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INS’s ‘Project Press’ to encourage use of Print Media; Institutes award. Will Print medium hold the slide?

06-March-2002
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INS’s ‘Project Press’ to encourage use of Print Media; Institutes award. Will Print medium hold the slide?

It couldn’t have been more urgent. After loosing market share and pre-eminence to Television, print medium and its nodal organization, INS has put together an important initiative - ‘Project Press.’ One of its key activity, ‘INS Think Print Awards’ wants to convince agencies that “some creative inputs can create stunning Print Ads.” Is anybody listening?

The challenge posed to Creatives is certainly exciting. “Imagine you created the Pepsi Sumo wrestler commercial. Now revisit the brief and create a colour print ad for the same…” reads the ad inviting participation’s. The spoils include all-expense-paid trip to the Mecca of advertising, Cannes Advertising Festival.

But the question is, will this and other efforts like ‘Media Multiplier’ study, coming too late? In last 6-7 years, Print has consistently lost market share to TV. According to exchange4media estimates, Print had 56% share of ad pie in 2000, against 67% in 1995. The Print share stood at Rs. 3,600 cr, in year 2000. Internationally, too, print has been loosing share. Zenith Media estimates for Europe, reports a 13% slide in ad-share. Print media lost from 67% to 54%, the gains accounted for by Television media.

The ability to ‘demo’ a product and generate emotions has served television media well. What has helped it further is the proactive and flexible approach of ad seller. Not that print doesn’t have its USPs. Print lends itself well to ‘detailing’ and ‘localization.’ And, of late, several Print media organizations have been marketing and selling the medium more aggressively.

The effort by INS is indeed laudable. It has a relevant agenda to “demonstrate to the advertisers who think some great TVCs cannot be effectively rendered in Print, that some creative inputs can create stunning Print Ads,” says Bharat Kapadia, Chairman, Mumbai Regional Committee of INS.

If last years awards were any indicators, the response was ‘overwhelming’ with over 800 entries. With more exciting baits, INS would expect a better catch this time!

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