Print contributes to 40-45% of Titan Company’s spends: Sirish Chandrashekar

The release of the Indian Readership Survey (IRS) 2017 data has given a fresh impetus to print advertising in India. Marketers are looking at print medium to increase their localised focus through regional publications. 

According to Sirish Chandrashekar, Head - Services Marketing, Titan Company, “The release of the IRS 2017 data indicates that print is still very relevant in our markets as the readership is growing, especially for language publications.” At the same time he noted that while total readership has grown at a much higher rate, the Average Issue Readership (AIR) remains flat, indicating that people are reading less frequently. “It does pose a challenge to marketers,” he added. 

Chandrashekar informed that print contributes to 40-45 per cent of Titan Company’s spends. He further said, “Print is a geo-targeted medium and for a lot of our brands/ campaigns, we want to target specific cities/ markets. So, print is the only viable medium through which we can build reach quickly. Also, for our retail brands where offer details and store location is critical for driving walk-ins, print remains a key medium in the marketing mix.” 

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Speaking about Titan Company’s plan to tap the regional markets, he said that as the width of the company’s retail footprint grows into Tier 2 and 3 cities, it is investing in regional print as well. “With readerships increasing in regional print, investments here are likely to go up as well,” he noted. 

“With fragmentation of media, publishing houses are also evolving their offerings in order to provide the most optimal solutions to the marketers; bundling digital assets, radio, activation, etc., with their print offering. We are increasingly exploring such options. Key political events like the 2019 Lok Sabha Elections are also likely to contribute to renewed interest in the print medium,” Chandrashekar opined.

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