The written press ranks third among credible sources of information, after television and social networks: Havas Media Group study | Media


Havas Media Group has unveiled a new white paper – “Meaningful Media – Media That Matters” – which aims to decode the effectiveness of print as a medium and changes in readership behavior during the pandemic.

With the pandemic and the lockdowns that followed disrupting the production and distribution of newspapers and magazines across India, the study reveals that Covid-19 has been a game-changer for printing as a media in India. Despite the lack of readership data and discontinued airs, print has become one of the most credible sources of information for most consumers, brands and merchants during the pandemic, according to the report.

The research involved a stratified random sampling of YouGov’s exclusive panel comprising 200,000 active panelists aged 21 to 50, male and female with a current subscription to at least one daily newspaper spread across 14 key cities in India.

Commenting on the report, Sanchita Roy, Head of Strategy at Havas Media Group India, said: “At Havas Media our philosophy is to continuously study and monitor the brands and media that matter. In the market triggered by Covid-19 which has led to dynamic consumption patterns, this has become even more critical. Therefore, we have aligned with the Havas global network and its planning teams and suite of tools to regularly map trends in evolving sectors, industries, media and marketing technologies so that we can deliver the best and most impactful media solutions to our renowned clients. Over the past two years, we have also strengthened our teams and talent pool in areas such as data, convergence, automation and AI, strategy, e-commerce and marketplace, etc. . Our aim is to become India’s largest think tank and emerge as the most authentic and trusted voice for all industry stakeholders during such a volatile time and leading the leadership conversations. illuminated in advertising and marketing space.

She added, “To demonstrate this, we launched our Sports Research Report a few months ago. With the onset of the pandemic in 2020, the printing industry suffered a huge loss, not least due to the cancellation of subscriptions and several other reasons. Therefore, it became relevant to understand not only the consumer shifts that were occurring in the media ecosystem, but also to understand whether printing continued to be as effective as before in impacting business results. Needless to say, despite the short-term decay, the impression is coming back in full force. It continues to be one of the most trusted and credible mediums that helps influence brand perceptions. And this is the story of the resurgence of print in India.


  • Although nearly 40% of readers interrupted their newspaper subscriptions during the pandemic, mainly due to factors such as the risk of infection and changing media consumption patterns, the time spent reading newspapers has increased significantly. , especially in the 41 to 50 age group. years.

  • The written press ranks third, after television and social media, as the most credible source of information.

  • About 15% of readers have turned to regional or vernacular publications, in the wake of trust and sustainability.

  • In the South, nearly 60% of readers have sought print as a medium to gain more knowledge during the pandemic. While in the West, around 33% of consumers read newspapers to find local news.

  • The report also reveals that there has been a huge adoption of news apps. About 57% of people surveyed in this study use news apps.

  • Besides being a daily habit, some of the top reasons for reading newspapers continue to be to gain more knowledge, keep up to date with current events, and improve language skills. Content related to science and technology, global affairs and health remained among the favorite and most read sections after general news.

  • An in-depth categorical analysis of media effectiveness for advertisers and marketers revealed that impression plays a key role in influencing brand perception, from quality to price and trust, especially in the automotive category.

  • Some of the findings specific to the automotive category revealed that printing has the greatest effectiveness in increasing brand awareness, by almost 55% for first-time car buyers. For loyal customers, print helps drive brand preference down the funnel.

  • Car ads were the second most recalled after cellphones (highest among loyal customers).

  • Maruti, Hyundai and Tata Motors were the # 1 most recalled auto brands.

  • Consumers paid more attention to newspaper ads, and only 10% ignored them.

  • Outside of the automotive industry, printing continues to be the preferred source of support for improving efficiency in other categories such as smartphones, finance, and education.

Overall, the report claims that although print media has seen a decline in readership, due to the pandemic consumer expectations continue to strengthen in newspapers in terms of content and not just news.


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