“As per Madison’s study last year, print improved its ad revenue share by 0.4 per cent, whereas television lost by more than 1.4 per cent”.
With more brands coming in, the advertiser can reach his target audience by going with two papers, say, DNA and Mid-Day (In Mumbai), at half the cost. The literacy wave had just begun and, in rural areas, newspapers are a good medium for advertisers “to look beyond wall paintings”.
Also raised the point that while in the 1970s, a litre of petrol cost Rs 1.30, a newspaper cost Rs 1.50. While the prices of petrol have gone up beyond Rs 45, the cost of the newspaper has remained static. The consumers were not ready to pay more, & newspapers had to depend on advertising to survive.
“No newspaper today will pull a story on a corporate as it runs on corporate advertising.... The core value of the newspaper is not to carry an ad. We need not lament the death of the newspaper. Instead, we need to lament the death of the ethics of a newspaper,”
Taking strong objection - The newspaper houses were themselves to be blamed for the situation, and not the readers or the advertisers. “For a long time, all had an unwritten rule to have 50-50 revenue from circulation and advertising. It’s newspapers who decided to price the paper at Rs 2 – the advertiser has not told you to change the equation. As for ad pricing, it has to be based on the value the advertiser gets and not on the basis of printing costs.”
Rajdeep Sardesai, editor, CNN-IBN, and Vinay Chhajlani, CEO, NaiDunia, agreed with Tejpal that at times, they had to work in tandem with the marketing team. Chhajlani even revealed that often, he received calls from the marketing team to stop a story or else he would lose an advertiser.
At the same time, quoting figures from the Indian Readership Survey (IRS), readership had dropped by 20 per cent and “the biggest fall seems to be in the 15-34 years’ age group. The group has lost more than two crore readers.”
Taking strong exception to the IRS figures - “Is the survey being done in the smaller towns? How are these surveys quantifying readership in these towns? Are the marketers looking at these towns?”
“Your first entry into literacy is not the e-paper. It is the written word. So, the newspaper is not dead as yet. It’s just the beginning,”
.
With more brands coming in, the advertiser can reach his target audience by going with two papers, say, DNA and Mid-Day (In Mumbai), at half the cost. The literacy wave had just begun and, in rural areas, newspapers are a good medium for advertisers “to look beyond wall paintings”.
Also raised the point that while in the 1970s, a litre of petrol cost Rs 1.30, a newspaper cost Rs 1.50. While the prices of petrol have gone up beyond Rs 45, the cost of the newspaper has remained static. The consumers were not ready to pay more, & newspapers had to depend on advertising to survive.
“No newspaper today will pull a story on a corporate as it runs on corporate advertising.... The core value of the newspaper is not to carry an ad. We need not lament the death of the newspaper. Instead, we need to lament the death of the ethics of a newspaper,”
Taking strong objection - The newspaper houses were themselves to be blamed for the situation, and not the readers or the advertisers. “For a long time, all had an unwritten rule to have 50-50 revenue from circulation and advertising. It’s newspapers who decided to price the paper at Rs 2 – the advertiser has not told you to change the equation. As for ad pricing, it has to be based on the value the advertiser gets and not on the basis of printing costs.”
Rajdeep Sardesai, editor, CNN-IBN, and Vinay Chhajlani, CEO, NaiDunia, agreed with Tejpal that at times, they had to work in tandem with the marketing team. Chhajlani even revealed that often, he received calls from the marketing team to stop a story or else he would lose an advertiser.
At the same time, quoting figures from the Indian Readership Survey (IRS), readership had dropped by 20 per cent and “the biggest fall seems to be in the 15-34 years’ age group. The group has lost more than two crore readers.”
Taking strong exception to the IRS figures - “Is the survey being done in the smaller towns? How are these surveys quantifying readership in these towns? Are the marketers looking at these towns?”
“Your first entry into literacy is not the e-paper. It is the written word. So, the newspaper is not dead as yet. It’s just the beginning,”
.
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