The combined experience of print publishers would be more than 1,000 years old. These practitioners have faced several storms from time to time but have weathered them all by their sheer imagination, reinvention, business astuteness and grit. This session will be a presentation of the experiences of publishers from South Asia newsmedia in a panel discussion.
With a plethora of content and information, there is a fatigue in consumption. Also the consumer has lesser loyalties towards any one media format or content that is irrelevant to their lives. This has compelled the print media owners to rethink the organisation of the newsroom and customise its offerings for the variegated audience’s tastes and preferences. In this session, a few editors from all over the country will narrate their real time experiments with truth and their strategies to a never before world of anytime, anywhere.
While media pundits and strategy consultants predict doomsday for print, there are some advertisers who are accessing their audience through print and it is a part of their core promotion strategy. How can these advertisers go against the prevalent wisdom? In this session, some of the advertisers will not only narrate what they are doing right in their communication strategy but highlight what print medium can do to make their communication more successful.
One word that is dominating the the world of business is technology and it is the dominant source of competitive advantage today. Technology is all about ubiquitousness, sharing, flowing, converging, analytics et al. While print companies are very technology driven, would some of the characteristics as described above be applicable in case of a passive medium like print. A technology start up would present the prototype of such a possibility. This session could be a game changer for the industry which could leverage the technology progress to make the current strength of print into a dynamic experience.
In this session the speaker would narrate how their innovation culture of regular renewal helped them defy the naysayers of print medium. This session would be invaluable for learning a new perspective for all practitioners.
Planning of media has dominantly been an algorithm based science and calculation of ROI by clients for campaigns is an important element for considering any media. It’s also a fact that the advertisers have been finding it challenging to balance their finite resources for optimizing REACH and OTS.
Publishers also have their set of challenges for continuously evolving contextual edit environment to keep their audience empowered.The investment in quality journalism is very critical today because of the trust deficit due to dominance of fake news.
Return on involvement in content has become an important element for the publishers to create daily algorithm for more content stickiness and offering advertisers and access point for a premium audience market. The importance of a trusted corporate brand to be seen in a trusted contextual environment cannot be over emphasised. Besides, to be closer to the custome , more hyper local content have become an indispensable offering. The rising input cost due to global factors is also compounding the challenges for the publishers.
Will the above two operating imperatives of advertisers and publishers meet in a mutually beneficial way? In this session strong believers of newspaper advertisers would reveal their mantra for publishers, so that a mutually win win formula can be evolved.
In an ecosystem where news and information get generated and shared in nano moments, magazine publishers’ lead time of release of issues might be perceived as anachronistic as Neolithic age. But magazine publishers have reinvented their content and brand strategy that has resulted in a rejuvenated business model. In this session, the practitioners would share their journey, both in case of B2C and B2B magazines that can be a great source of learning.
Marketing grammars are constantly getting rewritten in the age of Alexa and Google assistant. In other words, algorithm based strategy ( both data and insights rich) are more likely to curry favour with advertisers and agencies. Publishers need to tom tom assertively about their distinctive complementarity with other formats of delivery. And the good news is that it is possible. In this session the speakers and the moderator would elaborate the ways to leverage data and insights therefrom to facilitate informed decision making by the advertisers, beyond transactional rate haggling.
All the publishers have been investing in marketing promotional initiatives that are both brand led and advertiser led co-created experiences. In this session, the speakers from all regions would showcase their promotional campaigns that have made an impact, both at the brand level, and at the advertiser level.
Print medium is performing differently in different markets of the globe. It is well not impossible to generalise about a homogeneous pattern of evolution, innovation and actual performance. For example India has defied global gravity of print through innovative approach and vision of the Publishers. In recent times, one unmistakable trend has emerged in the form of high octane trust quotient of print medium in the age fake news. INMA’s globe trotting CEO would share some pearl of his wisdom for the audience through his empirical research to engender confidence in the bright future of news in general and newspapers in particular in the Indian context, where print medium continues to grow and there is huge headroom for growth.