Anchor | One Big Idea by Rahul Kansal: Multi-dimensional appeal a must for print

11 Jan,2013

By Rahul Kansal, Executive President, Bennett, Coleman and Co Ltd


Newspapers should be able to engage readers in a variety of ways and should stimulate all the senses of their consumers. What I mean is that print has been largely restricted to having a one-dimensional appeal where one plays only with visual elements. But what really is stopping us from taking advantage of the technological advances and say, adding an audio element to the medium?


Or we can even look at stimulating a sense of smell in the print medium. I am not saying that such experiments are not happening but they are few and far between and the need is to increase the frequency of such innovations that will help develop better engagement with our readers.


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