Much more possible in print ads: Feeling of substance, ability to stimulate the senses and that there is a thing in hands which is convenient to keep, carry and read, has always attracted readers to remain hooked on to their preferred newspapers. Unlike any other medium, newspapers offer deep reading, which makes it unique and also that newspaper don’t die easily (like any other product). No wonder, changing newspaper reading habit is considered to be one of the toughest jobs. Marketer and advertisers always drove their brands on this strength of the newspapers and newspaper advertising always played a very important role in their media plans.
But with fragmented media and increasing clutter in space of advertising options and on account of ‘uniqueness’, advertisers always hunt for ideas that can make their brand stand taller in the crowd of advertisements and get noticed by the consumers to be able to engage them. On the other hand, realising the potential of increased ad revenue, print media owners too have been open to explore the media innovation ideas with the advertisers. […]