2. Industry Outlook
• "It doesn't really make a whole lot of difference if
you're planning for print or for broadcast or
Internet. The process and the information that a
planner needs to go through is kind of the same.“
• However planning for print is somewhat more
demanding than others.
• Some clients know what they want up front,
landing at the agency with a budget and a good
idea of what kind of pages they want to run and
what titles to run them in. Others require more
in-depth research from the agency.
• The deeper you understand your target market,
more you will penetrate through different print
vehicles.
3. Industry Outlook
• Print advertising prices are based on the
circulation of the publication in question.
• Publications will quote you a circulation figure
based on paid subscribers.
• The publications will try to convince you that
actual circulation is higher by including the free
copies they distribute and the pass-along
readership they claim.
• Sometimes these claims of "bonus" circulation
are valid--for example, newspapers distributed on
airlines, beauty saloons, clinics etc get more
readers per copy. Still, you should be wary of
inflated circulation figures.
4. Industry Outlook
• Print media publish in 11 languages with Urdu
and Sindhi as largest language groups.
• English-language publications are not as
numerous. (recall newspaper titles)
• Urdu newspapers are the dominant media in the
rural areas. They are conservative, religious and
sensational and are by far the most read and
influential among the general public.
• The English media is urban and elitist, is more
liberal and more professional. English print media
has an impact among opinion makers, politicians,
the business community and the upper strata of
society in general.
5. Industry Outlook
• Keep in mind that different newspapers and
magazines have different strengths in different
cities.
• For example The News is considered far more
influential when compared with Dawn in
Islamabad.
• Officials in ministries and Government
departments have The News on their tables.
This is mainly due to The News’ investigation cell strength
which often publish stories on government officials and
departments.
6. Industry Outlook
• Daily Newspapers
• Regional Newspapers
• Territory Bound Newspapers
• Business Newspapers
• Magazines
• Trade Magazines
7. Major Media Families
• Haroons
• Mirs
• Nizamis
• Zuberis
• Taseer
• Lakhanis
• Illyas Shakir
• Rafiq Afghan
• Kazis in Sindhi Press
• Chaudhry Abdul Rahman (Superior College).
17. Magazines
• In addition to these magazines, dailies also
publish weekly magazines on Fashion, Business
and Kids.
• Sunday Magazines is Daily Times, Tribune,
Pakistan Today and Pakistan Observer are worth
watching.
18. Sections in a Publication
• Apart from main general news, a newspaper
specially Urdu ones are further segmented into
Business, Entertainment, Metropolitan, Health
and Education sections.
• These sections can be focused as per product
personality.
19. Newspapers and Magazines
Comparison
• What’s the Difference between Magazines and
Dailies when it comes to content.
• Dailies Usually report an event whereas
magazines give a value added opinion on any
particular event.
• Due to this reason, there is a marked difference in
Magazine and dailies readership.
• Being part of media planning team we need to understand the
readership profiles of different print media vehicles only then we can
plan our product in there.
20. Print Advertising Challenges
• Is advertising in newspapers facing a challenge
from social / digital media?
• The impact may differ from society to society.
Literacy rates play an import role in this.
• Social media is penetrating in our society but
where?
• Which brands would you take on digital media
and which brands will you hold on print media?
• With dwindling budgets in future this will become
an important question?
