Indian Readership Survey (IRS) and National Readership Survey (NRS), the two tools to measure readership have been in use for two decades, whereas the print industry has seen a paradigm change in the way it operates today. This point was raiased by Sanjay Behl, Head – Brand and Marketing, Reliance Communication at the Ad Club’s Media Review 2008.
When Behl questioned the research mechanism for its inability to measure consumer engagement, Sam Balsara, Chairman and Managing Director, Madison Media, countered, “Sanjay, you have provoked me by raising this question. Why do people not speak with money on the table? We have, on many occasions in the past, discussed the issues pertaining measurement system in print. But has anyone of us come with the kind of money that is required for a comprehensive measurement system? We need to take notice that whatever mechanism is in place today, it generates revenues through advertisements based on that.”
Balsara continued, “It is no longer about walking between the lines, but having a consensus of walking hand in hand for the betterment of the industry.”
However, despite Balsara’s attempt to unify the audience on the need of the advertisers to shell out money, Behl wasn’t convinced.
Behl also pointed out that print was losing out to other mediums due to several factors such as lack of engagement, and the disinterest among telecom players to look at the medium as a lucrative business. He concluded the discussion by stressing on the need for leaders in the domain to take the onus on themselves and get the revenues back to the medium.
Ad Club’s Media Review 2008 - Unstoppable or unsustainable, learn it from the experts