If print media has to be kept alive, there is a need for evolution. Ad spending in India will grow 15.5% in 2016 to Rs.57, 48.6 million with digital advertising expanding at the fastest pace of 47.5% (as reported by This Year Next Year report by media agency GroupM) (O’Malley, 2012). If print media does not start to prove its value or evolve according to the needs of the present generation, they will have moved from “bankrupt” to “closed down”. This has been happening since the past and will also be continued in the present times if the concerns are not raised over the same (Wyka-Podkowka, 2014). It is important for the print media companies to try for better measures to ensure that the print media continues to grow in a consistent manner.
The picture related to the print media has always been similar. The death of print media is nothing new. There’s no indication that print media will suddenly rejuvenate and begin to make profits. The paper copies of newspapers may continue to lose money, which is why the newspapers will no longer serve as the honest reporter of daily news (Shivonen, 2014). It may only be a biased pile of news and advertisement bought out by the rich who can afford it. This will lead to unreliability of information, which is again countered by internet media – news on the internet can anytime be cross-checked from other news providers. Also, on the radio the news which is available is delivered by a person and is often correct (Maras, 2014).
The debate whether print will survive or not is controversial. The technology business teaches you that nothing ever goes away completely. What’s really changing is the role of content itself. One big question facing all media companies is how the digital medium will impact the publication world. For ad supported sites with a significant overhead, they are mostly still figuring out how to monetize their content (Rasmussen, 2014). And the big question for print is that how to maintain its readership base so as to attract more advertising revenues (Andrews, 2014). Print media is old information by the time it is delivered. Online content is how people will start relying on the latest news developments. It is suspected that an increasing number of magazines will go to an online-only format. To protect itself, print media has to evolve itself and its business model so as to retain its importance.