Is
there a tangible impact on newspaper industry due to an increasing Internet
usage? Can we predict a trajectory of convergence of the two media-types? What
challenges do consumers and industry, as two sides of the spectrum, face while
responding to new changes introduced by the digital innovations?
The
Internet, at present, does not pose any threat to the newspaper since the
proportion of those who read news online was far fewer as compared to those who
read the broadsheet. In addition to fewer online readers, other significant
factors cited were low usage of online news-portals, limited access to
computers, poor electricity supply and flawed broadband service. Meanwhile,
editors of online editions agreed that the digital technology had helped in
making newspapers more attractive through speedy flow of information and
instant readers’ feedback, especially from the diaspora. India is one of the
few countries in the world where newspaper circulation is increasing. The
younger generations are rapidly shifting towards the Internet but they have not
dispensed with reading newspapers.
Web-editors
and marketing managers also perceived no threat to newspapers citing increasing
popularity of the newspapers and demand for more multi-editions catering to
local needs. Almost 90 percent of the e-edition readers are Non-resident
Indians (NRIs), and these editions were significant in generating advertising
revenue. Newspapers in
the age of information have become such an integral part of people’s life that
there can be no threat in the near future.
Even the Hindi news dailies will hold the sway since the personal
computers are limited to 6 to 8 percentage of the population and if these were
to grow to 15–20 percent, it could make a significant difference only
after a decade or two to challenge the print media “but not at the cost of each
other”. Dainik Jagran’s editor observed
that people have “always trusted printed text and their recall value of printed
news are very high”. The Hindustan’s marketing
manager also acknowledged that newspapers have an edge over their online
counterparts as they provide local news.
Influence of the Internet on design and layout
Internet
has made newspapers more popular by improving the flow of information and
facilitating feedback from the diaspora. The layout designs, content and even
style have undergone a lot of changes as well due to changing times. The
demands of the readers for news, entertainment and information have changed in
recent times, thereby necessitating the incorporation of varieties in the
content and format accordingly. But the e-edition is rather an improvisation of
the print edition and these editions have either limited or no advertisements.
Web editions were not popular among the advertisers and hence, the managers
themselves offer some concession or package for those who advertise in the
online editions. The Hindu’s assistant editor remarked: “The change of layout and design
was a regular process, and was not an off-shoot of the popularity of the
e-newspaper. Meanwhile, the role of the editor had not changed; rather the
Internet has helped him to get information faster.”
Impact on circulation
The
circulation figure of regional language papers has been going up especially
those in Hindi, Urdu, Marathi, to name some. The circulation managers agreed
that though the Internet had contributed to expanding the reach of the newspaper,
there had been no decrease in the circulation of the print edition, rather, a
steady increase in revenues for
some time now. The online editions make it possible to retain the consumer base
and increase revenues, as in the
case of Times of India with an increase of revenue by 45 percent. This varied from
newspaper to newspaper since
some e-editions reported some amount of revenue generation but not any close to
the print edition. If The Hindustan and Dainik Jagran reported
“no revenues” from online advertisements, Urdu
Sahara’s marketing manager observed that
newspapers with no online editions were in a disadvantaged position. Urdu Sahara’s share
of revenues between print and online editions was in the ratio of 80:20. TOI’s editor found the Internet as an
ally by helping the print media provides sources of information. He believed
that the editor now plays the role a facilitator as well and online editions
offer more space for readers’ opinions. Dinakaran’s
web manager reported that many readers
were buying the newspaper online too.
Impact on type of readership
Younger
readers are expecting more variety in terms of news is evident from the types
of news accessed on the Internet
whereas the traditional concept of news still characterizes the print edition.
Even if readers want fast
news, there is a demand for latest local and regional news as well. The
challenge lies in providing them with more authentic and realistic news in a
more attractive fare. The current trend is limited to the office goers and the
people in the share market who access the e-edition and as such, readership is
diversified into print readers and
online readers. Sakal’s e-edition had helped it to generate revenue, in brand
positioning and in reaching out
to the Marathi diaspora. The introduction of mobile news had added value to the
bouquet of news products and ensured the leading rank for the Marathi edition.
Web-editions have a definite advantage over the print editions for enabling
frequent and regular updating of news and information. Behavioral changes in
the readers’ preferences and inclination to read more than just news had given
impetus to use of the Internet for bringing in diversity
in news products and making it attractive by including entertainment, sports and other related news in a dynamic and interactive manner. Dinakaran’s web
manager revealed plans to launch a pay site to generate more
revenue for the e-edition of the newspaper. The
Hindu’s assistant editor believed that the
young generation browsed
the Internet for news but they read newspapers
as well. The profile of e-edition’s
reader is different from that of the regular newspaper reader even in metros like Chennai.
Television Poses a Greater Threat
Almost
all the editors and managers (circulation and marketing) expressed the same
view that the threat to newspapers
came more from the television than the Internet. The satellite channels have
begun to make inroads
into local news reporting, which have been for long, the domain of local newspapers.
This was attributed to increasing penetration of satellite television and a profusion
of news channels. Some editors were hopeful that
newspaper could not be replaced by instant news dished out by news channels
since “television has lost its credibility by sensationalizing news reporting”.
There were two noticeable trends with regard to consumers’ media preference for
accessing news. In Mumbai, preference for television over the newspaper in most
areas, and a growing interest in the Internet for information was significant.
Even for local news, people were turning to television than newspaper. This is
indicative of a possible threat to the future of print in Mumbai and this view
was shared by the interviewed editors as well. Television in Chennai was a
preferred choice over the newspaper. Both metros showed a shift towards
television for news and information. Chennai however, had dedicated newspaper
regulars who preferred to rely primarily on the newspaper for political news.
Supporting factors such as availability of electricity and cyber cafés in
Mumbai and Chennai.
