Impact of digital media on newspaper industry

Volume : VII, Issue : VI, June - 2018

Dr. Madhura N. Pimplapure

The objective of this research paper is to explore and discuss the future of newspaper industry. A typical Indian newspaper , apart

from its other purposes also functions as a medium for advertisers to promote their products and services as the reach of these

papers are nationwide The future newspaper will have to move away from its tag of ‘general newspaper ‘In to a more specialized

format by creating a portfolio of exclusive print and digital products gratifying an audience base on the basis of

age,gender,demographics,socio–economic status ,ethnicity and interest group.

Newspaper can reach and influence readers through following innovative value added tactics

1) Putting web first and reporting from multiple platform

2) Go niche

3) Offer unique content in print

4) Investing in Mobile–E readers or Smartphones

5) Communicating with readers

They need to develop a oad array of targeted content and advertising solutions to serve diverse audiences across the web,

mobile and social media. Newspaper unshackle themselves from their old advertising–and–circulation model and start serious

pursuit of the dozens of ideas already presented for developing new revenue sources. Here are some ideas (not all mine and not

new here, but not yet in wide use, at least by newspaper companies): i.e. Daily deals, direct transaction, Local search, Mobile

application. I hope to provide a survival formula for newspaper industry in the age of digitization through this paper. Newspaper

industry will remain optimistic.