Speaking at the Media Review 2009, organized by the Bombay Ad Club in Mumbai on July 17, Jasmin Sohrabji, Managing Director, OMD India, brought print medium under the scanner, where she spoke about some trends that had become relevant in recent times, the evolution of content, and enduring media agencies’ compliance.
Stating that her presentation would not deal in readership numbers, but the trends that she saw in these challenging times, Sohrabji observed that despite the last year being a bit tough, the time had also brought in some positive changes to the medium.
She further said that today the print medium was threatened by the advertisers and not the readers. “They are not pulling back from the medium. The fact that ad revenues are reducing from the medium is due to overall advertisers’ budget cuts, but the faith in the medium continues,” she added.
On a more positive note, Sohrabji said that the medium had integrated the 360 degree approach in the true sense. She added, “Today, the newspaper is just not a newspaper, but is termed as news-provider. It is an extension from content to the current potential form of print.”
She further noted that magazines in the print space were just not getting to be niche, but were focusing more on being specialists in specific services. Thus, the trends in the last year in regards to magazines had been to create content community.
Concluding her presentation, Sohrabji said that at the end of the day, print as a medium was all about adding value to the reader, giving quality services to the advertisers beyond core medium. However, the medium still focused on traditional marketing and did not see the larger picture.