When television made its appearance in 1973 (in India), many media watchers set off an alarm. 'Print is dead' they said. Years later, with the advent of satellite broadcasting, when the country got cable-wired the doomsayers once again started nodding their heads.

But history has proved them wrong. And Gutenberg the father of the printing press, in his wildest dreams probably never imagined that his invention would so influence mankind.

Indian Print - Happening Medium
The last 2 years itself have seen the launch of a spate of Indian publications.

The launch of Gujarati daily Divya Bhaskar created a market furor. While regional newspapers continued to launch ever-increasing number of editions, Reliance Group has forayed into print with Harmony, edited by the younger bahu. (Their earlier buy-out of The Sunday Observer ended in a minor embarassment.) Not to be outdone, the Essar group is all set to launch Time Out.

Last April also saw the launch of Tarun Tejpal's print offering - Tehelka - after a much hyped prologue which sought the involvement of would-be-readers.

Last year also witnessed a host of special interest publications. Chitralekha for example, launched "International Watch Review". The market also saw a number of special interest publications. (Leading Gujarati magazine Chitralekha for example, launched "International Watch Review". )

This year, Mumbai based Midday group launched their quick-read morning newspaper "Morning Quick". (A flanking move against Times of India?)

The advertising industry has seen Media, Pitch, USP Age, Brand Reporter & Impact launched in quick succession. And free publications are growing in number with practically one in every major city. (Including smaller metros like Lucknow !)

Catching 'em Young
The Times of India meanwhile, has executed its master strategy of selling newspapers to primary school students, as a "student edition". This will not only increase its paid circulation (individual subscription forms counter-signed by parents will satisfy stringent ABC regulations) but also develop the habit of reading The Times from a young age !

At the same time, New Delhi based NGO Butterflies has launched The National Children's Times.

Competition
There are strong indications nay expectations, that Hindustan Times will raise its standard in Mumbai. Of course, the old lady of Bori Bunder should be worried.

Meanwhile, competition amongst regional newspapers continues unabated. Dainik Bhaskar is a case study that amply illustrates ambition, skill & the ability to spot opportunity. After successfully establishing it's brand in key Hindi market Rajasthan and upstaging the established leader, the group launched sibling brand Divya Bhaskar in Gujarat to unsettle the 2 traditional leaders. (A few years ago, this was as unimaginable as 9/11 !)

Foreign Brands
Many Indian publishing houses are waiting for the new Govt's policy on FDI in the print media. Just as international publishing houses are waiting for the Government to raise the green flag. Some foreign mastheads have even tried to launch their Indian editions through loop holes. International Herald Tribune is a case in point.

The Future
The advent of a score of Indian News Channels has had little effect on the circulation of most major dailies. Perhaps the reason lies in a combination of reduced cover price, enhanced literacy & increasing disposable income. Along with a pressing need to stay informed.

The allure of print is as strong as ever. Walk into a magazine stall and you are assailed with a wide range of choices. Franchising, Outdoor Advertising, Point of Purchase design, Strategic marketing, Car & Bike magazines - there's a magazine for every imaginable subject ! And not just in English.

Indian publishers have become savvier. Outlook readers' response to travel features gave shape to "Outlook Traveller". While Dainik Bhaskar has perfected the art of pre-launch market surveys conducted by their own Marketing Dept - as a pre-cursor to designing their content. And Times of India is catching them young !

For the present, it looks like man's love for the printed word is not diminishing !