As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Deepak Saluja, CEO – Vijay Karnataka, 2025 marked a year where technology sharpened newsrooms and print reaffirmed its value as a trusted, high-impact advertising medium.
“In 2025, publishing media is evolving through heightened use of AI across newsrooms and business workflows, from content correction and copyright-free AI visuals to system and process optimisation, enabling faster, sharper storytelling. Print continued its resurgence as advertisers leveraged the brand rub-off of trusted, professionally curated content. Larger, high-impact ad formats gained prominence to cut through media fragmentation and improve recall. Advertisers increasingly used vernacular print for its strong local resonance and cost efficiency, also partnering on hyperlocal, language-led activations to deepen community connection.”
Looking ahead, Saluja believes the next phase of growth will be driven less by scale and more by meaningful engagement—especially beyond the metros.
“In 2026, marketing teams will increasingly prioritise attention over impressions to build mental availability. Attention is earned through relevance and emotional resonance, reinforcing the role of vernacular print, where native-language content drives deeper engagement and stronger recall. As consumption accelerates across Tier 2–4 cities and rural India, regional-language editions will gain momentum as advertisers pursue growth beyond metros. Print will integrate more tightly with hyperlocal commerce, community engagement, and on-ground activations, strengthening its role in last-mile influence.”
(As told to Yash Bhatia)
