Print’s ‘upper hand’ despite a sluggish economy

Print’s ‘upper hand’ despite a sluggish economy

Author | Arunabh Das Sharma | Tuesday, Jan 01,2013 6:58 PM

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Print’s ‘upper hand’ despite a sluggish economy

The year 2012 saw a sluggish macroeconomic environment with decade low GDP growth of 5.5 per cent in Q1 and Q2, which resulted in conservative ad spends.

Meanwhile, high concentration of players in the metro markets resulted in greater division of the media ad pie available in these markets.

The year also saw the growth of regional and non-metro markets, even as growing presence of digital media led to media fragmentation.

However, even during weak macroeconomic conditions like this year’s, we have been able to maintain our market share by differentiating ourselves through the media solutions we offered to our clients.

We have expanded our presence in Tier II and Tier III markets as a response to the growing consumption in these cities through new launches, such as The Times of India Kerala, The Times of India Vizag, and The Times of India Raipur.

We also made our presence felt in regional markets through the launch of Ei Samay in Kolkata and new editions of Maharashtra Times such as MT Kohlapur and Aurangabad in Maharashtra.

We are also proud to have launched innovations such as the vibrating chip and fragrant newspaper for the first time in the Indian media industry.

This year, we successfully introduced our indigenous augmented reality platform ‘Alive’ in key markets, thus strengthening our foothold in digital media.

We forayed into hyper local communities through the launch of Times Neighbourhood and established connect with our readers through citizen journalism.

Above all, we continue to provide integrated innovative solutions to clients by cross utilising our media vehicles.

The author is President, Bennett, Coleman & Company.

The theme for Rewind 2012 is ‘Different Strokes’. All write ups on various aspects of the Indian media, marketing and advertising industry will be around an international TV show or sitcom that best described the year that was...

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