The Anchor: 5 ways to make print more relevant for advertisers

09 Aug,2012

By Ashish Pherwani

 

1. To make print more relevant for advertisers, we’ve got to have more interactions and more engagement through either digital or activations on radio or any other vehicle. There needs to be a level of engagement built into the print offerings of media companies. Advertisers are looking at some kind of measurement which is not just readership but a measurement of a deeper level of engagement.

 

2. You have got to make print more relevant to the reader, and therefore the one-size-fix-all newspapers being generated today may not be the answer and it may call for better segmentation and better understanding.

 

3. Overall, the print companies need to realize that they are no longer B2B companies, that the main asset they hold is their relationship with their consumers and their readers. And therefore, they need to evolve into B2C companies, build databases with their customers as information and optimize that database for different advertisements.

 

4. As youth moves away from its consumption of newspapers and moves towards different methods of consuming media, newspapers need to be able to figure out ways to retain those youth, either on some other medium or by giving them the kind of news that they want to read. Most publishers still believe in giving out news which they believe is relevant. Therefore giving youth-centric content is something that the industry needs to work on and youth is a category which most advertisers look forward to.

 

5. Print companies need to proactively come to advertisers with innovations with products that resonate with their brands.

 

Ashish Pherwani is Partner-Advisory Services, Ernst & Young India

 

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