50,000 to ₹65,000.

For the editorial interior pages, a full page ad in Garvi Gujarati magazine is generally priced somewhere between ₹35,000 and ₹50,000 depending on position — earlier pages within the issue command a premium over later pages, which is a standard industry practice across print magazine advertising in India. A half page ad typically runs in the ₹20,000 to ₹30,000 range, while a quarter page format is usually available for somewhere around ₹12,000 to ₹18,000. These are indicative figures based on our experience booking Garvi Gujarati magazine ads; the actual rate card is subject to revision by the publication, and agencies like SmartAds negotiate bulk rates that can bring these figures down meaningfully for clients committing to multi-issue campaigns.

The thing is, magazine advertising rates in India are rarely published transparently, which is why so many advertisers end up either overpaying through walk-in bookings or underestimating what is possible through a media buying agency relationship. We have seen clients who were paying rack rates through direct booking switch to agency-facilitated bookings and save somewhere in the range of 15 to 25 percent on their Garvi Gujarati advertising cost — not because the publication offers secret rates, but because volume commitments and relationship-based negotiations are how the Indian print media market actually works. GST at 5 percent applies to magazine advertising services, which is worth factoring into your budget calculations from the start; the invoice will reflect this separately, and input tax credit may be available depending on your business registration status.

How Do You Book a Garvi Gujarati Magazine Ad Online?

The process of booking Garvi Gujarati magazine ads has become considerably more accessible over the past few years, and there are now multiple routes available depending on whether you prefer to work directly or through a media buying agency. Direct booking through the publication's office remains an option, particularly for advertisers in Ahmedabad who can walk in with their creative materials; however, the online booking route through platforms or agencies has become the dominant method for advertisers across India, particularly those based in Mumbai or outside Gujarat who are trying to advertise in Gujarati magazine without a local presence.

Through SmartAds, the Garvi Gujarati magazine ad booking process works in a structured sequence: the client shares their campaign brief, specifying the ad format, preferred issue dates, and creative requirements; our team then confirms availability for the requested positions and provides a formal cost estimate inclusive of agency fees and applicable GST; once the booking is confirmed and payment is processed, the creative materials are submitted to the publication according to their specifications. The entire process, from brief to confirmed booking, typically takes between two and four working days for standard positions — though cover positions during peak seasons like Diwali require significantly more lead time, sometimes three to four weeks in advance, because those slots are booked out early by regular advertisers who plan their festival advertising well ahead of the issue date.

What we tell our clients when they are booking magazine ad online for the first time is to think about the issue date strategically, not just the format. A full page ad in the issue that lands during Uttarayan, for example, reaches readers who are in a celebratory, high-engagement mindset — which is qualitatively different from the same ad in a routine mid-year issue. Festival and seasonal issue slots for Garvi Gujarati advertising are genuinely premium inventory, and the brands that book them consistently year after year are not doing so out of habit; they are doing so because the results justify the early commitment.

What Is the Circulation and Readership of Garvi Gujarati Magazine?

Garvi Gujarati magazine maintains a verified circulation in the range of roughly 60,000 copies per issue, which places it firmly among the significant weekly publications in the Gujarati language print media space. Circulation figures for Indian regional magazines are audited by the Audit Bureau of Circulations, and while Garvi Gujarati's specific ABC audit status should be confirmed with the publication directly, the 60,000 figure is widely cited across the media planning community and aligns with what we have observed in our own campaign planning. The distinction between circulation and readership is important here: circulation counts the number of physical copies distributed, while readership accounts for the multiple individuals who read each copy — and for a weekly magazine like Garvi Gujarati, the pass-along readership rate is typically somewhere between four and six readers per copy, which is how the total readership figure reaches approximately 3 lakh readers.

The geographic distribution of that readership is concentrated in Gujarat — with Ahmedabad, Surat, and Rajkot representing the three largest urban centres — but the Gujarati community's pan-India spread means that a meaningful portion of the circulation reaches Mumbai, Delhi, and other metros where significant Gujarati-speaking business communities are established. This pan-India dimension is something that regional language advertising planners often underestimate; Garvi Gujarati is not purely a Gujarat publication in terms of its effective reach, which makes it relevant for national brands that want to speak to the Gujarati community across geographies through a single media option. The FICCI-EY Media and Entertainment Report has consistently highlighted the resilience of regional language print in India, noting that regional language readers demonstrate higher engagement metrics than their English-language counterparts — a finding that aligns exactly with what we observe in Garvi Gujarati readership behavior.

