Rewind 2015: Guest Column: Print media is all set to grow from strength to strength: Pradeep Dwivedi
Pradeep Dwivedi, Chief Corporate Sales & Marketing Officer, Dainik Bhaskar Group writes about the trends that print witnessed in the year 2015 and expectations from the coming year
This year the e-commerce business saw a plethora of entrants, each trying to outdo the other, in effect trying to outshout the others. 2015 saw online retail giants, both home-grown and MNCs, benefit by taking a sustained exposure to the potential of UnMetro Markets, as many of the online players now get over half of their sales from smaller towns. Not surprisingly, they used print to gain maximum sales traction. Regional print was often chosen by them to partner their ambitious drive for sales. Print chosen as a strategic partner is an indication that print and digital are ‘comfortable partners’. Possibly, this will be the way forward, once the euphoria of digital purchasing stabilises and forming long term opinions becomes the strategic intent for the e-commerce players.
Popularity of Apps
There is an app for virtually everything now. UnMetros have shown no dissonance to apps. Many in smaller towns routinely book taxis through app now – a sight unthinkable a year ago. However, an app only strategy may be still uncertain for most, for example a leading fashion lifestyle app re-looking to have a mobile website presence now. In such a scenario, the continued reliance on print medium to promote the app or website presented an interesting and unique (perhaps) approach. Here print was used extensively to promote digital adoption and symbiotic marketing.
End in sight to IRS conundrum?
On the IRS front meanwhile, there is a slow and steady progress on a variety of issues between publishers and RSCI. There is a constant dialogue and many recommendations have been taken on board. Nielsen has spelt out a revised road map with increase in sample sizes and enhancement of security measures. One hopes to see real progress and to get IRS back on board as an established metric for print as soon as possible.
ABC – sustained enduring currency
With the readership survey yet to take off using the new data collection methodology, the old warhorse ABC continued to be the measure mechanism depended on for newspaper rankings.
As shared in the Ad Club media review earlier this year, print media remains an effective antidote to continuous partial attention of the audiences, and hence is all set to grow from strength to strength in the coming year too.
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