For printers in Chennai, it is a dull election. Their orders have slumped due to the downsizing of posters being used and competitive rates put out by their counterparts in Sivakasi, who have sent an army of representatives to canvass for the poster orders. Printing presses at Chintadripet and Royapettah are wearing a deserted look, unlike in previous elections, with empty chairs and relaxed workers.

Artist S Vijayakumar at Devi Bala Litho press says the contestants are concentrating on publicity through the visual media. The money which used to be spent on posters has been diverted to television, he added.

``Our business has never been so bad in anyelection,'' notes Babu of Navam Litho press. ``Against (previous) orders of 50,000 posters, we have only 20,000 this time.'' Adds R Sampath, proprietor of Sujatha Offset at Dams Road, ``Compared to about 20,000 election posters usually booked during this phase, I have received orders for 3,000 posters only.''

While the cost of printing a poster in Chennai is over Rs 3.50, it is just Rs 2.75 at Sivakasi. The nearly 600 presses there are sending representatives to all the 39 constituencies to canvass for orders.Apart from cheap labour and four-colour machinery, they have ink and equipment for photo negatives at every shop at Sivakasi, while it is not the same here. In contrast, only four to five presses in Chennai are equipped with facilities similar to those in Sivakasi.

Proprietor at Golden Litho Press, M Sethu, says that the contestants who are cutting costs are very calculative this time. ``I have not received any order so far.'' Candidates are also wary of over-stepping the specified budget of theElection Commission.

Vignesh Offset Printers owner, Ethiraj, recalls a time when election posters used to be supplied to Kerala and Karnataka from here.

Political parties refused to divulge details on expenses and the investment on posters, hoardings and flags. One politician called it an ``inner party affair''.