How Does Garvi Gujarati Magazine Advertising Compare to Other Gujarati Publications?

This is a question we get asked regularly, and the honest answer is that the comparison depends entirely on what you are trying to achieve. Chitralekha magazine is the dominant player in Gujarati print media by circulation — it publishes across multiple language editions and has a significantly larger readership base, which makes it the default choice for brands seeking maximum reach in the Gujarati market. However, Chitralekha's scale also means higher advertising rates and considerably more ad clutter within each issue; a brand that appears in Chitralekha is competing for attention against a much larger volume of commercial messages, which dilutes the impact of any individual advertisement.

Garvi Gujarati magazine occupies a distinct positioning as a current affairs-oriented weekly, which attracts a reader who is specifically seeking news analysis and opinion — a different mindset from the lifestyle and entertainment reader that Chitralekha primarily serves. For categories like financial services, B2B products, professional services, and high-value consumer goods, the Garvi Gujarati target audience of decision makers and business-minded readers is arguably more valuable per reader than a larger but more diffuse magazine audience. Gujarat Samachar and Sandesh newspaper, while reaching far larger audiences, operate in the daily newspaper format where ad clutter is significantly higher and the reading environment is more transient; a Garvi Gujarati print ad benefits from the slower, more deliberate reading behavior that weekly magazines consistently demonstrate across all readership research.

Grihshobha Gujarati and Yojana Gujarati serve specific audience segments — women's lifestyle and government policy readership respectively — which makes them complementary rather than directly competitive with Garvi Gujarati's current affairs positioning. What we have found at SmartAds is that the most effective Gujarati print media campaigns use Garvi Gujarati as the anchor for reaching the engaged, news-oriented decision maker segment, while layering in other publications to extend reach across different demographic segments. A campaign that runs simultaneously in Garvi Gujarati and Chitralekha, for instance, covers both the high-engagement news reader and the broader lifestyle audience — which is a combination that several of our FMCG and financial services clients have used to strong effect.

Which Brands and Industries Benefit Most from Garvi Gujarati Advertising?

The Gujarati business community has a well-documented affinity for entrepreneurship, investment, and financial decision-making, which shapes the category mix that performs well in Garvi Gujarati magazine advertising. Financial services — including mutual funds, insurance, fixed deposits, and wealth management — consistently deliver strong returns from Garvi Gujarati advertising because the readership's high income profile and business orientation create a natural alignment with financial products. One financial services client we worked with ran a six-insertion campaign in Garvi Gujarati across a quarter, using half page ads in the editorial section; the campaign generated a volume of qualified inquiries that the client's branch team in Ahmedabad described as the best print-sourced lead quality they had seen in three years.

Real estate is another category that has historically performed well in Gujarati regional magazine advertising, particularly for residential projects in Ahmedabad, Surat, and Rajkot targeting the affluent buyer segment. Education — both professional courses and school admissions — benefits from the family-oriented readership of Garvi Gujarati, where parents who are making significant educational investment decisions are actively seeking credible information. Automotive brands, particularly in the premium and SUV segments, have also found the Garvi Gujarati audience to be a high-converting target audience; the high income audience profile means that readers are genuinely in the market for the products being advertised, rather than aspirationally browsing content that is financially out of reach.

Healthcare and pharmaceutical advertising, jewelry and lifestyle brands ahead of wedding season, and FMCG brands with specific Gujarat market strategies round out the typical advertiser mix. What we have observed is that advertorial and sponsored content formats — where the brand's message is presented within an editorial context rather than as a clearly demarcated advertisement — tend to perform particularly well in Garvi Gujarati because the reader's trust in the editorial voice extends to content that is positioned adjacent to it. This is a format option worth discussing with the publication directly, and one that SmartAds has facilitated for several clients who wanted to communicate a complex brand story rather than a simple product message.

What Are the Creative Guidelines for Garvi Gujarati Print Ads?

