The Anchor: Sumanto Chattopadhyay on 7 reasons why print cannot die as an advertising medium

10 Oct,2011

#1 Every time a new medium comes into being, premature obituaries are written for preexisting media. This happened with radio, when television arrived. And with TV, when the internet came along. But I ask you, are radio and television dead?

#2 In India, newspaper circulation is on the up and up. New newspapers are being launched every day. Almost every page of every paper has an ad or two. So where does the concern arise?

#3 If paperbacks and magazines died, we might worry that print advertising could be next. But novelists are thriving. The Economist is growing. So me no worry!

#4 While there are writers, print advertising cannot die. As a writer, I can tell you that the urge to write is too strong to shrivel and give up the ghost.

#5 The smart phone, tablet and laptop are just not as easy on the eye as the printed page – so to protect our ocular health we will opt for print and print advertising.

#6 Paper running out could be a serious blow. But with afforestation and recycling we are licking that problem.

#7 And finally, imagine sitting on the pot with your laptop and clicking on some web banner… Nah. Print rules.



Sumanto Chattopadhyay is Executive Creative Director, South Asia, Ogilvy & Mather Mumbai.

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