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The Reset: Will Print Media Finally Succumb to the Digital Onslaught?

3 min read
Will Print Media Finally Succumb to the Digital Onslaught?

The sale of newspapers is shrinking globally. Sensing this, the newspaper giants such as The Times Group, Hindustan Times, The Telegraph, etc. have been adapting to the evident shift to the digital readership. These newspapers have their digital auxiliaries existing together with their print editions to cover all kinds of readers across the country. Not only this, but the major publications have also expanded into delivering more services to their readers such as podcasts, videos, YouTube channels, Webinars, etc. to keep their audience readership intact.

With the palpable metamorphosis of the traditional print media heavyweights, the dependence on the older models to generate revenue also saw a drastic change. This is a direct consequence of the digital revolution brought forth in the country during the last few years. With easy and ready access to the Internet, This automatically meant that the viewers got more attracted to the AV-based content. Other than this, experiments with the latest technologies by the print media giants such as AR-based content, AI (Artificial Intelligence), ML (Machine Learning), Interactive videos, etc have been shifting the dynamics of the publishing industry.

List of Top Newspapers in India

Name LanguageHeadquarter
Dainik JagranHindiKanpur
Dainik BhaskarHindiBhopal
The Times of IndiaEnglishMumbai
Malayala ManoramaMalayalam Kottayam
Amar UjalaHindiNoida
Hindustan DainikHindiNew Delhi
Rajasthan PatrikaHindiRajasthan
Dina ThanthiTeluguHyderabad

Furthermore, The silver lining of a revivification of the print industry was crushed by the onslaught of the COVID-19 pandemic. The lockdown in India dealt a severe blow to the printing presses as they either halted their operations or worked with a lesser number of employees. As a result, the traditional print industry is going through a tough time in its fight to keep the same hold in the market. Besides this, the rumors of the spread of the dreaded virus through newspapers also brought many newspaper companies fighting to generate ample ROI for their subsistence.

As per a study, during the lockdown period website visits and mobile application downloads increased considerably. Additionally, the month of March alone saw the increase of around 453% in the usage of news apps, according to a study by InMobi Insights.

However, print media companies could take this opportunity to change their impact in the digital age. Although in these demanding times, to build traction to this dwindling industry, the print media giants have to come up with new and innovative ideas to retain the loyalty of the readers and reinvent their approach in the post-COVID world.

FAQ’s for Industry News (Advertising & Marketing) –

By the end of 2019, the Indian ad industry was close to INR 68K crore and was expected to grow by more than 10% to reach INR 75K crore by the end of 2020 (Figures before COVID-19 pandemic).

Main outdoor advertising formats include –

  1. OOH Hoardings.
  2. Unipoles.
  3. Transit media like Bus, Train, Car Ads, Auto branding etc.

Is Print media on the death bed when we compare it to growing Digital media?

Organized retail being the leader in OOH ad spends is followed by Real estate, Jewelers and Hospitals.

Below are the top 5 news portals covering ad, marketing and PR related news.

You may also refer for seasonal industry campaign details.

Most of the outdoor advertising media comes under state government and local municipal bodies invite tenders at regular intervals (1 year, 2 years or more ..) in lieu of license fee.

Top 5 OOH ad agencies include MullenLowe Lintas, HAVAS Worldwide, Publicis, Laqshya group and Bright outdoors.

Presence of lots of illegal media due to corruption and political influence is a constant threat to business run by legitimate media people in India.