Newspaper reading on the decline in most markets, except India: Andy Brown, Kantar Media

Industry experts at the South Asia Media Festival 2019 organised by International News Media Association share insights on the Print industry

e4m by Shreshtha Verma
Updated: Nov 22, 2019 1:46 PM

The South Asia Media Festival 2019 by International News Media Association (INMA) saw industry experts trying to debunk myths about the print industry in India.

While experts spoke about various myths and issues with the Print industry, Andy Brown, CEO & Chairman, Kantar Media, spoke about the growth of the print medium. He backed his presentation with data released by TGI Global quick View Report.

Out of 22 countries in TGI Global Quick View, India is the fourth largest market for newspaper publishers. Even in the age of digital, print remains the 2nd most consumed media after TV. With its loyal and exclusive reader base, print is the most credible medium among Gen Z too, says the report.

“Twenty years since the internet began playing a part in lives of consumers, the reading of newspapers in hard copy continues to fall in most parts of the world. One major exception is India," said Brown.

The audience for news brands in their traditional printed format has been on the decline in many markets around the world for so many years. But in India, the scenario is the exact opposite. Here, in India, the increasing population and socio-economic growth is resulting in a boom in readership of Hindi and other regional newspapers, said Brown.

Agreeing with Brown, Dolly Jha, Lead Marketing, Effectiveness Practice, Nielsen, said that while people think that print media is already dead it is still the most effective medium in India.

"Indians continue spending a significant amount of time on Print,” stated Jha.

Data provided by Kantar Media also show that 48 per cent of consumers prefer to rely on audio-based medium.

With the rising demand for Alexa and Amazon Echo, audio-based devices could surely be the future of marketing and advertising but for news consumption, even GenZ heavily relies on print, say experts.

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