The Anchor: 7 reasons print will never die (despite declining readership figures)

15 Oct,2012

By Pankaj Arora

 

#1 Akhbar mein likha hai toh kuchh toh sahi hoga:

People believe in the written/printed word over television. Huge debates happen around what is read. Depending on the news and its impact as well as the personal points of view, layered by the individuals’ leanings, great discussions at the ground level take place on any event. However, the final word on the subject is based on what is reported.

 

#2 Bijli kahaan hai bhai:

Power is a major issue in most parts of India. Even within the top 10 cities, not all have 24-hour of electricity. And it is not necessary that they will have electricity in the few precious minutes one has before setting out for the day. Mainline newspapers are read by the working people mostly in the morning. Most often, over the cup of morning tea.

 

#3 Pura maamla hai kya?

A basic desire to understand the issues in detail requires one to spend time and dwell on the reportage in depth. Different points of views of the different affected parties as well as the implications will help print stay relevant and around.

 

#4 Ghar mein TV hai. Ek!

Most families are a single-TV household. Unless there is a major event that has taken place, the content that is watched is what the whole family can see together. So crime and horror shows probably blank out the real issues. While news is watched, it is not preferred by the whole family. As a result, the first thing that most people do is wait for the paper to get a complete perspective.

 

#5Special Discount! Sab se Sasta! Diwali Ka bumper offer! Sirf Lalaji Ki Dukaan mein.

The boom in retail will continue to percolate down through India. With more and more malls coming up even in small towns the growth in Tier 2/3 towns will require local advertising. The housewife too, laps up the newspapers or its supplement to keep herself abreast of the great deals that are made available to her.

 

#6 Bade Chowk mein aaj Morcha. Dehant ki khabar. Tuition Classes. Dance Masterji.

Local news and issues are best covered through print and will encourage proliferation of local editions as is evident for the last five years.

 

#7 Train/ Bus mein:

During travel most of the time is used constructively to catch up on the news. As travel times keep increasing, the need will only increase.

 

Pankaj Arora is National Planning Director at Triton Communications

 

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