Trends'14 | Brains who ink news foretell trends for 2014

While a large number of marketers and media members perceive the digital space as the 'la la land', there are players who still believe in sticking to the roots. Some may say that the print medium is losing its sheen and share of pie in the media mix of marketers today, while may stand in disagreement to this. As a marketer’s inclination towards a mass medium keeps its erratic nature intact, in this final edition of Adgully’s 2014 opening special, we bring together minds and thoughts behind various print outfits of the country to share the forecast for the industry in the coming year. Edited excerpts below:

MV Shreyamskumar, Director, Mathrubhumi Group

The explosion of the internet, social media and digital technology has led many to question whether print could survive the onslaught of such progressive forms of communication. While many brands and businesses have shifted their marketing efforts to more digital platforms due to its potential for greater exposure and overall cost effectiveness, I see print continuing to be a valuable and viable part of an advertiser’s armoury. Print will have to re-dedicate their claim to the credibility quotient, possessing as it does a higher level of legitimacy and trustworthiness. Tightly edited, leaner reports, with graphics will score with the ‘smart’ reader. The surge of web-

I sincerely believe in three major things. Firstly, enhanced polarization of spend skew towards the no.1 and no.2 print publications in all markets, in view of inventory constraints of other media. Secondly, a significant and sustained move towards larger marketing investments in regional print media by almost all advertisers especially in tier 2 and 3 markets. And thirdly, increased and innovative interplay and co-creation of print+digital campaigns to maximize achievement of client's marketing plan.

More regional offerings are expected this year. Also print industry will be welcoming more innovation in 2014. A lot more clients will include print in their media mix and some would be actually seen coming back to print industry.

D D Purkayastha, MD &CEO at ABP Pvt Ltd

Pravin Menon, National Head - Ad Sales, Vikatan

We look forward to a better year ahead. Advertisers who have benefited by our offerings are committing business. We are sure the fence sitters will join us soon and we have our testimonials