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As the media landscape continues to evolve, print media remains a key player, constantly adapting to the challenges posed by the digital age. Speaking about the resilience and adaptability of print media, Srinivasan B, Managing Director of Vikatan Group, shared his thoughts on the trends shaping the industry in 2024 and what to expect in 2025.
"As we enter 2025, the print media sector stands as a testament to resilience and adaptability. Despite the ongoing digital transformation, print continues to thrive, driven by strategic reinvention in both advertising and content creation. By embracing modern technologies and adapting to new audience needs, print is maintaining its relevance, proving it can evolve and flourish in the digital age," Srinivasan said.
He pointed out that print’s relevance is being driven by sectors like FMCG, real estate, retail, healthcare, and automobiles, which are fuelling momentum in the industry. "This year, the industry is riding high on momentum fuelled by sectors like FMCG, real estate, retail, healthcare and automobiles."
A significant shift Srinivasan highlighted was the growing focus on premium and niche audiences. "A particularly interesting shift is how print is now targeting premium and niche audiences. Advertisers are increasingly turning to print to reach affluent readers who prioritise credibility over clickbait," he explained.
This trend, he noted, is not limited to urban centres. "This trend is not limited to urban centres; tier-II and III cities are also seeing growth, with the print industry fostering local engagement through events, community initiatives, and region-specific content."
Innovation has also played a key role in keeping print media relevant, with Vikatan leading the way. "Also, innovation in print has evolved to deliver tailor-made solutions for advertisers, seamlessly blending creativity with precision to meet their unique needs—an approach that has been widely welcomed by brands seeking impactful engagement," Srinivasan shared.
Looking back at 2024, he emphasised the importance of innovation and adaptability in ensuring print’s success. "2024 has underscored that adaptability and innovation are essential for success in today’s fast-evolving media landscape."
At Vikatan, they have embraced these changes by integrating new media formats. "At Vikatan, we’ve attempted to embrace this shift by introducing ‘Play’, a special audio feature on our Vikatan app that offers content in audio format. This extension helps meet the growing demand for diverse media consumption, making it easier for our audience to access content on the go. It also aligns with a broader trend that is likely to shape the future of print-digital integration."
Trustworthiness remains a cornerstone of print media’s appeal. "Another factor boosting print’s relevance is trustworthiness. In an age where misinformation runs rampant online, print media’s reputation for accuracy and reliability has given it a distinct advantage. This credibility continues to attract both readers and advertisers, reinforcing the idea that print isn’t dying—it’s evolving."
Looking to the future, Srinivasan sees print continuing to thrive through a careful balance of tradition and innovation. "Looking ahead, the print sector’s journey is one of balancing tradition with innovation. By adopting premium advertising strategies, exploring new interactive formats, and prioritising digital-first approaches, print is adapting to meet the demands of today’s audience."
He concluded by emphasising that the future of print is one of sustained growth. "This commitment to innovation, while still respecting its trusted legacy, ensures that print will not only survive but thrive in an increasingly digital world. The future of print media is one of continued growth and relevance, marking a new chapter in 2025 and beyond."
Srinivasan’s insights paint a clear picture of print media’s evolving role in the digital age. By combining tradition with modern strategies, the print industry is poised for continued success in 2025 and beyond.
