Print Media @ Growth
Sometime back someone had quoted that there will be paperless society, but latest India Readership Survey proved it wrong according to survey total readership (print) increase 40% in last three years.
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Scope intact for print media growth
There is still scope of growth for the print media with it creating market-specific strategies and also new revenue streams, panellists at the Ficci Frames conference concurred.
There is still scope of growth for the print media with
it creating market-specific strategies and also new revenue streams, panellists
at the Ficci Frames conference concurred.
“According to the latest Indian Readership Survey (IRS),
just 4% readers of the overall readership base read news online. This proves
that there is still scope of growth,” said NP Sathyamurthy, executive director,
DDB Mudra Group, and chairman of the technical committee at the Readership
Studies Council of India.
As per IRS 2017, newspapers added more than 110 million
new readers since the last survey conducted in 2014. The total readership in
the last three years grew 40% to reach 407 million in 2017. The total
readership base stood at 295 million in 2014.
Talking at a session, ‘Past perfect future tense?
Catalysts and pointers for the print industry’, Sanjay Gupta, CEO, Jagran Group
said to drive further growth, a newspaper needs to have different strategies
for separate markets. “For example, in case of a market where a newspaper has
just been launched, the focus has to be on increasing circulation compared with
an existing market where a newspaper needs to concentrate on retaining
readers,” he said.
Gupta went on to say that one of the reasons brands still
prefer to advertise in newspapers is because unlike TV, where a viewer/reader
can change the channel when an ad is shown, in print she reads the ad, along
with rest of the content.
Devendra Darda, managing director, Lokmat Media, pointed
out that newspapers will have to create additional revenue streams. “With no
scope to increase cover prices as well as number of copies, sponsored content
and events have become additional revenue generating streams. Losses would
increase if newspapers increased the number of copies,” he said.
On the threat from digital, the three panellists agreed
that digital will play a complementary role to print as against perceived to be
a competitor currently, thereby leading to generation of additional revenue.
According to Sathyamurthy, print still accounts for a large share of
advertising revenue, while digital’s contribution is just 7% in case of
newspapers.
“Brands use digital news platforms to advertise under two
circumstances. Under the first scenario a brand advertises on digital news
platform, when its TV ad fails to deliver an impact on viewers. Secondly,
brands use digital as lead generation platform to push sales. For example, we
have used online news sites to sell Intex mobile handsets,” he added.
Source | Financial
Express | 8th March 2018
Regards
Prof. Pralhad Jadhav
Master of Library & Information Science (NET
Qualified)
Senior Manager @ Knowledge Repository
Khaitan & Co
Twitter Handle | @Pralhad161978
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