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Speaking about the top trend from the print sector in 2024, Deepak Saluja, CEO, Metropolitan Media Company Limited (Vijay Karnataka, Bangalore Mirror, Mumbai Mirror), said, "2024 was an election year, and the high usage of print ads by political parties reinforced the importance of newspapers as a critical media for advertisers. Newspapers have highly engaged readers, who patronise print to seek credible information to form and share their opinions. We also saw a similar high affinity for print advertisements from high-involvement products like real estate, automobiles, jewellery, education, health, finance, and more. This led to a positive revenue growth trajectory for print."
While discussing the top three trends expected in the print sector for 2025, he added, "Firstly, the explosion of user-generated, unverified digital content is raising two major concerns for advertisers: trust and brand safety, and the lowering of attention spans. As a result, the importance of safety, attention, and recall of ads is increasing. Newspapers, being a trustworthy and impactful medium that is read with undivided attention, are prompting advertisers to increase their usage. Secondly, India is experiencing rapid economic growth, which is driving increased consumer spending and disposable income, extending well beyond the metros. Advertisers are now allocating a higher portion of their advertising budgets to regional newspapers. This trend is driven by the fact that regional newspapers enjoy a higher salience due to their loyal and engaged readership. Lastly, with the advent of generative AI, many new use cases are evolving for both content creation and ad placement across multimedia platforms for enhanced effectiveness."
