One Big Idea by Shashi Sinha: Cross-leveraging digital and print is essential

11 Mar,2013

By Shashi Sinha, CEO, IPG Mediabrands India & CEO, Lodestar UM

 

Nowadays, everyone is talking about convergence taking place between the mediums of print and digital, but is it really happening? Lots of publications today do have a digital existence but newspapers and digital tend to work as parallel streams and therefore there is no real convergence that can be seen.

 

For instance, leading publications like The Times of India and Hindustan Times have major presence in the digital space, but as different entities. Traffic to one is not really facilitating traffic to the other – cross-leveraging is not there. Globally, the collaboration between online and newspapers is big, and that is the future.

 

Indian publications need to act towards this now. More so the regional press. The need of the hour is for digital and print to be inter-related and inter-dependent. While everyone seems to have understood the power of digital they have done so while treating it as a separate entity compared to the others.

 

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