D D Purkayastha, CEO and managing director, ABP presented a report that points at five key reasons why the print industry continues to do well in the South Asian region, contrary to its experience in the western markets. The report was presented at the 7th South Asia INMA Conference held in New Delhi between August 22 and 23.
The key points brought forward by the report were lower penetration of the digital medium in South Asia; better ability of regional newspapers to customise; strong reach of newspapers that attracts more advertising; the fact that newspapers are still considered the most credible source for news among masses; and finally, innovative multimedia solution-selling, rather than space selling.
According to the World Press Trends 2012, India, China, Malaysia and Indonesia registered growths of 11, 45, 13 and 81 per cent respectively in the paid dailies circulation between 2007 and 2011, whereas the UK, USA, France, Canada and Germany registered negative growths of 13, 12.5, 7, 18 and 10 per cent, respectively.
In the same years, the advertising figures in the above mentioned South Asian markets have grown rapidly, whereas in the western markets, it has declined.
Indian, Chinese and Indonesian markets have a huge headroom for growth of internet users whereas the same does not apply to the US, UK, Canadian, French and German markets that are nearing saturation, it reveals.
See the presentation below.