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While print continues to be looked upon very favourably by advertisers for a number of reasons, the print industry needs to deliver innovative value propositions to keep advertisers coming back for more.
At a panel discussion on ‘What it takes to be The Hindu’s preferred print media partner’ conducted during the Annual National Advertising Sales Meet here from June 12-14 the benefits of print media as we see it, include permanence, longevity and credibility.
“The Hindu is an institution by itself and people value it for the credible content. We have seen a lot of growth in business beyond Tier 1 cities over the last 6-7 years, which makes vernacular newspapers very relevant to our advertising needs,” said S Rajendran, CMO, Acer India, one of the four panellists.
Panellist Vimal Parthasarathy, Principal Partner, Dentsu Media, pointed out that over 350 million Indians read newspapers. Stating that research in neuroscience says that there is an emotional connect between people and the newspapers they read, he cited the example of Mike Ledwidge, a common man and citizen of UK who retired from service last April with a great deal of angst against public services in Britain.
Reach and reliability“Instead of expressing his angst on social media for free, Mike spent £11,400 of his hard earned money to put out a full page ad in The Guardian , where he criticised public services. This is because Print works, it has tremendous reach and reliability, credible content and in terms of impact and effectiveness scores over any other medium.”
Senior VP Marketing of Apollo Health & Lifestyle Ravindra Pai said he would like continuity in his company’s relationship with the print partner. “Instead of ad hoc spend on one ad in the first quarter and another in the fourth quarter, I would like to tie-up with my media partner for months to ensure continuity. Print is a very strong medium for us where we look for not only ads but for articles on healthcare to create awareness among consumers,” he said.
Sridhar Rajaram, Head-Marketing, Louis Philippe, Aditya Birla Group, said advertising in print is no longer about circulation, reaching SEC A, etc.
“We are looking to partner with print media to create content and co-own that content. Print as a category is a huge white elephant that we can’t get off our backs while we try to understand other viable options that are coming up.”
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