Home >> Marketing >> Article

Content in the age of attention deficit disorder

5 days ago
Font Size   16
Content in the age of attention deficit disorder

With a plethora of content and information available, there is a fatigue in consumption. Today’s consumer has lesser loyalties towards any one media format or content that is irrelevant to their lives. This has compelled the print media owners to re-think the organisation of the newsroom and customise its offerings for the variegated audience’s taste and preferences.

At a recent event held in Delhi, few editors from the print industry narrated their real time experiments with truth and their strategies to a never before world of anytime and anywhere. The session was moderated by Indrajit Gupta, Co- Founder, Founding Fuel Publishing Pvt Ltd.

The session commenced with Sukumar Ranganatha, Editor-In- Chief, Hindustan Times, on the lines of how journalism has been changing in the digital media, where he said, “The whole transition to digital journalism has evolved with lots of learning in the given time. The transition and the principles of journalism remain the same. There are many people who believe, that the old principle of journalism no longer applies and the fact is, they apply more strongly now than they ever did before. It’s necessary to get used to new medium and leverage the advantages the new medium offers. However, it is also the need to understand that the core of journalism needs to be very clearly defined. Thing which completely works in favour, is to get the core of journalism right and then you’ll succeed with your products across various platforms”.

Talking about certain ways journalism needs to be practised, Rohit Saran, Managing Director, The Times of India said, “The core of journalism not only has to be protective but nurturing also, and digital as a medium actually helps the business, it helps you to build the product in better ways.” According to him, the biggest challenge for business instead of newsroom is the accessing power. “It seems like entertainment market media has been very adoptive in comparison to news site. Nobody cares for ownership, people look for access. They want to access the content from anywhere, instead of downloading and keeping it in a device”.

Online revenue for most news media is still a small fraction of the income from traditional print or broadcast. Audience, especially the younger generation is turning to the internet for more and more news.

Commenting on the multiple platforms existing in today’s world, Siddharth Varadarajan, Founder, The Wire said, “We need to erase the notion that there are multiple media, the fact is, there’s one media ecosystem and there are multiple platforms. Many media houses are themselves leading players into multiple platforms and if one looks at the news cycle daily, you will get a very clear sense on how websites, TV, newspapers are constantly feeding and competing against each other, and reinforcing too. Today, while discussing the future of media there are few big issues that we need to keep our eyes on which all of the platforms and media share. Like for example, to pay attention on our media industry or to look at the business models, to name a few”.

The tectonic shifts taking place in the media and content worlds are going to irreversibly reshape how companies and consumers create display, view and consume content.

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

Experts from the advertising industry revealed their mantra for publishers at a recent event held in Delhi

Competition Vs Collaboration. Experts discuss which will help both digital and traditional media produce best results

He is said to be considering various offers and will take a decision soon