Television

PubNation: Print has no threat from digital but its own ecosystem

There is a need for better measurement metrics

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/02/11/paper.jpg?itok=YO1xbIPF

NEW DELHI: The Covid2019 lockdown scarred many industries, print publication being one of the most adversely impacted. With physical copies not reaching people to advertisers getting conscious of their advertising spends, the industry struggled to keep the press running. However, with the pandemic blues gradually lifting, the market picked up swiftly for the print players as both readers and advertisers began flocking back to the pages. Yet, for a while now, think tanks have been prophesying that print might soon run out of fuel as it continues to race against the growing digital medium. 

But print is not going anywhere, no matter how big a challenge it faces from alternative media. The point was made by a stellar set of panelists speaking at Indiantelevision.com’s virtual PubNation roundtable discussing “the return of print.” Moderated by Indiantelevision.com founder, CEO, and editor-in-chief Anil Wanvari, the session hosted Lodestar UM CSO Aditi Mishra, Jagran Prakashan Ltd SVP product sales & marketing Deepak Pandey, Dainik Bhaskar Group CMO Kaacon Sethi, Reliance Grocery Retail SVP & CMO Lalatendu Panda, Dentsu Solutions India CEO and Dentsu Creative India group executive & strategy officer  Narayan Devanathan, The Indian Express CEO Sanjay Sidhwani, and IIFL Finance CMO Vipul Oberoi. 

The panel insisted that English and regional language print are completely distinct industries and while the former might be dealing with a few issues, the latter has remained steady on an upwards trajectory. 

Dainik Bhaskar Group CMO Kaacon Sethi noted, “I genuinely don’t think print has gone away. English print and regional print are both very different markets. The latter is, in fact, a growing story. The headroom for print to grow is significantly more there as compared to metros.” 

Jagran Prakashan Ltd SVP product sales & marketing Deepak Pandey supported the point by mentioning that the pandemic-induced exodus of the workforce from metros to regional areas led to growing consumption of local language newspapers. 

He added, “We never stopped printing for any of the small cities even during the pandemic. In fact, I was contacted by our FMCG partners to move their goods and help them make their deliveries during the lockdown period.” 

When it comes to advertising, the panel agreed that the medium is one of the most brand-safe ones and has great reach, though they once again underlined the continuous demand of getting more data for the advertisers. 

Dentsu Solutions India CEO and Dentsu Creative India group executive & strategy officer  Narayan Devanathan said, “When it comes to brand safety, there is no safer environment than print. There is no space for deliberate thinking analysis in other mediums as there is in print. For digital and to some extent, outrage is the oxygen now. The print is yet not subjected to that vagary.”

Lodestar UM CSO Aditi Mishra added, “Why do we believe that newspapers are more credible; because there is a true journalistic effort that goes behind the printed word. It is not possible to achieve in snappy digital videos.”

The Indian Express Online Pvt Ltd CEO Sanjay Sidhwani, however, pointed out that print is not a very successful medium when it comes to putting in interactive ads and that’s one of the areas where digital takes the lead. 

Indiantelevision.com founder, CEO, and editor-in-chief Anil Wanvari disagreed, citing the example of discount coupons that brands have historically put in papers and have enjoyed a great footfall. 

Reliance Grocery Retail SVP & CMO Lalatendu Panda highlighted that print is one of the most versatile mediums when it comes to the mass-scale sampling of products and reaching a vast TG in one go. He added, “Whether it is mass targeting or hyper-personalisation, print today offers every option. Print will always be the mainstay for brick-and-mortar retailers.”

IIFL Finance CMO Vipul Oberoi pointed out that print has no threat from digital but its own ecosystem. “There are more than 1.4 lakh newspapers in circulation and we don’t know how many of them will survive the change. Also, there is not any concrete and regular source of data that the advertisers can rely on.”

Later in the conversation, he also mentioned that their brand is slowly delegating money out of print to digital mediums for the sheer lack of data and the industry seriously needs to consider this aspect. 

