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K R P Reddy: Increasing cover price is the only answer for sustenance

By afaqs! news bureau , afaqs!, New Delhi and Mumbai | In Media | February 10, 2011

The print media industry is facing challenges that are going to get tougher in 2011. I feel that the major challenges or issues in front of the print
industry are as follows:

Digital media cannibalising print. Though this is a slow process, it will definitely be a threat for the print media in future. Already, some news agencies are entering print through the digital media.

Cover Price: The increasing cost of newsprint and its availability is a cause for concern. Internationally, manufacturing units are closing down or being taken over. Unless we increase the cover price it would be very difficult for the publications to sustain the bottomline let alone make profits.

Readership: It will continue to be a matter of concern in 2011 as well. Readership figures don't match the increased circulation and this issue has been taken up with the authorities several times, but we still have not found much relief.

The industry has to collectively take up these challenges in the times to come and find a suitable solution. The industry will become more 'micro' in 2011. Newspapers will have more sub-sections or features. At Saakshi, we are going to put more focus on our 'Constituency Specials' that were recently started. Additionally, we are also planning to add a couple of new editions by the end of 2011.

The present political activity in Andhra Pradesh makes us feel that the circulation is bound to increase this year and we are hopeful that the average net paid circulation (ABC) will definitely shoot up by December, 2011.

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