S K Khurana
|
I
n the Indian newspaper publishing industry, still there are lots of clearly evident or latent possibilities of gradual multifaceted growth and everyone involved in the constant race to reach more readers and generate much revenues. Albeit following the years-long financial crisis that started in the industrialised nations in 2007 and spread to the real economy across the world including India, the industry faced a significant slowdown in the overall outputs keeping decision-makers busy in reckoning to counter the negative impacts on business. But now the economy posting a remarkable recovery justifies optimism for all and the industry tends to get vigorous dynamism again.
In the emerging phenomenon of multi-channel news publishing requiring to bring structural change in the newspaper business, the big challenge in planning for expansion is to identify where it is needed and to what extent any initiative in this respect would ensure the adequate boost in the whole business performance. For the purpose, the two factors may be pondered over that can prove performing well in India: to increase density of regional/local print editions, and to strengthen digital platform with special focus on m-editions (mobile/PDA versions).
While digital editions becomes instrumental in improving readership, the more regional print editions covering local news can strengthen business rather efficaciously. The success of region-wise introduction of newspapers can substantially be observed in vernacular languages. For instance, the largest Hindi daily Dainik Jagran has grown up to 37 editions, and Dainik Bhaskar is present in nine states having 27 editions and now planning to enter into three more states including J&K, Bihar and Jharkhand in the next two years. The national English newspapers such as The Times of India, Hindustan Times and The Hindu, etc (whose editions are below twenty) and other vernacular dailies also may get advantages of the region-oriented strategies by increasing density of print editions. Wider local coverage would also help them in attracting audience through m-editions becoming quite effective in Indian market as the mobile penetration is greater than that of broadband internet in the country. Hardware and software suppliers to the industry will also be benefited with the expansion drive to this direction resulting the installations of new equipments in pre-press, press and post-press, along with the digital publishing engines.
So, it is right-time to go closer to the readers through local editions along with reaching to them via digital communication channels that will not only improve the strengths of business but ensure the empowerment of the society by educating people and spreading awareness, which is deemed the key common goal of the entire newspaper publishing industry. We wish winning time ahead for all!
