Going digital has evolved from just an option to an essential ingredient for news organisations that are trying to integrate their newsrooms and exploit print and online and other media opportunities.
WAN-IFRA meet
Something of a weather forecast was in store for the Indian media companies, especially the print media, at the WAN-IFRA 2011 conference and Expo held from September 6-8 in Chennai. It warned of a storm, already blowing across the West dipping circulation figures even for major newspapers, hitting the Indian segment in the not-too-distant future.
If Indian firms are not venturing into the fast-growing digital and mobile platforms effectively, they will be the losers in the highly competitive environment. The competition is not only among newspapers, but non-news players such as search engines and social media sites who are garnering advertisements – an estimated 65 per cent of the advertising on the web.
Thirty per cent of the world’s population has access to news through the Internet, 40per cent read newspapers, and 60 per cent use mobiles. Countries like Indonesia have already tapped the potential offered by the mobile market. While high Internet and mobile growth in India which had the second highest Internet mobile traffic in the world in 2010 --- a mind-boggling 635 million people owned mobile sets in 2010 and 16 million people used mobile to access the Internet in 2009 -- may not mean high intrusion or penetration, the runway has to be prepared for take-off in these segments.
There are problems such as high cost of access to news on the handsets for lower strata of society and marketing of low-end phones that do not have multi-media capacity. However, the PC growth and declining prices for them are good portends.
Real challenge
The real challenge, however, lies in creating online and mobile content that engages and serves the audiences and retaining their interest so that sustainable models could be worked out. Though the media industry in India itself seems to be having a pessimistic and non-chalant attitude relying on the stable markets that anyhow are growing, the warnings by experts in the field from abroad are clear signals for taking coordinated multi-media initiatives. What they are saying is that please do not commit the mistakes we have made, but benefit from them.
There are examples from overseas as well as India to prove that digital initiatives can supplement the print media revenue. Every company will become a media company, said Larry Kramer, founder, CBS Marketwatch.com, U.S. He put it bluntly: “If you are not creating commodity content (what people want) you are dead.”
The successful models showcased at the summit included Jawa Pos and Jakarta Globe from Indonesia and Ringier AG from Switzerland; Malayala Manorama, Dainik Bhaskar and Dainik Jagran from the home turf.
The digital initiatives need to be based on research and surveys into consumption of different media by consumers, the audience size and behaviour and their specific needs and preferences.
The success of youth-driven Jawa Pos (the group has an astonishing 179 newspapers for different regions and segments and local TV stations), stemmed from not only routine marketing strategies, but also from social media networks, especially Facebook which is a craze in the nation. Small but thoughtful initiatives such as campaigns in colleges and contests with incentives led to a considerable following for the paper on the social media.
The Jakarta Globe, which had just 500 fans on Facebook in May 2009, now has 1,54,646 fans and over 58,000 followers on Twitter. The two social media sites bring between 10 and 15 per cent of web traffic to the newspaper’s site. Though in terms of revenue it did not mean much, its presence on the social networks has been established and this has to be leveraged while making digital and marketing decisions. The newspaper achieved this with dynamic youth ambassadors and a dedicated team of the web edition.
(journo1958@gmail.com)
K. Kirubanidhi
Sr. Asst. Editor
The Hindu, Chennai.
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