40% of the readers discontinued newspaper subscriptions during the pandemic : Havas Report
With the pandemic and the following lockdown which interrupted newspapers and magazines' production and distribution across India, Covid 19 became a game changer for Print as a country media. During these volatile and catastrophic times, despite its lack of readership data and interrupted circulation, Print became one of the most credible information sources in the majority of consumers, brands and marketers, according to the latest whitepaper Meaningful Media – 'Media That Matters' by the Indian Havas Media Group.
Print is the third most reputable source of news after television and social media. About 15% of readers have moved to regional or vernacular periodicals on the heels of confidence and tenability. Some interesting trends have taken shape as well. In the south, for example, almost 60% of readers aspired to learn more about print as a medium. In the West approximately 33% read local news in newspapers.
According to the survey, the time spent in reading journals went climbed considerably, notably in the 41-50 age range. Although over 40% of the readers stopped subscriptions for newspapers during the pandemic, mostly due to the risk of contamination or changes in the habits of media consumption.
The survey also displays an enormous number of news applications. Approximately 57% of responders used news applications.
Although a day-to-day practise, certain of the most important reasons for journal readings remain more knowledgeable, up-to-date and linguistic know-how. Science & technology content, global issues & health remained one of the most popular and read categories after general news. A diving into the efficiency of the media for advertising and marketers indicated that Print has an important role in promoting brand awareness, particularly in the automotive segment, from quality to price to trust.
Some of the specific findings for the automotive category indicated that Print is the most powerful driver of the brand, over 55% for first car managers. Print helps to drive brand preference along the funnel for repeat intenders. The second most widely recalled car advertising after mobile phones (higher amongst repeat intenders).
Among the most renowned car brands were Maruti, Hyundai and Tata Motors. Consumers focused more on newspaper advertising, and only 10% skipped it.
In addition to the car industry, print remains the favoured medium for driving efficiency in other categories, including cellphones, banking and training.
While there has been a drop in readership in the print media due to this pandemic, consumer expectations are still increasing in terms of content and not only news in newspapers.
The whitepaper identifies the efficiency of the print as a medium and the changes in reading habit. Stratified Random Sampling was conducted by a panel consisting of 200,000 active panellists in India aged 21-50 with current subscriptions for at least one daily newspaper, and scattered across 14 main cities in India. The research consisted of 200,000 active panellists.