Mahesh Advertising and Designing

Despite rapid digital evolution in India, traditional and non-traditional media are likely to grow and coexist over the next few years. A new report,  One Consumer, Many Interactions,  by the Confederation of Indian Industries (CII) and Boston Consulting Group (BCG), said India will remain a multi-modal market, considering the consumer has access to multiple platforms. However, there will be differences in “what”, “when” and “how” media will be consumed. “There might be a slowdown of growth in traditional media, but there is still much headroom for growth, given the penetration story has not played out completely,” said Kanchan Samtani, partner and director, BCG. More than 95% TV households in India are single-screen; hence, most TV consumption happens in a family-viewing setting, the report says.  The Indian consumer is not entirely used to paying for content, while most platforms are advertising driven, unlike US, where the cost of a cable connection can be as high as $80

A booster shot from the general and  state elections  and greater credibility will make the  print media  a dominant force in India in 2019, surpassing an impressive growth rate of 2018, Magna Global, a division of media agency group IPG Mediabrands, had forecast.  As per the report, print media ad revenues grew 5.6% in 2018 to Rs 22,121.8 crore, and it is expected to go up to Rs 22,424.3 crore in 2019.  Shashi Sinha, CEO, IPG Mediabrands, said print is also growing because of the credibility it offers in this era of fake news. “India is the only market in the world where print continues to be dominant and is growing in all aspects — circulation, readership and geography. The medium is growing strongly on the back of language, which has led to the growth in the number of language newspapers,” Sinha said.  “There is no denying that there are platforms causing strain on print but the attributes of well researched, in-depth content and authenticity can only be endorsed by print

Ever since digital media exploded into our homes, offices and lives it has long been speculated by the pundits of the advertising world that the days of print media are over and its on the way out. However, as we hit the middle of 2018, we find that these speculations couldn’t be more wrong. Print media is here to stay and how. For its advantages are still relevant to marketing plans and play a significant role in reaching targeted markets, communicating a message effectively and driving people to desired action. The advantages that print media has over digital media are many… 1. Due to its long history of being a part of our lives, readers trust print media more and its credibility is very often associated with that of the publication that carries the ad. 2. With the deluge of fake news and websites on the digital media, print ads in respectable publications are taken more seriously by the readers. More so, when people unplug from online media they invariably turn to print f