To this, Dainik Bhaskar Group CMO Kaacon Sethi shared that they are already using metrics like sales links that can give a fair idea to the advertiser of the final KPIs. “We also keep sharing case studies about other projects that we have delivered for other brands with advertisers.”

Mishra submitted that print players have a great understanding of their audience. “We need to figure out how to share it with the advertisers.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/06/tv.jpg?itok=cyyAnEh0
Regional TV channels ride the growth wave, show surge in ad volume

The month of October registered the highest advertising volumes for the year 2021 on TV, as per Broadcast Audience Research Council (Barc) India. But what also remained significant was the growth story scripted by the regional language channels.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/06/aa.jpg?itok=tfegYbai
Star Bharat returns with new season of ‘Sasuraal Genda Phool’

In a post pandemic scenario, the significance of our Indian joint family system has become even more relevant as people seek ways to re-establish their bonds with their closed ones. Bringing alive this sentiment, Star Bharat is all set to return with the second edition of ‘Sasuraal Genda Phool 2...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/06/epic.jpg?itok=Ii3YLj3R
IN10 Media’s Epic readies for brand makeover starting 16 December

IN10 Media Network’s premier infotainment channel Epic is all set to undergo a brand makeover and offer a slate of new programming starting 16 December. The new brand positioning will carry the vision of ‘Soch Se Aage’ – highlighting the channel’s vision to forge a ‘future of infotainment’.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/04/img_04122021_155643_800_x_800_pixel.jpg?itok=haR9Wk6-
Sun TV most watched channel in week 47: Barc

Mumbai: Toppling Star Plus, Sun TV became the most watched channel in Broadcast Audience Research Council (Barc) week 47 (20 to 26 November). The channel garnered weekly AMAs of 2783.24 (‘000s). It was at the second position last week with 2694.33 AMA. Star Plus grabbed the next spot with 2743.38...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/04/img_04122021_125549_800_x_800_pixel.jpg?itok=m-VQcs_y
Zee TV challenges gender stereotypes in its new show

Mumbai: The portrayal of women on the small screen has always been a subject of intense debate. Some draw inspiration from the society, where women are often told to prioritise their marriage over their careers, or relegate their careers when it comes to making a choice. Zee TV is hoping to...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/03/mib.jpg?itok=-OTIPRAI
IT panel recommends MIB to restructure PCI to cover all types of media

Mumbai: Parliament’s standing committee on communications and information technology, headed by Congress leader Shashi Tharoor has recommended the ministry of information and broadcasting (MIB) to set up a media council on the lines of the Press Council of India (PCI), with statutory powers over...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/03/aajtak.jpg?itok=wOvQ8v6b
Aaj Tak returns with latest edition of ‘Agenda Aaj Tak’

Mumbai: Hindi news channel Aaj Tak returns with 'Agenda Aaj Tak,' the biggest thought platform for debates and discussions in the Hindi language. The theme of the event is 'Naye Daur Mein Likhenge Nayi Kahani' (new stories written for a new age), capturing how a resurgent nation, emerging...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/03/img_03122021_120810_800_x_800_pixel.png?itok=CUoPD2c4
Zeel-Invesco case: Bombay HC to resume hearing on 6 December

Mumbai: The division bench of the Bombay high court has kept the Zee Entertainment Enterprises Ltd (Zeel) and Invesco case for further hearing on 6 December. Invesco has challenged the injunction order by the court that restrained the majority shareholder from calling an extraordinary general...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/03/18.jpg?itok=xsJcSl0o
NBA, Viacom18 announce multi-year broadcast and streaming partnership in India

Mumbai: The National Basketball Association (NBA) and Viacom18 have announced a multi-year partnership to deliver live NBA games and programming to fans in India across television and over-the-top streaming. Beginning with the NBA’s 75th anniversary season in 2021-22, Viacom18 as part of the...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required