By Shailesh Amonkar, Chief Marketing Officer, Sakal Media Group

1. Relevant Circulation and Readership

Regional publications in many markets have wider circulation reach and deliver better quality mass audience.

2.  Stronger bonding

Regional publications have a far stronger emotional bonding with the reader. The connect that readers have gets leveraged for the advertisers and strong credibility among their readers adds to this.

3.  Speaking to consumers in their own language

Reaching out to consumers in their own language delivers better response since they identify with the brand strongly.

4. Advertisers are looking at maximum reach and sales

The objective of any communication is reaching out to maximum audiences and achieving sales so if regional publications deliver these they would not be ignored.

5. Regional markets growing for products and services

Today regional markets are delivering sizable sales for most products and services and FMCG, telecom, consumer durables have all been focusing on regional publications and hence they are critical in any media plan. Yes, the brand credibility is an important factor and this is where the media planner needs to go beyond figures and understand reader bonds with each brand.

Shailesh Amonkar is Chief Marketing Officer, Sakal Media Group