Legacy versus social media: Print media campaign brings together competitors
A group of newspapers has started a campaign to promote print media while the public continues to shift to consuming news through social media. Legacy media outfits have claimed that their verification systems bypass that of others and they do not publish without verification.
Ironically, it was launched with an advertising campaign on front pages of newspapers. However, media owners told Media4Exchange.com that it was to be a two-month-long campaign.
The campaign has built partnerships between competing brands such as the Times of India and The Hindu, which not long ago were warring for readership. The Hindustan Times, which is considered a competitor of the Times of India in many regions, is also on board with Dainik Bhaskar and others.
The target seems to be social media and not all of the digital space, considering that some of these brands dominate the digital space. The Times Group has the largest share of the internet in India, not counting Google and Facebook which are still only considered as digital platforms.