Getting the creative specifications right before submission is one of those details that separates a smooth campaign execution from a last-minute scramble, and it is an area where we have seen brands — including experienced advertisers — run into problems because they assumed magazine specifications were the same as newspaper specifications. They are not. Garvi Gujarati print ads require artwork submitted in high-resolution formats, with PDF and JPEG being the most commonly accepted; CorelDRAW CDR files are also accepted by many Indian publications and remain the industry standard among many regional design studios, particularly in Gujarat where CorelDRAW has a strong legacy in the printing trade.

Resolution requirements for Garvi Gujarati print ads are typically a minimum of 300 DPI at the final print size, which is a standard specification across print magazine advertising in India; submitting artwork at screen resolution — 72 or 96 DPI — is one of the most common errors that results in poor print quality and, in some cases, rejected submissions. For bleed ads, the artwork should extend approximately 3mm to 5mm beyond the trim size on all sides, with critical text and logos kept at least 5mm inside the trim edge to ensure nothing important is cut during the binding process. Color mode should be CMYK rather than RGB, because magazine printing uses process color inks, and artwork submitted in RGB will undergo a conversion that can shift colors significantly — a detail that matters particularly for brands with precise color standards in their identity.

The booking deadline for each issue of Garvi Gujarati magazine is typically five to seven working days before the publication date for standard interior positions; cover positions and special issue placements often require materials to be submitted ten to fourteen days in advance. We always advise our clients to treat these deadlines as firm rather than approximate, because Indian magazine production schedules are tightly managed and late creative submissions result in missed issues rather than delayed insertions — a lesson that is better learned through advice than through experience.

Benefits of Regional Gujarati Magazine Advertising for National Brands

There is a tendency among national brands to treat regional language advertising as a secondary consideration — something to be addressed after the national campaign is running — and frankly speaking, this is one of the more expensive strategic errors we see in media planning. The Gujarati market, anchored by Gujarat's status as one of India's highest per-capita income states, represents a consumer base whose purchasing power significantly outpaces its population share; a brand that is not specifically addressing Gujarati-speaking consumers in their own language is leaving a measurable gap in its market penetration strategy.

Regional language advertising in Gujarati print media carries a credibility premium that Hindi or English advertising simply does not generate with the same audience. When a brand communicates in Gujarati — and does so in a publication that the reader trusts as a source of news and opinion — the message is received differently; it signals that the brand understands and respects the community, which is a form of brand awareness that goes beyond simple logo recognition. The TAM AdEx data on regional print advertising consistently shows that regional language campaigns generate higher recall scores among their target demographics than equivalent-spend national language campaigns, which is a finding that aligns with what we observe in our own campaign measurement at SmartAds.

On top of that, the cost effectiveness of Gujarati magazine advertising relative to national print options is genuinely compelling. A full page ad in a national English business magazine might cost four to five times what a full page ad in Garvi Gujarati costs, while reaching a Gujarat-specific audience that is a fraction of the Garvi Gujarati readership's geographic concentration in the state. For brands with specific Gujarat market objectives — a new branch opening in Ahmedabad, a product launch targeting Surat's textile business community, or a real estate project in Rajkot — the precision of Garvi Gujarati advertising is something that national media options simply cannot replicate at any price.

Frequently Asked Questions About Garvi Gujarati Magazine Advertising

Q: What is the circulation and readership of Garvi Gujarati Magazine?

Garvi Gujarati magazine maintains a circulation of roughly 60,000 copies per weekly issue, which is the number of physical copies distributed across its distribution network spanning Gujarat and key Gujarati communities in cities like Mumbai, Delhi, and other metros. The total readership figure, which accounts for the multiple readers who engage with each copy — family members, colleagues, and others who read a single purchased copy — is estimated at approximately 3 lakh readers, making the Garvi Gujarati 300000 readers figure a commonly cited benchmark in media planning conversations. This pass-along readership is characteristic of weekly magazines in India, where the deliberate, longer-form reading behavior encourages sharing within households and social circles; it is one of the reasons that magazine readership multipliers tend to be higher than those for daily newspapers.

Q: What are the advertising rates for Garvi Gujarati Magazine in India?

