Print media has been evolving over the years, more so after its rapid decline in the wake of the Covid-19 pandemic lockdown and the switchover to the digital mode of news. However, negating doomsayers, print media has shown some resilience as suggested by various adex reports and financial results of leading media houses, which Indian Printer & Publisher has been writing about.
Newspapers are constantly evolving – going hybrid, cashing in on the trust factor, trying to provide quality and in-depth news and analyses, going hyper-local, looking at branded content, associating themselves with events and social causes, and offering something more. All these in a bid to retain loyal and quality readers as well as attract the digital-savvy youngsters, who are seen to be increasingly shying away from print – and even news.
According to a new report from FICCI-EY, as more readers move from multiple dailies to just one paper at home, print media houses will focus on building loyal and quality readers and brands rather than offering discounts to sell subscriptions.
Building a loyal customer base, the report suggests, can be achieved by providing more local and hyper-local news, in-depth analysis, viewpoints from influencers and celebrities, content linked to career and personal success, coupons and discounts on e-commerce sites, etc. Print companies will increasingly target high-rises and more affluent audiences to grow circulation, says the report seen by Indian Printer & Publisher.
The success of print media lies in building trust, driving innovation, and deep-rooted local connections along with credible journalism that engages readers and creates unmatched value for advertisers, says Sanjay Gupta of Jagran Prakashan.
I Venkat of Eenadu says that print media offers credible global to hyper-local news content, and wide-ranging features. “For advertisers, it delivers high impact, contextual placement, innovative layouts, geo targeting, instant response and brand connect initiatives such as ground activations.”
Core print revenues will grow marginally at less than 1% CAGR to reach Rs 267 billion (Rs 26,700 crore) by 2027, the report says, adding advertising will grow at a 2% CAGR, driven by access to increasingly elusive NCCS A audiences and premium inventory formats. Subscription may see a decline of (-)2% CAGR as circulation continues to fall.
Advertiser focus on affluent + tier-II and III readers
As consumption grows faster in smaller towns, and affluence spreads across Inida, the consumption story has to be communicated strongly to media buyers, the report says, adding, “For many regional newspapers, a ‘state ownership’ strategy will help in garnering a higher share of wallet, where the newspaper brand becomes the window to all media in that state for advertisers.”
News companies will focus on getting brands to spend consistently on print in 2025, rather than in short, tactical bursts, or when they see sales drop. Ad rates in regional language papers will see a correction as consumption grows faster in those markets than in metros.
“Advertisers see the importance of print in building brands for lasting impact. We believe the focus and credibility of print media is unparalleled compared to other mediums,” says Jayant Mammen Mathew of Malayala Manorama.
Print companies are expected to increase their focus on SME advertisers (whose digital spends in 2024 were estimated to be around Rs 258 billion – or Rs 25,800 crore – gross) as this category is increasing its spends on media faster than larger advertisers. The report also expects print companies to increase event revenues to 8% to 9% of the top line by 2027.
35 is the new 25
According to the report, most young readers used to come to print after completing their education and starting work at 25 years of age, which has increased to 35 years as they have fewer responsibilities at 25 than before.
Keeping this in mind, creating products with exclusive content for this class of career professionals, including premium products to help with career growth, will help get readers back to print.
The print segment faces challenges in attracting younger readers, which can be an existential threat. As such, newspapers will focus more on products – both physical and digital – for young audiences and those who are entering the workforce. Products linked to their syllabus and their specific needs.
Content linked to education will be increasingly made available to students, either physically or on digital media, including English newspapers being made available in regional language markets. News brands will focus more on connecting with youth audiences on social media, where they consume news.
Cover prices and bundling
The fall in circulation, the need to incentivize distribution partners, and expected increases in newsprint prices (as well as the falling rupee exchange rate) may force news publishers to consider increasing cover prices. The conundrum of increasing cover prices to sustain profits while circulation reduces will result in micropricing strategies depending on brand strength and market leadership.
The report expects bundling innovations, such as corporate offers, educational institutions, bundles with D2C brands, telcos and e-commerce platforms; digital + physical offers. A common magazine app is expected to be launched with access to major magazines, discussions for a magazine store on ONDC (Open Network for Digital Commerce, a government of India public technology initiative) and other initiatives to increase digital reach.
According to Anant Nath of Delhi Press, subscribers will remain the No. 1 priority this year as well. “After overhauling the delivery system with the launch of ‘Magazine Post’ by India Post in 2023, the industry is working closely with ONDC to create a large footprint of online stores across dozens of B2C apps, to sell magazine subscriptions to millions of online users,” he said.
Revenue generation
To increase revenue, print companies will look at new ways, which could include monetizing content, including archives, on digital media. They may explore innovative content formats such as short video, podcasts, and curated short films; evaluate high-priced products tailored for niche audiences; and consider launching international editions to tap the Indian diaspora. Other measures include building communities around Indian themes, which can be monetized globally – e.g., yoga and spirituality.
“As journalism adapts to the AI age, the combination of AI’s analytical capability and human empathy will shape the most reliable, transparent, and reader-centric news platforms of tomorrow. Media organizations will also have an opportunity to discover new models for sustained growth,” says Tanmay Maheshwari of Amar Ujala.
Other measures include synergy with digital news to enable cross-platform measurement so that print, e-paper, mobile and CTV audiences can be packaged and sold together.
The report suggests a One-India news app with participation from all leading news brands. It could be a united platform with a massive consumer base, which could help save on customer acquisition costs as well as generate usable consumption and audience data.
Sustainability will matter more as the industry will focus on the use of solar power and lower GSM paper use, electric transportation, reduction of single-use plastic, etc.
Efficiencies and scale will be important, and as such, publishers will take the help of generative AI, which provides them develop hyper-personalized content at scale, while at the same time reducing the efforts on research, analysis and editorial.
Infrastructure sharing – on the lines of the tower sharing companies by telcos – across news gathering, printing, distribution and ad sales can lead to significant cost reduction, it says.
Flashback 2024
Looking at the past year, the FICCI-EY report says print remained stable at Rs 259.6 billion (Rs 25,960 crore) in 2024. It was, however, just 88% of its pre-Covid-19 revenues. This contrasts with a few other reports that say print revenue has reached or crossed pre-Covid levels.
Advertising grew at 0.7%, while circulation declined by 1.2% in 2024, the EY report says. “Circulation growth has stagnated for most print brands we interviewed, and future growth is expected to be difficult,” it says. Newspapers grew marginally, while magazines remained flat.
The key USP of Indian newspapers is their door-to-door distribution capability. However, traditional newspaper distributors are now turning to eCommerce and qCommerce delivery platforms as they have better timings and offer higher remuneration.
Consequently, the number of newspaper distributors is reducing, which is a cause for concern for the print segment, which is discussing steps to enhance remuneration and incentives, reduce delivery time and provide alternative revenue options to distribution partners.
“As digital evolves, print shall remain the core—immersive, credible, and enduring. Its power lies in reinventing engagement, shaping narratives, and building legacy. The future belongs to timeless storytelling with the power of aesthetic intelligence,” concludes Sivakumar Sundaram of The Times of India.
