Day 1 of the Indian Printers Summit 2022 – resilience & optimism

Print industry leaders speak on the need to stay relevant in a digital world

540
Shanth Kumar
KN Shanth Kumar of the Printers Mysore inaugurating the in-person Wan-Ifra Indian Printers Summit Photo IPP

The Indian Printers Summit 2022, Wan-Ifra’s much-awaited annual event in India for business and technology managers, began on 14 September with an air of optimism, staying true to this year’s theme, ‘Back to business – Print for the Future.’

The two-day conference, which is being held at Radisson Blu Plaza Delhi Airport, was an in-person event that centered on the new challenges and opportunities for the print media industry in a post-Covid world that has largely shifted to digital during the pandemic.

‘Print is not dead yet, long live print’ was the general refrain of the speakers and delegates, who felt that the decent attendance – coupled with the fact that the event was held physically after a hiatus – were proof enough that the medium was here to stay, and how.

The print media was one of the worst-hit industries during the Covid-19 pandemic with circulation and revenue plummeting to unprecedented levels, editions being shut down and employees being laid off en masse. But as the economy opens up and the advertisers loosen their purse strings, there is a sense of optimism seen among the attendees.

In his inaugural address, KN Shanth Kumar, director, of The Printers Mysore (publishers of the dailies’ Deccan Herald and Prajavani and several other publications), and member of the board of Wan-Ifra, said the strong response to the event overrode all the initial apprehension about the conference when the planning began eight or nine months ago.

The print news media is not done yet!

Kumar, while admitting the rise of digital, said the print media was not done yet because it was slowly but gradually coming back to normal, despite the challenges of newsprint prices, and circulation and revenue declines. “Things are looking up, ads are back and the results are encouraging,” Kumar said, adding it was time to take stock, adapt to the new realities, and plan for the future.

Welcoming the delegates, Adrian Haack, director, Konrad Adenauer Foundation, Delhi, dwelt at length about the changing and reducing attention patterns of news consumers, the debate on which is better – social or classical media – the importance of fact-checking in an era of fake news, and the nuances of language in shaping opinions; drawing the example of the war in Ukraine.

Mohit Jain, board member and executive director, Bennet Coleman, and Co, in his opening keynote, and Partha Sinha, president (Response) of the same group, harped on the credibility, heritage, legacy, recall value, strong content, and personal touch of print media vis a vis digital, saying these factors would ensure the survival of the medium and draw advertisers again.

Jain, who is also the INS president and a board member of Wan-Infra, said the new business cohorts and unicorns hold a great opportunity for the print media that can and should find ways and means to collaborate with these rising segments. “Just as TV didn’t kill radio and OTT didn’t kill cinema, digital cannot kill print,” he said.

Sinha, speaking along similar lines, gave an analogy of football and cricket to buttress his point. Just as someone good at cricket cannot shift to football because someone else is playing it, print has its strength and has to repurpose it to fit the new order, he stressed. Sinha compared the effectiveness of advertisements in the two mediums and explained how print scores over digital. And this aspect of brand safety and brand authenticity needs to be told to advertisers, he said. But at the same time, he cautioned that this doesn’t mean digital is the bad guy in town, emphasizing the need for both mediums to coexist.

Citing research, Sinha said that digital advertising is best for short term sales activation, while for long term brand building, print advertising is shown to be the most effective. He suggested that the most desirable ratio of ad spend is 40/60 with 40% on digital and 60% for print. “In fact since short term digital activation is becoming more efficient even less budget is needed there,” he asserted.

Suresh Balakrishna The Hindu, Verghese Chandy Malayala Manorama & Harish Bhatia of DB Corp confer at the Wan-Ifra Indian Printers Summit in New Delhi on 14 September 2022 Photo IPP
Suresh Balakrishna The Hindu, Verghese Chandy Malayala Manorama & Harish Bhatia of DB Corp confer at the Wan-Ifra Indian Printers Summit in New Delhi on 14 September 2022
Photo IPP

The addresses were followed by a roundtable on the theme, ‘Post pandemic revival and the ensuing business opportunities,’ during which Suresh Balakrishna, chief revenue officer of The Hindu, Harrish M Bhatia, president, ad sales, DB Corp, and Varghese Chandy, vice-president, marketing and advertising sales, Malayala Manorama, spoke about the organic slowdown of print before Covid, its revival, the loss and gain of advertisers, and how print can stay relevant and profitable amid the changing dynamics of business and content as well the trust and legacy factors.

All three participants were unanimous in their positive outlook for the print media industry given that business was back to 2019 levels and was looking ahead to growth. They spoke about the need to target the new generation that grew up with digital and educate them about the USPs of print as well as look out for new sets of local and non-traditional advertisers.

Balakrishna concluded the session with a word of caution over what he called the over-hype of digital, and called for a balance, saying the print media was still the bread, butter, and everything for the big and legacy publishing houses – which says a lot about its relevance.

The day 1 session, which was attended by CEOs, managing directors, technical directors, production heads, plant managers, prepress managers, and other senior news publishing leaders, ended with the recognition of the numerous International Color Quality Club (ICQC) winners from India who seem to have now surpassed Germany as the country with most publications admitted to these honors acknowledging their prowess in color news media production.

This article has been slightly amended for added information on 17 September 2022. 

In 2024, we are looking at full recovery and growth-led investment in Indian printing

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. It created the category of privately owned B2B print magazines in the country. And by its diversification in packaging, (Packaging South Asia), food processing and packaging (IndiFoodBev) and health and medical supply chain and packaging (HealthTekPak), and its community activities in training, research, and conferences (Ipp Services, Training and Research) the organization continues to create platforms that demonstrate the need for quality information, data, technology insights and events.

India is a large and tough terrain and while its book publishing and commercial printing industry have recovered and are increasingly embracing digital print, the Indian newspaper industry continues to recover its credibility and circulation. The signage industry is also recovering and new technologies and audiences such as digital 3D additive printing, digital textiles, and industrial printing are coming onto our pages. Diversification is a fact of life for our readers and like them, we will also have to adapt with agility to keep up with their business and technical information needs.

India is one of the fastest growing economies in nominal and real terms – in a region poised for the highest change in year to year expenditure in printing equipment and consumables. Our 2024 media kit is ready, and it is the right time to take stock – to emphasize your visibility and relevance to your customers and turn potential markets into conversations.

– Naresh Khanna

Subscribe Now

LEAVE A REPLY

Please enter your comment!
Please enter your name here