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Print media goes aggressive on brand positioning

08-June-2004
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Print media goes aggressive on brand positioning

Advertisers may look at print media as one of the most powerful medium of advertising but when it comes to building a brand, print players are aggressively looking at all modes of communication – be it outdoor, electronic, personal or in-house publication.

An industry expert points out that over the past five years the trend of brand positioning has taken the print publications by storm. It’s not only in-house ads that dominate the pages of various publications, advertisers are also being effectively attracted towards outdoor, Internet and electronic media. On an average, these days print media houses are spending around five per cent of their annual turnover on advertising. The trend of print media more seriously looking at brand positioning has added another business opportunity to ad agencies’ clientele, observes the expert.

Rajiv Singh, VP, Marketing, Amar Ujala, says that newspapers over the years have been tailored to suit the needs of readers. At present, there is an intense competition in the industry. Advertising is playing an important role and different modes of marketing – outdoor, electronic, print, internet – all are being effectively used to capture both the readers’ and advertisers’ attention. On an average, Rs 10-15 crore is being spent annually on the various advertising plans, adds Singh.

Supporting Singh’s view, Girish Agarwal, Director, Marketing, Dainik Bhaskar, says for newspapers the target audience is basically the advertising community and readers. The former forms a small percentage. However, both these audiences are being effectively targeted through various media like print, Internet, electronic, outdoor, events and personal contacts.

Anand Bhardwaj, VP, Marketing, Hindustan Times, says, “Looking at advertising in the context of newspapers, the biggest advantage we have is that newspapers themselves are the biggest carrier of advertising. Hence, in their case, readers are targeted through a strong product. Various other forms are used to attract non-readers.” He adds: “The growing competition in the industry has undoubtedly propelled advertising these days.”

Pankaj Bilwariar, Regional General Manager, Marketing, Malayala Manorama, points out that while targeting the audience, in-house ads seem to be of the top-most priority, while for niche target audience, other forms of promotion like mailers are used.

Balbir Kumar, AVP, Lowe, says that newspapers seem to have started realising the need for advertising to ensure brand promotion. “Recently some of the major newspapers have called ad agencies for pitch. All these seem to be a follow up of a trend created by electronic media,” he adds.

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