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'Added reach' is what print media should aim for: Peter Masson

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'Added reach' is what print media should aim for: Peter Masson

For any medium of information, the funnel down point is to measure the total reach – the total number of target readers it has reached. As internet and technology advances, this still remains an issue as the internet measurement also has its limitations. According to Peter Masson, Partner, Bucknail & Masson, in the crossover of information that is happening across different media, the marriage of print and internet is important to provide total reach.

“Media owners have the habit of talking to consumers in silos. Different media silos communicate and reache a certain set of consumers. However, with the rise of digital media and readers present across media, a crossover has come up as a solution. Nowadays, media owners are talking to all kinds of readers across all media. Same content provider here is working for different media,” Masson pointed out.

Research shows that though the reach of the magazines, over the years, has declined and that of internet is clearly rising, there is a combination of both that has seen a consistent growth. Along with the increasing digital readers, content distributed digitally is also increasing. This gives rise to an all new ‘added reach’. But to attain this added reach, there needs to be a relationship between the two – the magazine and the internet – to monetise the opportunity resting with the merger.

Though the buzz around digital media rising symbolised the fading era of print, an interesting insight is that technology is not bypassing print. QR codes on magazines and other augmented reality interactive activities are giving print media a completely new dimension of engagement. Such innovations are keeping the excitement on for the print media.

Though the web metrics have become very important, the shortcomings still do not deliver the total or exact reach. We still do not know who is exactly behind those ‘page views’. “Given the limitations of measuring the internet data, there is no way to tell the exact activity or user profile of the page visitor. Thus, we have created a method – Virtual Diary Creation and Calibration, which integrates different sets of data; with this route, duplication of user data can be reduced drastically and you can reach adequate profile,” said Masson.

In the influx of information and a complex ecosystem of different mediums, it is important that we make effective use of crossovers to deliver content. A lot more needs to be done in terms of digital measurement;, the vital fact is that there is enough demand for each medium to co-exist. All we need to do is to cleverly make use of the available data and put that in use to measure the ‘added reach’.

Peter Masson was speaking at the ongoing 8th Indian Magazine Congress in New Delhi. The two-day Congress is being held on February 24 and 25.


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