Print advertise
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How print media is related with the advertisement industry. What is the growth and which are the major factors affecting media.
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Print advertise
- 2. Introduction • Advertisement or promotion is the best way to increase the rechability of the product. • Print media from last 100 years is the important medium to promote a product. • Print is the 2nd most preferred medium after TV add in India (FICCI KPMG 2013).
- 3. Distribution of add industry Add Industry TV 46% Print 26% 28% others
- 4. Medium • News paper add • Magazines • Pamphlet • Stamp
- 5. Growth • The growth of Print advertisement is 9.6% in 2013. In 2012 it was 7.3%(FICCI 2013) • In comparison to other medium growth rate is slow. • So print media needs better innovation in advertisement .
- 6. Competition FICCI KPMG Medium Percentage TV 12.5% Print 7.3% Film 21% Music 18.1% Radio 10.4% OOH 2.4% Animation and VFX 13.9% Gaming 17.7% Digital Adds 40.9%
- 7. Attraction • Attracting Features of print media • Magazine 1. TIME 2. Forbes 3. Cosmopolitan 4. Sports Illustrated • Pamphlet cum Brochure • Animated graphics
- 8. Innovation • Times of India came up with a great option ALIVE APP. • This app navigates directly to the source page and displays the video of current image. • Animation in printing may be the next and better option.
- 9. Agency’s Perception • According to the most of agencies in Delhi NCR top rated news paper 1. TOI 2. Hindustan Times 3. Dainik Jagran(Hindi) 4. Hindustan(Hindi • The cost adds depends upon the no. of readers. • The cost of different pages is different. Front page has the higher cost.
- 10. Company’s Perception • Now a days companies are shifting from print media to digital media. • Companies are spending 60% of their cost to digital medium. • Share of print media is 15-20% only.
- 11. Customer’s Perception • Customer’s visibility is on front page and last page. • Rest pages have lower chances to generate more visibility. • Customers are shifting to other news paper due to more adds and less news.
- 12. Threat • The biggest threat for print media is digital media. • Growth of print media is 9.6% and digital media is 59%(FICCI KPMG 2013). • Growth of TV in the rural sector is also the major concern.