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Digital vs. Print Media in Asian Publishing

Digital vs. Print Media in Asian Publishing

In these fast-paced times one would assume that print media is on its way out, trampled by the digital giant.

But, there is one place where print media is not only thriving but standing out in a saturated digital advertising market.

India’s population is quickly growing in its literacy which, in turn, is driving an increase of sales of print media. Innovation and creativity is the key in the success of print media advertising in India and other Asian countries. Newspaper advertising is becoming more interactive, including technology like QR Codes that can be scanned into mobile devices to provide customers a complete print and digital experience – an advantage to both markets. Recent successful campaigns have included scratch and sniff print advertisements and real estate ads featuring ‘window’s that open to reveal new developments.

Advertising via print media gives a forty percent reach when the ad is placed on the front page.

Done the right way, print media isn’t just a visual medium – it can be an interactive experience that can make more of an impact on consumers. For example, Volkswagen recently launched a new print campaign for the Jetta, complete with a talking newspaper and blue headlines.

Digital media need not fear. Print and digital target different audiences and thus, have no need to compete. Magazines cater to a select group of interests and have a long shelf life – they can be around long after the advertising campaign ends, giving more exposure to advertisers and products than a commercial. Another advantage of print media is its pass along quality. If you’ve ever found a newspaper or magazine abandoned in a seat on the bus, then you’ve experienced this for yourself.

Customers are becoming overexposed to digital media; therefore it has become less effective.

Print media is also much cheaper to produce than digital and offers a more tangible experience. Consumers can reach out and touch a glossy photo in a magazine, rip open and smell new perfume, or even touch a new fabric sample. With a still-developing infrastructure, print media is ideal for areas where devices, networks, and language barriers continue to exist.

Forty-four percent of India’s literate population does not currently read any print publication and with a population of 895 million people, the growth potential in India for print media is significant. Useful for such things as political advertising and deemed to be more professional in many ways, print provides relevant and fresh content. Print media is a brilliant way to promote new, practical online products by providing the initial advertisements and giving consumer’s ways to find more information online via a website or blog.

Effective advertisement doesn’t necessarily have to be digital as long as it follows three important rules: it must deliver brand objectives without overpowering the message, be creative in its content, and maintain its credibility. Doing this will ensure that print media overcomes its perceived challenge of being a ‘vanilla’ form of communication and that both forms of media can work together to face the challenges of a new market.