Advertisers want their messages to reach the right consumers. Unless the environment is highly inappropriate, there is no problem in placing an advertisement where that consumer is, even if it is on tabloid content. Additionally ‘quality’ publishers are often given a premium for the association their environment brings. Which is where I’m a bit puzzled with the lament ascribed to Dr Roy. Inventory has always been valued differentially taking into account audiences and environments. The biggest discrimination, of course, has been on language. English newspapers, English TV news and entertainment channels have all commanded a hefty (CPT/ CPRP) premium over their regional language counterparts. If anything, on the contrary I would expect the language publishers to be questioning the premium in many cases. I understand and empathise with the larger point Dr Roy is making of discouraging the tabloidisation of news. But to me the matter of not supporting tabloid in favour of credible news is more an ethical than a pure marketing based call. One that advertisers could give a thought to.

Vikram Sakhuja is a senior media professional

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