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Print media industry outlook
The document discusses the print media industry outlook in Pakistan. It provides information on: 1) Planning for print media can be more demanding than other mediums and requires understanding target markets. Print ad prices are based on publication circulation figures. 2) Urdu newspapers dominate rural areas while English publications target urban elites. Different publications have strengths in different cities. 3) Major print media includes daily newspapers (English, Urdu, business), regional papers, magazines (political, fashion, business, etc.), and media families that own publications. 4) Sections within publications and differences between magazines and dailies are outlined. Print advertising faces challenges from social media depending on literacy rates and brand targeting.
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Print media industry outlook
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- 2. Industry Outlook • "Itdoesn'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 • Printadvertising 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 • Printmedia 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 • Keepin 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).
- 8. Daily Newspapers Urdu • Jang •Express • Nawa e Waqt • Dunya • Nai Baat • Khabrain
- 9. Daily Newspapers English • Dawn •The News • Express Tribune • Nation • Daily Times • Pakistan Today • Pak Observer • The Frontier Post
- 10. Daily Newspapers Business DailyNewspapers • Business Recorder • Financial Post • The Financial Daily
- 11. Daily Newspapers Foreign NewspapersEasily Available in Pakistan • Khaleej Times • Gulf News
- 12. Daily Newspapers Territory BoundNewspapers • Qaumi Akhbar • Ummat • Awam • Daily News • Naya Akhbar • Janbaaz etc.
- 13. Daily Newspapers Regional Newspapers •Kaawish • Ibrat • Awami Awaz • Millat Gujrati
- 14. Magazines • Political • Fashion • Kids • Business • Corporate • Entertainment • IT • Mix Plate
- 15. Magazines Political • Herald • Newsline •Takbeer • Friday Times • PULSE Mix Plate • Mag • Akhbar e Jahan • Zindagi Business • Pakistan and Gulf Economist • Money
- 16. Magazines IT Publications • Spider •@internet • Computer World Kids Santara V Link Bachoon ka Hamdard Phool Young World
- 17. Magazines • In additionto 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 aPublication • 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?
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