Garvi Gujarati ad rates vary by position and format, and while the publication's official rate card should always be confirmed at the time of booking, indicative benchmarks based on our experience place the back cover ad in the range of roughly ₹80,000 to ₹1,00,000, the inside front cover somewhere around ₹60,000 to ₹75,000, and the inside back cover in the ballpark of ₹50,000 to ₹65,000. Interior full page ads typically run between ₹35,000 and ₹50,000 depending on position within the issue, while half page and quarter page formats are proportionally priced below that. These figures are before GST, which applies at 5 percent on magazine advertising services in India; agencies that book on behalf of clients can often negotiate rates below the published rack rate, particularly for multi-issue commitments.

Q: What ad formats and positions are available in Garvi Gujarati Magazine?

Garvi Gujarati magazine offers the full range of standard print magazine ad formats: back cover, inside front cover, inside back cover, full page, half page, quarter page, and smaller classified or display formats for certain categories. Cover positions are the most premium in terms of both visibility and pricing; full color spread options are available throughout the magazine, and bleed images are supported for full page and cover formats, which allows creative to extend to the physical edge of the page. Advertorial and sponsored content formats are also available through negotiation with the publication, which is a media option that works particularly well for brands that need to communicate a detailed story rather than a simple product message.

Q: How can I book an advertisement in Garvi Gujarati Magazine online?

Booking Garvi Gujarati magazine ads can be done through a media buying agency like SmartAds, which manages the entire process from rate negotiation and availability confirmation through to creative submission and campaign reporting. The process involves sharing your campaign brief — specifying format, issue dates, and target audience objectives — after which the agency confirms availability and provides a formal cost estimate. Payment is processed before the booking is confirmed, and creative materials are submitted to the publication according to their specifications and deadlines. Platforms like The Media Ant and Excellent Publicity also facilitate online magazine ad booking for Garvi Gujarati, though agency relationships typically offer better rates and more personalized campaign guidance.

Q: How many days in advance do I need to book an ad in Garvi Gujarati Magazine?

For standard interior positions, the booking deadline is typically five to seven working days before the publication date of the target issue; this includes both the space booking confirmation and the creative material submission. Cover positions — back cover, inside front cover, and inside back cover — are frequently booked further in advance, particularly for festival issues around Navratri, Diwali, and Uttarayan, where we recommend securing the space three to four weeks ahead of the issue date. Treating these deadlines as firm is important; unlike newspaper advertising where last-minute bookings are sometimes accommodated, magazine production schedules are tightly managed and missed deadlines result in the ad being moved to a subsequent issue.

Q: Who is the target audience of Garvi Gujarati Magazine?

The Garvi Gujarati target audience is primarily Gujarati-speaking readers with a strong interest in current affairs, business news, and community issues — a profile that skews toward the 30-to-60 age bracket, with a significant concentration of business owners, professionals, and upper-middle-class households. The high income audience characteristic of Garvi Gujarati readership is one of its most commercially valuable attributes; readers are concentrated in Ahmedabad, Surat, and Rajkot within Gujarat, with a meaningful diaspora readership in Mumbai and other metros. This is a decision-making audience in the truest sense — people who are actively managing businesses, making investment decisions, and influencing purchasing choices within their households and communities.

Q: Is Garvi Gujarati a weekly or monthly magazine?

Garvi Gujarati is a weekly magazine, published every week, which gives advertisers the option of multiple insertions within a single month — a cadence that supports brand building through repeated exposure in a way that monthly publications cannot. The weekly publication frequency also means that timely advertising around news events, festival dates, or seasonal moments is more achievable than with monthly titles, where the lead time between booking and publication is significantly longer. For brands that want to build sustained brand visibility in the Gujarati market over a quarter or a financial year, the weekly format of Garvi Gujarati creates a natural framework for a consistent insertion schedule.

Q: How does Garvi Gujarati Magazine advertising compare to other Gujarati magazines like Chitralekha?

Chitralekha magazine has a substantially larger circulation and readership than Garvi Gujarati, which makes it the dominant choice for brands seeking maximum reach in Gujarati print media; however, Chitralekha's higher circulation comes with higher advertising rates and a more entertainment and lifestyle-oriented readership that is qualitatively different from Garvi Gujarati's current affairs audience. Garvi Gujarati advertising delivers a more concentrated reach among the business-minded, news-oriented segment of the Gujarati reading public, which makes it the stronger choice for financial services, B2B categories, and premium consumer brands targeting decision makers. The two publications are genuinely complementary rather than substitutable, and the most effective Gujarati magazine advertising campaigns we have planned at SmartAds have often used both in combination.

