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=NAjAKHg5

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/2021/07/31/photogrid_plus_1627727872873.jpg?itok=Kzhr4-eg
ABP Group ropes in 82.5 Communications for launch of ABP Desam

Mumbai: ABP Group has partnered with 82.5 Communications for the launch of its regional news platform ABP Desam in two Indian states - Telangana and Andhra Pradesh. The agency's Bengaluru office will handle the business. The launch campaign of ABP Desam is based on the central insight that...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/nickelodeon.jpg?itok=rw3gE8nC
Nickelodeon to launch month-long campaign celebrating friendship day

Mumbai: Kids entertainment channel Nickelodeon has come up with an initiative #ToastYourDost to celebrate Friendship Day. Represented by Nick toons, the campaign will give its young viewers a chance to celebrate the entire month of August as an ode to friendship with banter between friends, and a...

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/zee.jpg?itok=FWyLsL1X
Zee Media Corp revenue rises 28.8 % to Rs 170 crore in Q1

Zee Media Corporation's operational revenue was up 28.8 per cent to Rs 170.18 crore for the quarter ended in June 2021 as against Rs 132.14 crore in the corresponding period of the previous fiscal.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/indvssri.jpg?itok=lin_qEWU
Team India gets a boost of confidence after easy ODI win

The Indian cricket team gets a boost of confidence after winning with seven wickets with 13 overs to spare in their first match against Sri Lanka on 18 July at the R Premadasa Stadium. Shikhar Dhawan’s esteem resonates with the rest of the squad, even declaring that they have a great chance at...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/zee.jpg?itok=UZx2JzD0
ZEE TV announces launch of 'Zee Comedy Show'

Mumbai: ZEE TV on Friday announced the launch of its brand new reality show called ‘Zee Comedy Show’. Premiering on 31 July, the show will be aired every Saturday & Sunday at 10 pm. The show will feature some of the country’s best comedians and artists such as Ali Asgar, Chitrashi Rawat, Punit...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/photogrid_plus_1627628345065.jpg?itok=igmQSLZ4
Times Now Navbharat HD all set to launch on 1 Aug

Mumbai: Times Network's Hindi news channel - Times Now Navabharat HD is all set to launch on 1 August. With its positioning ‘Ab Badlega Bharat, Banega Navbharat’, the channel will attempt to be the new voice propelling change through an inclusive movement for a new India, and champion a unique...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/photogrid_plus_1627625457473.jpg?itok=luMfhhTV
ABP Network launches Telugu digital platform ‘ABP Desam’

Mumbai: ABP Network has forayed into the Andhra Pradesh and Telangana market with the launch of its new digital platform, ABP Desam. It is the eighth regional language digital portal from the house of ABP Network. With this new offering, the media conglomerate aims to strengthen its push for local...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/29/epic.jpg?itok=ZUjlxmtk
Bomanbridge Media strikes global distribution partnership with IN10 Media Network

Mumbai : Singapore-based content distribution and production company Bomanbridge Media has signed a global distribution partnership with the Indian infotainment channel EPIC, from the house of the IN10 Media Network which has businesses in broadcast, digital, and production under its umbrella.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/29/kanni.jpg?itok=RErRD6aC
Colors Tamil announces new comedy show with Robo Shankar

Mumbai: Regional GEC Colors Tamil, on Wednesday, announced the launch of a new spoof comedy, 'Kanni Theevu Ullasa Ulagam 2.0'. The one-hour show premieres on 1 August, Sunday, at 7 pm.

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories

* indicates required