This article is part of a Spotlight series on print media in India. Read more
Working in an advertising agency in 2023 and writing about the print medium sounds a bit anachronistic, even paradoxical. At a time when AI/ML is fashionable and digital is steadily gaining momentum, the print medium in India (unlike global markets) continues to be a formidable weapon in the marketing arsenal.
Consider this:
- Print media recovered 90% post-COVID and grew 11% in 2022. This run rate is higher than TV, which stood at 9% (Pitch Madison Report).
- FMCG, consumer...