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Q: We’ve not had measurement for print for a while now. Your response to the state of things?
A: Your concern is legitimate, especially in the age of performance marketing where third-party data is a very critical ingredient for optimal media evaluation and media buying. At this juncture, the reality can’t be altered and it is the same with Radio, OOH , OTT. I am sure the respective business models of various media formats would necessitate a convergence amongst industry players to evolve an acceptable metric for contributing towards a data-driven future.
Having said the above, it would a travesty of an empirical reality that that repeat purchase in leading newspapers in various markets does not reveal any declining trend of volume, value and profitability. And repeat purchase is a function of any lack of post purchase dissonance about return on investment. Some of the categories like retail, real estate, education and automotive sectors etc are investing for both strategic and tactical purposes. It is needless to say that the selected sets of media vehicles are opted for post evaluation of their efficacy. Since print media scores high on the consumer trust quotient, in an age of deep fakes, the brand attractiveness has been accentuating in India. With the India growth story going great guns, I feel this would be renaissance period of sorts post Covid. Of course only the smart guys would be capable of leveraging it.