Debating the co-existence of the print and digital medium, panellists at the ‘Redefining Traditional Paradigms: Digital Media and the Print Sector’ during FICCI FRAMES 2015 said both would continue to co-exist in the Indian market.
According to the experts, the circulation of newspapers in India is growing and the print media continues to have the lion’s share of the ad pie. Since digital media is gaining ground quickly, there is a need to review print media’s strategy for it to be at par with the digital platform.
Anant Goenka, whole-time director of The Indian Express, said digital platform opened a myriad of opportunities for the market with its ability to reach a wider audience, while newspapers, especially regional newspapers, were growing steadily. He added innovation and original content creation was the key to success in both spaces.
According to Sachin Kalbag, editor of Mid-Day, the online medium provides a platform for media houses to build on a story, which was carried in the newspaper, using social media platforms, mobile apps and other digital medium. Digital platform ensure the stories are discussed during the day and not forgotten after being read in the newspaper.
However, Vinay Maheshwari, senior vice-president of market development and brand marketing at Dainik Bhaskar Group, pointed out that the two mediums of print and digital do not have the same set of reader base. “Consumers consume print because it is affordable and is dropped at your house for free. It reaches your doorstep by 7:00 am when one is in a fresh state of mind. Also, Tier-2, -3 and -4 cities are witnessing improving literacy rates, incomes and affordability and are a segment where print is entering.”
The positive for print is that for advertisers, it provides good reach and time spent at 30-45 minutes every day. As the day progresses, they consume news on other platforms.
According to BBC Online Editor Nidheesh Tyagi, newspapers enjoy an indispensable position but are now at a tipping point with consumers shifting from newspapers to the digital platform. Newspapers had ‘stiffness’ and it would be a challenge to compete with the digital medium, which was faster in dispensing news.
While speaking about the ad spend, Shripad Kulkarni, chief executive officer of Percept Allied Media, said print and television had a greater advertisement share than digital.
He said digital has emerged as a medium that could affect both print and television. He added newspapers could coexist with digital, but there was a need to rethink strategy and recalibrate. It was essential to rethink about distribution, content and monetisation of content of print media for its sustainability.
IS IT THE TIPPING POINT?
- They say the circulation of newspapers in India is growing and the print media continues to have the lion’s share of the ad pie
- However, they say there is a need to review print media’s strategy for it to be at par with the digital platform since the latter is gaining ground quickly
- Percept Allied Media CEO Shripad Kulkarni added newspapers could coexist with digital, but there was a need to rethink strategy and recalibrate
