One Big Idea by Suresh Srinivasan: Being conversational will matter

25 Feb,2013

By Suresh Srinivasan, Vice President (Advt), The Hindu Group of Publications

 

One must look at the overall landscape of the media industry to understand the survival and growth strategy. Growth for the media business has come from diversifying to various multimedia offerings. The print players have gone on to have various properties in different mediums, be it television, radio or OOH among others.

 

The overall industry has been growing at a moderate pace. For the print industry, the game-changer has been the supplements. These supplements are specific in targeting people thus catering to a specific need and taste. Specific targeting also becomes possible with multiple supplements which are also very innovative.

 

While supplements are something that we have already experimented with, if one were to look at the game-changer idea for print it would be to explore possibilities of making the product more conversational. In today’s era, the internet is one of the biggest threats to the newspaper business but one can look at integrating this medium with print and leveraging it to reap benefits. One can take up local micro issues using the reach that print has and then take the discussion further online. This would also help in getting the emotional connect which is extremely necessary to make print relevant to its consumers. Another game-changer idea would be to look at ways to get the FMCG companies who have moved to television, to start spending on newspapers. Print can give the FMCGs who are traditionally big advertisers great value, but the need is to show these players how this category can benefit if they up their spends on this medium.

 

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