Against the backdrop of the fourth edition of the WAN – IFRA India Expo, exchange4media took the opportunity to converse with DD Purkayastha, Chairman, WAN-IFRA, Advisory Council and MD & CEO, ABP.
“The strength of the print medium was demonstrated during the conference by various well known industry speakers. Everybody believes in print and I am a strong believer of the same,” said Purkayastha.
He shared his agenda for the year, which includes creating benchmarks cross various publishers, providing excellent training for ad sales professionals so they are equipped to sell both print and digital, and lastly training on using print and digital content together. He has coined the term ‘Pridigital’, which will be the focus for the year.
According to Purkayastha, print will be there for another 20 years. On asking about the emergence of the digital media, he said that print gives a hands-on experience; the look and the feel of a paper early in the morning is part of the culture for many Indians even today. So no matter when the digital medium comes to India in a full fledged manner, print will still have its significance in many parts of the city.
By targeting the right audience, print, as a medium, can be leveraged tremendously. ABP has been growing significantly in terms of the readership and after the launch of Ebela, the Group has reached out to the right target audience as Ebela is specifically designed for the Bengali youth. Purkayastha believes that bringing the right product to the right people always works.
The Expo, organised by World Association of Newspapers and News Publishers, is currently underway. It is being held along with the annual meet of publishers in the region titled ‘Publish Asia’.