PRINT MEDIA

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; .. a candle in the age of the electric bulb.

But it is still lightning our lives

As it has its unique identity which gives an advantages over other medium. It is cheap it costs less than a cup of coffee, High Reach Prospective as it cover urban as well as isolated part of rural India. Specific Target Audience ex- A sports magazine would display sports related ads to cater to its readers Readership is mostly longstanding and loyal where as on other medium like TV switching is highly susceptible. It continues to evoke the same interest, laughter, and (more importantly) the same temptation and urgency.

 The reader is highly involved while reading a newspaper or magazine so more likely to connect with an add Print Credibility is high as it holds a higher position of trust and value than online medium. More than half of the worlds adult population reads a newspaper. More than2. 5 billion read the print edition and over 600 million read the digital edition. This represents more readers than total global users of the internet.

Print ad overtook TV ad 2012

8% 6.50% 3.20%

0.50%

41.70%
Print TV Internet

40%

Outdoor Radio Cinema

Source: Pitch Madison Media Advertising Outlook 2013

 Print grew by 4 per cent, as against the projection of de-growth. Mainly because of the increasing number of regional daily and new edition of English daily. Use of new creative innovative solution ex- Volkswagen feel the shiver campaign Television witnessed a flat year because of lack of creativity, reduce in the interest of a major sport entity like IPL

Reading space to brand experience

Print media has done smart evaluation to give a readers a brand experience
Times readers felt a buzzing sensation in their fingers and heard the vroom of a fast car as they unfolded yesterday's (September 11, 2012) newspaper. The accompanying visual was that of the words 'Feel the shiver of excitement?' on the front page cover. This was a part Volkswagen's print innovation for its brands, Polo and Vento

Godrej launched the campaign for its aer range of home and car fragrances with a perfumed print ad in the Bombay Times.

Veterans view

A good press ad is all about the power of implication. What you imply is what your audience hears The biggest advantage of print over a tv commercial is in its believability. Even today, people who read something believe it more than when they see something. by-Alyque Padamsee

The principals of great advertising have been written about for decades and nothing has really changed. It all begins with a good idea. Clean, simple and something that engages the reader At the end of the day, print is a fantastic medium, that allows for great creativity. It is for clients and agencies to use it creatively to drive home their message. By -Piyush Pandey

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