Newspaper or Advertpaper !
These days newspapers have become fatter in the weekends ,not by news content ,but the advertising content .Its another fact ,the way the newspaper lands all crisp at the door steps in the morning ,it goes to the raddiwallah mostly in the same crisp form !
Some newspapers are so cluttered these days that you are left wondering whether its worth the money being spent on it by the consumer ,when its asking you to spend more monies on brands thru all the advertising !
Most of brands who advertise must be clear that this the medium to try still ,as everyother brand in its category ,is in it too,best example is real estate ,each day there are some 20 projects vying for attention everyday ! We ponder to think whether it works ? Maybe it does ,when you connect to the location of the property or price ,or feature !
With so many new mediums like mobile ,social media ,youtube ,online available for marketing ,you are left wondering as to what would be ROI of newspaper advertising !
Newspaper brands ofcourse would need advertising to survive in the first place ,there have been innovation like jackets ,stick ons ,paper marks etc ,
However with wanning consumer time ,minimum time being spent in reading this medium ,plus all the clutter , surely makes it a case of a spiral exit medium soon for brands !We shall see ,time shall tell ,and that shall be some news !!
Comments
New government's rural digital connectivity programme and new telecom policy will take care of the rate at which digital penetration in our country which in tern will decide the fate of this print media(news paper).
Newspaper marketing may further rise in coming days as other mediums are stressed.
Radio is not heard by many & visual impact is lost. Multiple channels on TV & ads specific to local population is difficult & expensive. In case of digital media, it is far easier to skip unless it has a great content. Because of customization, all ads may not reach the masses. Though digital media is cost effective but penetration required.
Other than newspaper, another such medium which may irritate yet reach may be ads between movies & OOH.