stressed on the need of building the bond of trust with the readers,
which according to Ram can engage the readers to sustain their loyalty.
Ram said that the most important thing is to stick to the basic
principles of journalism context, accuracy, perspective,
fact checking and verification. This, according to him, is imperative
in building a relationship with the readers.
Ram said that trust is the key to good journalism. He
emphasised on the need for a brand to be clear about its identity,
core values and focus without imitating anybody else.
He also warned against editorialising in the guise of news
and said that the readers want shorter articles and more analyses
and editorial content and views, especially in the digital viewing
Talking about digital, Ram said that the time is more challenging
and exciting than ever before. Increasing popularity of the digital
media will hurt circulation.
Terming it as a Digital Age Paradox, Ram said that the
newspapers are witnessing increase in readership of their online
editions. However, there is no business model.
Ram said that the revenue model has not been evolved for the digital
yet and so it will not replace the old revenue model of the newspapers
any time soon. In the digital era, a major share of the revenue
goes to the search engines like Google and content providers like
This, he said, is squeezing the newspapers revenue, as they
have to subsidise digital journalism, which is cannibalising their
Dainik Bhaskar Group director Girish Agarwal also stressed on the
need of maintaining the standards and fundamentals of journalism.
As per Agarawal, India had a huge advantage in terms of numbers
as there is a huge gap between people who can read and who actually
read a newspaper.
He added that its a Herculean task for intellectual organisations
like newspapers to be relevant to consumers (readers) while keeping
the fundamental of news intact. He said that a newspaper brand cannot
rest on its past glory but should move ahead by acknowledging and
understanding what the consumer wants.
He also added that newspapers should have global vision and
hyper local content.