Q: What creative file formats are accepted for Garvi Gujarati print ads?

Garvi Gujarati print ads are accepted in high-resolution PDF, JPEG, and CorelDRAW CDR formats, with a minimum resolution of 300 DPI at the final print size. Artwork should be submitted in CMYK color mode rather than RGB to ensure accurate color reproduction in the printing process; bleed ads should include a 3mm to 5mm bleed extension beyond the trim size, with critical design elements kept safely inside the trim boundary. It is worth confirming the exact technical specifications with the publication or your booking agency at the time of campaign confirmation, as specifications can vary slightly between issues and formats.

Q: Can I book Garvi Gujarati Magazine ads for multiple issues at a discounted rate?

Multi-issue bookings for Garvi Gujarati advertising are generally eligible for volume discounts, which are negotiated at the time of booking rather than published as a fixed rate card. In our experience, commitments of four or more insertions typically unlock a meaningful discount — somewhere in the range of 10 to 20 percent off the per-insertion rate — though the exact terms depend on the formats booked, the timing of the insertions, and the overall value of the commitment. Beyond the direct discount, multi-issue campaigns also benefit from the compounding effect of repeated exposure on brand recall, which means the ROI of a sustained campaign is typically higher than the same total spend concentrated in a single issue.

Q: Does Garvi Gujarati offer digital or e-edition advertising in addition to print?

Digital and e-edition advertising availability alongside the print edition is a growing area for Indian regional magazines, and while Garvi Gujarati's specific digital advertising offerings should be confirmed directly with the publication, the broader trend in Gujarati print media is toward offering companion digital placements that extend the reach of print campaigns to online readers. For brands that want to complement their Garvi Gujarati print ad with digital reach within the same Gujarati-speaking audience, a layered approach combining print magazine advertising with targeted digital placements on Gujarati news platforms and social media channels is a strategy we have used effectively for several clients.

Q: Which industries and brands typically advertise in Garvi Gujarati Magazine?

The consistent advertiser categories in Garvi Gujarati magazine include financial services — mutual funds, insurance, and banking — real estate, education, automotive, healthcare, jewelry, and FMCG brands with specific Gujarat market strategies. Government and public sector advertising also appears regularly in Garvi Gujarati, reflecting the publication's current affairs positioning and its reach among the civic-minded, educated segment of the Gujarati reading public. Premium and aspirational consumer brands in categories like luxury goods, travel, and lifestyle have also found the high income audience profile of Garvi Gujarati readership to be a strong fit for their target audience objectives.

Planning Your Garvi Gujarati Magazine Advertising Campaign

The brands that get the most out of Garvi Gujarati advertising are, almost without exception, the ones that approach it as a sustained brand-building investment rather than a one-time test. We worked with a jewelry brand ahead of a Navratri season that booked a sequence of four consecutive weekly insertions — starting with a full page ad two weeks before the festival and stepping down to half page formats in the subsequent issues — and the campaign generated a footfall increase at their Ahmedabad showroom that the client attributed directly to the print campaign, because the digital activity they were running simultaneously was geographically broader and could not account for the Ahmedabad-specific spike.

The return on investment from print magazine advertising in India is not always immediate, and that is something we are honest about with our clients from the first conversation. What Garvi Gujarati advertising builds is a form of brand credibility within the Gujarati community that accumulates over time; readers who see a brand consistently present in a publication they trust begin to associate that brand with the same reliability and seriousness that they attribute to the editorial content around it. That association is worth considerably more than a single campaign's direct response metrics suggest, and it is why the most successful advertisers in Garvi Gujarati tend to be the ones who have been running campaigns there for years rather than quarters.

If you are considering Garvi Gujarati magazine advertising for your brand — whether you are planning a Gujarat market launch, a festival season push, or a sustained regional brand awareness strategy — the team at SmartAds.in can help you navigate the rate negotiation, creative specifications, issue selection, and multi-publication planning that makes the difference between a campaign that merely runs and one that genuinely delivers. We work across 500+ Indian cities and across every major media channel, which means we can build a Gujarati print media plan that integrates with your broader regional and national advertising strategy rather than sitting as a standalone line item. Reach out to us at SmartAds.in to start a conversation about what the right Garvi Gujarati advertising investment looks like for your specific objectives and budget.