Mumbai: The India Chapter of the International Advertising Association (IAA) launched its collector’s item on the print titled ‘The Gutenberg Galaxy’ on 19th September, Mumbai, powered by The Free Press Journal. Abhishek Karnani, Director, Free Press Journal Group, said, “‘The Gutenberg Galaxy’ is a celebration of print consists of 24 case studies and 14 thought-provoking articles. Print compels you to read, think and then reflect”.
I Venkat, Director, Eenadu, and Past Chairman of Audit Bureau of Circulations spoke on how the print is growing (with language editions contributing more), triggers of print growth and how print will continue to grow. ABC has introduced the variant copies audit. He mentioned that the average time spent on dailies is three hours per week across urban and rural and will continue to rise due to a rise in education, a rise in nuclear family and competitive pricing.
An interesting panel discussion on Print is Relevant was moderated by RN Bhaskar, Consulting Editor, Free Press Journal. The panelists were Ashish Bhasin, Chairman & CEO, South Asia, Dentsu Aegis Network; Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot Dentsu and Ajay Kakkar, CMO, Aditya Birla Capital.
Ashish Bhasin emphasises, “Print is here to grow. This 20,000 crore industry cannot be ignored. Gimmicks should not take over innovations. Fundamental innovation is important. We believe in the written word. All medium will do well”.
Santosh Padhi, CCO, Taproot Dentsu, highlighted “Creative industry must give the medium the push it deserves. It is the job of the brand to ensure the ad is read. It is a challenge. We need to bring in storytelling in this medium. If we decide we can bring back the glory of this medium”.
Ajay Kakkar, CMO, Aditya Birla Capital made a point “Print touches all the five senses. The touch of print, the feel of print, the smell of print is intoxicating. It allows sharp targeting, immediacy, shelf life, strategy, and more. Long live the print.”
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