Top Story

Home >> media-print >> Article

Customised papers: Time is right, more focus needed – Part 1

08-March-2011
Font Size   16
Customised papers: Time is right, more focus needed – Part 1

In an age of information overload by various sections of the media, can customisation of newspapers be one way to keep print media relevant for the readers? In the case of television, this has worked out well. Media experts share with exchange4media how they view the future of segmented content in India.

Recent times have seen the newspaper industry in India garnering higher revenue growth as well as attracting more readers. Expansion was not just in geographical terms, but additions of newer editions and more supplements as well.

In an interview with exchange4media, DD Purkayastha, MD and CEO, ABP Pvt Ltd, stated, “I think that niche will be the way to go in the future. One-size-fits-all strategy will not work in the times to come. Publishers have to be more focused and customise their product for a specific target audience.”

Over the years, audiences that marketers seek, along with the media and various ways to reach them, have become increasingly segmented. Advertising and promotional tactics have become more regionalised and focused on specific audiences. Despite that, while along with TV magazines have also targeted readers with customised content, there have been very few examples of segmented newspapers in country. That too when newspapers on youth and targeted at the agriculture industry have been able to attract readers and advertisers.

Sushma Y Jhaveri, Senior VP, Carat Media India, observed, “Like TV, there is need for specialised content for each reader. If print wants to increase its appeal in low reading segments like youth and women, they need to have specific offering from them.”

Along similar lines, Rajiv Gopinath, COO, Madison Media, believed that like TV content, newspaper should have customised content as per the need of the readers. He stated that a newspaper was like a TV channel. “You pick the channel you like to watch. Similarly, you pick the section of the newspaper you like to read. You prioritise the section you want to read first. So, if I can identify the need of a particular TG and offer a better product for the section he/ she picks first, there is then a market,” noted Gopinath.

Mohit Joshi, Executive Director – North, MPG, also believed that there was a need for segmented newspapers in India. He also noted that for that, business as a segment was an important case study.

As a segment, business has taken off very well in India in the newspaper industry too. However, another popular segment – youth – is still elusive for some newspaper owners.

In Part 2 of this special report, e4m will seek to decode youth as a segment for newspapers. Keep reading.
 

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
ADVERTISING INDUSTRY GATHERS TO HEAR RAJAN ANANDAN AT AAAI SUBHAS GHOSAL MEMORIAL LECTURE BW BUSINESSWORLD MARKETING WHITEBOOK SEES KEY MARKETING LEADERS AT LAUNCH IN BENGALURU MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 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

FabAlley digital campaign features fashion influencers proclaiming the bold message of believing in being just fab, irrespective of one’s size, shape, height or weight

The Mirzya fame actor will endorse the entire range comprising Lip, Eye, Face and Nail colours

SBI Life Insurance's ‘Main se Hum’ campaign establishes a sharp focus on the company’s portfolio of protection products