Print media ad revenues stand at Rs. 22,121.8 crore in 2018. It is expected to grow to Rs.22,424.3 crore in 2019.

Print is growing because of the credibility it offers in this era of fake news. It continues to be dominant in India, though elsewhere it has suffered. Another reason for growth is the language editions of print media. Print gives well-researched and authentic content. It makes the medium credible.

As India has general elections in 2019, print will attract a larger pie of political campaigning. There is growth in education and real estate advertising. It is a non-intrusive medium. It has higher engagement and thus has better power to influence and drive change. Readership has grown across all age groups.

English newspaper face competition from online media. There is a drop in readership but it is compensated by growth in languages.

In print, we do not press a button, and still it allows us to pause, rewind and fast forward. It engages the power to move with the written word or headline remains intact. Print is sanity and allows sober conversation with the audience.

However, it goes without saying that print is changing fast. A daily newspaper at the door step becomes dated since the digital and electronic media outpace it. It, therefore, has to focus on views, opinions and editorials. It should have entertainment content. Instead of news, we desire its understanding through a newspaper.

It is not possible to scroll, swipe or click away from an interesting ad. People would spend time on it. They should carry back a good, clear impression of the message and brand.