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Time’s to ‘add-on’
Burgeoning population of newspapers has given the opportunity to the readers
to choose the one, which suits their needs best. In ever-evolving forms and
figures, and distinguished linguistic attires, newspapers all around are serving
news as delicacies to their readers. So far, so good. Newspaper printers and publishers
have all reasons to bask in the glory of their accomplishments. But, if we dig just a
little below the surface, we will find a stark reality. Which reveals that newspapers
are surely going to face threat from newage media, be it internet, e-editions, multimedia
message services, radio or DTH television.
Count it on their versatility and promptness of delivery, with ‘easy and up-to-date
access’ being their USP, these alternative sources of news can easily lure a substantial
chunk of normal newspaper readers to take to their side. And when we think of today’s
scenario, where any one can opt for certain ‘news alert’
service activated in his/her mobile phone, many 24-hrs radio
news channels offering in-depth (and most importantly), upto-
date news and views on variety of topics on-the-go;
ready-available TV news channels (courtesy: DTH-TVs);
and hundreds of alternatives with internet to offer options
seem so plentiful that alternate news media stand out to be
the most fitting option for today’s time-stifled generation.
So, in a situation, where the once enviable reach and
effectiveness of conventional newspaper is getting gravely
challenged by the tremendously progressing new media, the requirement is to find an
alternative, or probably an add-on, to the conventional newspaper printing service.
If newspaper wants to get the patronage of its advertisers for long, they have to
innovate. It is not only the news and information that readers are gaining, they are
also getting advertising updates.
How about spreading wings and integrate new media forms as useful ‘add-ons’ to
the normal newspaper publishing? How about getting into collaboration with ad
agencies and device strategies for innovative cross-media marketing tools that would
help in better market penetration and spreading of clients’ brand information? And
while in the form of brochures, fliers, simple ‘stick-on’ possibilities with short marketing
message or any of the innovative advertisement manifestation that the printed form
conceives, which no other media can offer to advertisers.
For newspaper printers and publishers of all languages and types, the future calls for
rapid steps towards accepting the better means of reader’s retention. And in a time
when readers are deviating towards a speedier and handy media of information;
integration of effective new media services as add-ons and an unflagging
willingness to innovative may only effectuate a way out for a better future for
newspaper publishers.
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