World Association of Newspapers and News Publishers

Innovative ideas give better results

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Innovative ideas give better results

Aritra Sarkar, Vice-President-Strategy, ABP Pvt. Ltd urged newspaper organisations to carry out innovative techniques in order to reach the audience. Marketers look at connecting with the crowd and newspapers can act as a bridge between marketers and consumers because they have great reach. Citing the example of the Cadbury campaign wherein instead of competing with the sweets of Kolkata they combined Cadbury with the sweets to come out with Cadbury-Sweets, Sarkar said, “Instead of competing with the other players, we co-opted them into an innovative ecosystem.”

Although there is reader oriented content in newspapers, perhaps inclusion of more of reader’s voices in the content can lead to sales taking up. Looking at multimedia in a creative and innovative way and introducing campaigns to reach the target audience is another way to boost the reputation of the organisations and newspapers are best placed to make full use of this idea. Innovation is the key to succeed for the publishers. Says Aritra, "For marketers, open innovation is the way to come up with the next winning idea."


Mihir Bhanage's picture

Mihir Bhanage


2012-09-26 12:21

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