“We advertise to grow business and to be ahead of the competition 365 days of the year; and at the same time, look good while doing so and earn more bucks to spend. For this, the advertiser wants a client who is sensitive to its need, trustworthy and delivers in adverse circumstances,” Harit Nagpal, Director of Marketing, Vodafone in India told an INMA conference this week. This is what advertisers want from newspapers.

Nagpal went on to explain that newspapers suggest connectedness and for that is a main reason why companies advertise in newspapers. They feel that newspapers can give them effectiveness, access, and speed.

Shashi Sinha, CEO of Lodestar Universal explained three necessary pieces of advertising in print: noticeability, consumer connectivity by localizing, and customizing brand message with unparallel flexibility. These things, he feels are needed to guarantee maximum returns.

Nagpal explained, “The print medium needs to grab eyeballs as the attention span is less; the audience is now accustomed to surfing between channels and flipping pages. So as an advertiser, I want people to come to me with ideas to hold the attention of the audience, smart ideas for each section of the page, and for different audience sets.”

Nagpal feels that things are not ok as they are right now in print media. “Print media has always been regarded as a credible medium with news on first page and views in the later pages. But now it is views on the first page and paid views in the subsequent ones.” He feels that this has caused a severe decline in the quality of writing. He explains that although print is not dead yet, if media owners, media agencies or creative agencies, don’t make changes soon, it will be. He ends saying, “There is enough scope for syndication and partnership to reach different sections in an effective way.”

Source:Follow The Media