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INMA: ‘Newspapers should diversify and protect their future, today!’

14-November-2008
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INMA: ‘Newspapers should diversify and protect their future, today!’

Identifying resources and ability to invest, transform and survive the transition from print to multimedia was the focus of the discussion on ‘A roadmap to transition: Leveraging the Newspaper to Build a Multi-Media Enterprise’. The discussion was part of the two-day INMA South Asia Conference, being held in Mumbai on November 13-14.

impact, the weekly magazine on advertising, media and marketing and Pitch, both from the exchange4media Group, are media partners for this event. exchange4media.com is the online partner.

A case study presentation on Rajasthan Patrika preceded a discussion on ‘A roadmap to transition’, which was moderated by AP Parigi, Managing Director, Entertainment Network India Ltd. The Rajasthan Patrika case study was presented by its Director, Siddharth Kothari.

While asserting that newspapers would not die, Sanjay Gupta, Editor and CEO, Dainik Jagran, also said that to ensure that the revenues did not go down, they would have to enter the digital arena. “An individual is exposed to so much multimedia and below-the-line activities that it is not a newspaper’s decision but a company’s imperative to diversify and protect the future today,” he maintained.

Jayant Mammen Mathew, Deputy Editor and Chief General Manager, Malayala Manorama, threw some light on Junction K, an integrated marketing solution arm of Malayala Manorama, which provides media solutions to brands in Kerala across media platforms. According to Mathew, “Multimedia solutions should be developed in such a way that the mother brand (in this case Malayala Manorama) does not get diluted. Every other platform should be built around one mother brand. However, in case of Rajasthan Patrika, they diversified into other mediums because they wanted to cater to a different target audience and hence, differentiated their brand from the mother brand.”

Parigi directed the discussion through issues like compatibility challenges and knowledge sharing among the different platforms of an organisation.

Some important conclusions arrived at following the discussion included – diversification helps newspapers protect their advertising revenues from new and complementary mediums. Moreover, different media platforms keep consumers across various interests connected and help them initiate a dialogue with the consumer. Essentially, by integrating online and offline editorial content, newspapers can transform passive consumers to active consumers and create a mechanism to create news and information.

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