Dipankar Das Purkayastha, Managing Director and CEO, ABP Pvt Ltd, India

1. Setting a new landmark in printSetting a new landmark in print 1
Role of print in the
multimedia pack

2. Key messages
2
ABP is the foremost media group in
India with a diverse mix of media
assets
Print has a distinct role to play within the
multimedia pack, for readers
For advertisers Print plays an integrating role across
multiple media
Even in today’s age of multimedia, Print remains
critical

3. Key messages
3
ABP is the foremost media group in
India with a diverse mix of media
assets
Print has a distinct role to play within the
multimedia pack, for readers
For advertisers Print plays an integrating role across
the multiple media
Even in today’s age of multimedia, Print remains
critical

4. Print commands much higher credibility than
other media
4
What role do ads in the following news sources play?
Informative, inspiring confidence Annoying
Percentage of respondents Percentage of respondents
Source: McKinsey

5. Key messages
5
ABP is the foremost media group in
India with a diverse mix of media
assets
Print has a distinct role to play within the
multimedia pack, for readers
For advertisers Print plays an integrating role across
multiple media
Even in today’s age of multimedia, Print remains
critical

6. Print can be customized for the consumer lifecycle
6
6­12 yrs
13­19 yrs
20­40 yrs
40+
• The Telegraph
In School
• Telekids
• Anandamela
• Young metro
• Unishkuri
• Anandabazar
Patrika
• The Telegraph
• Ebela
• Ebela,
• Fortune India
Male
• Anandabazar
Patrika.
• TheTelegraph,
• Ebela,
• Sananda
• Anandalok
Female
• Anandabazar
Patrika
• The Telegraph
• Desh
• Fortune India
• Example from the ABP group
• Similar concept implemented by several
other print media houses as well

7. Only print can create last-mile customization
7
• Several
newspapers have
as many as 12-20
editions
• Customized news
for different
districts
• Customized
advertising options
at the last mile

8. Print is the only medium that can addresses all the
senses
8
Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt 45, Dezember 2006

9. Sight…
9
3D ads
3D
features

10. Smell…
10
• Flowers
• Foodstuff
• Perfume
• Disinfectant
• Smell of burning

11. Hearing…
11
“Talking” ad
with an in-built
audio chip

12. Taste…
12

13. Feel…
13
Converting a
newspaper into
a national flag
A vibrating ad in
a newspaper

14. 14
Print is increasingly leveraging social media

15. Often, online platforms derive their strength from
Print

16. Print is the only medium to deliver Augmented
Reality to enhance reader experience

17. Key messages
17
ABP is the foremost media group in
India with a diverse mix of media
assets
Print has a distinct role to play within the
multimedia pack, for readers
For advertisers Print plays an integrating role across
multiple media
Even in today’s age of multimedia, Print remains
critical

18. Print is the binding force in multimedia
marketing solutions
18

19. 19
Marketers currently use
print to direct audiences to
digital content
Believe print is vital to driving
interest in digital/ mobile content
and campaigns
Source: Oracle survey, sample size: 1000
70%
46%
In fact, print is considered a strong and
essential conduit to other media

20. Only print can provide a platform to integrate
electronic media, not vice versa
20
ABP AR code integrated print
ad of Sujalaam Sky city .
Readers could view Sujalaam
Sky City’s video in their
mobiles on scanning this ad
QR code enabled print ad for LG.
Readers could scan this QR code
to directly land into LG’s
website

21. Print significantly accentuates multimedia
advertising reach
21Source: Madison Media, a leading media agency

22. For high involvement categories advertising in
Print is an imperative
22
Advertising elasticity – % change in sales for a
1% change in level of advertising
Source: Madison Media, a leading media agency

23. Print wins where other media fail
23
Digital
advertising is on
the rise...
... but bottlenecked by
low digital
penetration in several
economies
... and there is the
mouse/ keypad to
“cancel” a digital ad
TV advertising is
popular...
... but massive clutter
amongst large number
of TV channels
... and there is the
remote to switch
channels during an
ad
Print is not bottlenecked by any of
these...neither is there a keypad nor
a remote to “skip” a Print ad

24. 24