Print Media

Industry Outlook

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.

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.

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.

Industry Outlook

• Keep in mind that different newspapers andmagazines have different strengths in differentcities.• For example The News is considered far moreinfluential when compared with Dawn inIslamabad. • Officials in ministries and Governmentdepartments have The News on their tables.This is mainly due to The News’ investigation cell strengthwhich often publish stories on government officials anddepartments.

Industry Outlook

• Daily Newspapers• Regional Newspapers• Territory Bound Newspapers• Business Newspapers• Magazines• Trade Magazines

Major Media Families

• Haroons• Mirs• Nizamis• Zuberis• Taseer• Lakhanis• Illyas Shakir• Rafiq Afghan• Kazis in Sindhi Press• Chaudhry Abdul Rahman (Superior College).

Daily Newspapers

Urdu• Jang• Express• Nawa e Waqt• Dunya• Nai Baat• Khabrain

Daily Newspapers

English• Dawn• The News• Express Tribune• Nation• Daily Times• Pakistan Today• Pak Observer• The Frontier Post

Daily Newspapers

Business Daily Newspapers• Business Recorder• Financial Post• The Financial Daily

Daily Newspapers

Foreign Newspapers Easily Available in Pakistan• Khaleej Times• Gulf News

Daily Newspapers

Territory Bound Newspapers• Qaumi Akhbar• Ummat• Awam• Daily News• Naya Akhbar• Janbaaz etc.

Daily Newspapers

Regional Newspapers• Kaawish• Ibrat• Awami Awaz• Millat Gujrati

Magazines

• Political• Fashion• Kids• Business• Corporate• Entertainment• IT• Mix Plate

Magazines

Political• Herald• Newsline• Takbeer• Friday Times• PULSEMix Plate• Mag• Akhbar e Jahan• ZindagiBusiness • Pakistan and Gulf Economist• Money

Magazines

IT Publications• Spider• @internet• Computer WorldKids SantaraV LinkBachoon ka HamdardPhoolYoung World

Magazines

• In addition to these magazines, dailies alsopublish weekly magazines on Fashion, Businessand Kids.

• Sunday Magazines is Daily Times, Tribune,Pakistan Today and Pakistan Observer are worthwatching.

Sections in a Publication

• Apart from main general news, a newspaperspecially Urdu ones are further segmented intoBusiness, Entertainment, Metropolitan, Healthand Education sections.

• These sections can be focused as per productpersonality.

Newspapers and Magazines Comparison

• What’s the Difference between Magazines andDailies when it comes to content.

• Dailies Usually report an event whereasmagazines give a value added opinion on anyparticular event.

• Due to this reason, there is a marked difference inMagazine and dailies readership.

• Being part of media planning team we need to understand thereadership profiles of different print media vehicles only then we canplan our product in there.

Print Advertising Challenges

• Is advertising in newspapers facing a challengefrom 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 butwhere?• Which brands would you take on digital mediaand which brands will you hold on print media?• With dwindling budgets in future this will becomean important question?

ENDS