Growth in the readership of magazines is a pleasant surprise: Harish Shriyan, OMD

The increase in numbers is good news for the industry. Most of the newspaper growth has come from regional (vernacular ) publications. This will help marketers gain more options for advertising in the emerging markets beyond the metros (Tier 2, 3, etc,) says Shriyan

The IRS came out with its 2017 findings and got print medium back in focus. But did media agencies take the cue and increase their spends on the print medium? We speak to Harish Shriyan, CEO, Omnicom Media Group (OMD,) about the possible impact of the survey on media buying and spending.

Excerpts:

With print witnessing huge growth (newspapers readership up by 40 per cent and magazines by 75 per cent,) how are you strategizing print into your marketing game plan?

The increase in numbers is good news for the industry. Most of the newspaper growth has come from regional (vernacular) publications. This will help marketers gain more options for advertising in the emerging markets beyond the metros (Tier 2, 3, etc.) The growth in the readership of magazines is a pleasant surprise and an opportunity to reach out to select consumer segments.

Any plans to increase your ad spends in print sector?

The spends by media are a function of the objective of the campaigns. Print may see a higher share for local campaigns in emerging markets with high growth in regional print.

TV ownership saw a 14 per cent increase in Indian households according to IRS with Tamil Nadu and Kerala having the highest TV penetration of 90 per cent, respectively. How are you going to cash in on this development?

TN has always been a high TV consuming market and Kerala has traditionally been a print centric market. Though TV has grown, my sense is that TV advertising in Kerala will see an upswing in the light of this development.

With regional media gaining more importance, will you be spending more on regional print and television sector?

Regional language or vernacular content consumption is a trend that we have seen across all traditional and new age media in the recent past. Our plans have been in line with the trends. Regional media will definitely see an increased spend from all sectors.

With rural readership contributing significantly to a higher pie in the overall readership, how are you localising your marketing strategy especially for that market?

This will be in sync with the market initiatives taken for the local market and the role that each medium will play to deliver the marketing objectives.

What has been your understanding from IRS 2017? What's your comment on the massive growth?

It's great to have this research with the boosted sample. It will help us plan print better and evaluate the ROI of the plans which we were unable to do in the last three years. The massive growth is expected, the survey has released after a gap of three years, India's literacy levels are up, new titles and supplements have been introduced; thus the readership trajectory could only go up! For more updates, be socially connected with us on
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