Industry hopes IRS 2019 will re-establish the primacy of Print
The Indian Readership Survey to show how Print has performed in the Digital era, say industry heads
It’s only a few hours away to the release of the Indian Readership Survey (IRS) 2019 Q1 data. The report is expected to answer the big question about how Print has performed in the era of Digital media and the industry is eagerly waiting for the IRS numbers.
We spoke to some industry experts about their expectations from the IRS data.
MV Sreyams Kumar, Joint Managing Director at Mathrubhumi, said: “The year 2018 has been a challenging year for Kerala with unprecedented floods and local unrest due to political and social issues. This impacted businesses across verticals. We are still at the stage of recovery and are hopeful that the report will provide a holistic view on various market dynamics and media consumption basis, which will help in understanding our present position in the market.”
Like Kumar, most Print media heads are looking forward to the IRS report with much curiosity.
Kaacon Sethi, Chief Corporate Marketing Officer at DB Corp, said, “We look forward to the IRS Report. We will have data for every quarter - this predictability is good for the industry.”
N K Appachoo, Business Head, Kannada Prabha, and Suvarna News said: “It will be interesting to see what the IRS report on newspaper readership says. With most vernacular newspapers in Karnataka seeing a marginal decline in circulation, as per ABC, I am largely expecting the IRS 2019 report to reflect the same in terms of readership.”
Most of the Print media leadership hopes that IRS 2019 Q1 data will show how Print can never be driven to oblivion because there are still readers aka takers for it.
“After a long gap, IRS 2017 provided a more holistic approach to readership. We know from our own experience that while Digital media has grown in double digits and TV has consistently shown growth in reach, Print has also expanded its footprint in readership and reach, which we sincerely hope this IRS will capture. We hope IRS 2019 will re-establish the primacy of Print as a medium of building brands and that of high recall value due to the time spent and the quality of the experience it drives,” said B Srinivasan, Managing Director at Vikatan Group.
Amit Chopra, Owner of Punjab Kesari Group, is confident that their numbers have gone up and that the IRS shall reflect the same. “Navodaya Times did not feature in the last IRS. This time, it has been included and it will have a significant impact on our numbers. There is no doubt that Digital has witnessed phenomenal growth but I don’t see any downside for Print. In fact, the rise of Digital is good for publishers as the paywall model is gaining more popularity and benefiting us. Overall, I would say there is a positive expectation from the upcoming IRS,” he said.
“Today this is taken as a currency in our industry. In my opinion, especially for language dailies the media agencies and the clients need to give weight to the local strength of the newspaper.. We believe in our brand and add value to the advertisers' paisa. We are sure we add value to every advertiser as we have lasting relationships with all”, says Martin King, National Head - Advertisement, Dinamalar.
Creative experts, too, are looking forward to the numbers. “From a creative standpoint, Print is an interesting medium and the last IRS did validate the importance of the medium in the life of a consumer. We look forward to some interesting findings in the 2019 version that pushes us to more interesting work,” said Amit Wadhwa, President, Dentsu Impact.
(With inputs from Neethu Mohan, Ruhail Amin, and Tasmayee Laha Roy)
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