Media Planning by Sridhar as on 09/09/2013

"Newspaper is an impact medium and not a medium of sustenance."

Dailies

(Pros)

->Reach (60 % of population in Delhi SSC – A, SSC – B, Men and Women).

->Immediacy.

-> Local Emphasis.

-> Flexibility (in terms of advertising for a certain amount of time you want to advertise).

-> Involving (TV is a medium which is fleeting but with newspaper it isn’t the case).

(Cons)

->Short Life.

->High Cost at a National Level.

->Not a simultaneous consumption.

Magazines

(Pros)

->Consumed by choice.

->Quality of production.

->Pass along readership/Longer shelf life

->Focused audience.

(Cons)

->Slow build up of reach (lack of immediacy)

->Greater lead-time (your content needs to reach very much in advance, for E.g. you need to submit or send in your content a whole month in advance which is not the case in a newspaper)

->Greater Scope of Innovation.

Television

(Pros)

->Sight and Sound medium (it is more holistic)

->Mass as well as Niche

->Cost Effective

->Context/Environment

(Cons)

->Fleeting

->Fragmented

->Clutter

->Frequency

No media is good or bad. It is all situational, it is all about how well it is suitable to your needs.