How design thinking came to the rescue of print
Print news publishers on how design thinking is enabling them to stay nimble-footed in an era of content and advertising crisis
Digital is the future (if not already!), print is facing its worst-ever crisis, marketers must think digital first, how will print grow in this challenging environment...addressing these issues and more were some key print publishers at an ongoing media festival in New Delhi. The publishers spoke about how design thinking is enabling them to stay nimble-footed in what is evidently an era of content and advertising crisis for print players.Speaking about the success of Dainik Bhaskar and how the group has converted challenges into opportunities, Girish Agarwaal, Director, Dainik Bhaskar Group, said, “A lot of opportunities that we keep thinking about do not always make business sense. Also it is important to quickly put a plan of whatever you think (into practice) and one has to ‘fail fast and fail cheap’ because no idea is good if it is not scalable.” He also spoke about how design thinking enabled the group to grow in markets such as Haryana and Gujarat.
Sanjay Gupta, Editor-in-Chief and CEO, Jagran Prakashan Ltd, spoke about how Design Thinking has made Jagran one of the biggest media players in the country. “I think no media house can be successful if it is not financially independent. Newspapers for me are a very passionate vehicle for dissemination of information and point of view. It is the uninterrupted appointment that you have every day in the morning. However, the way print is consumed today is way different than what it was 30-40 years back and the newsroom has become the most challenging place to be in today.” He also spoke about the challenge for journalists to come up with compelling content in today’s multi-platform and attention-deficit world.
Anant Goenka, Executive Director, The Indian Express Group, spoke about the changing landscape of the Indian media and how consumers have been spoilt by free news on platforms such as Facebook and Google. “There is a famous saying that –‘If it is free, you (consumer) are the product.' The design of these free businesses is based on profiling audiences and having the richest and most dynamic audience data. And this is where we have dropped our eye off the ball.” He also spoke about how the print players still have monopoly over credibility if not over distribution and advertising.
“Whatsapp, Google and Facebook that provide digital solutions to advertisers are growing so fast that they are losing credibility in their content. Advertisers are now being forced to think beyond reach and frequency now," added Goenka.
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