Shashi Sinha, CEO, Lodestar Universal, in his presentation on the print industry urged fellow media owners to tap the 370 million literate Indians living in the micro cities across India and reinvent formats to cater to the TG in the regional belts. He also raised concern over the decrease of ads from the telecom sector.
Presenting his views on the print industry, Sinha spoke about the need for specialisation in publications, soaking the Dhoni effect – by that he meant that print as a medium should tap the youth as they were the real torch bearer for the industry. He said, “In the recent years, print as a medium has seen the highest readership come from the 12-19 age group, mainly because that segment has seen the highest growth rate in the overall population of India.”
“Owing to the investment of close to $90 million in the past few years, there has been vast improvement in the production quality in the medium, but the concern over reach still lingers, as a result the need of the hour is to make shift from English to Hindi, mainly because Hindi as a belt has seen an increase of 11 per cent in space consumption,” Sinha pointed out.
Citing the rise of print realisation over static readership and ad volumes as the main reason for the decrease in advertising space from the telecom sector, Sinha concluded by stressing on the need of the relevance of the medium in a marketer’s plan.
He said, “Unlike in the West, in India digitalisation has developed and worked around the print medium rather than eliminate it. Nowadays, most print publications are looking beyond advertising for revenue - that includes venturing into new media offerings, private treaties, etc. that will ensure the sustainability of these companies.”
Ad Club’s Media Review 2008 - Unstoppable or unsustainable, learn it from the experts