The strategy of Indian print newspapers in the virtual age

Document Type : Original Article

Authors

1 Department of Communication, Faculty of Humanities, Islamic Azad University, Tehran East Branch, Tehran, Iran.

2 Department of Communication Science, East Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

In the virtual age, printed newspapers do not attract much attention to the audience. Printed newspapers have been shaping public opinion for more than four hundred years and are still among the popular and reliable forms of media in the field of information. Maintaining this position is the main challenge of newspaper producers. In the times when virtual media are expanding rapidly, journalists are forced to change their approach to provide news and information according to the current conditions.In recent years Indian print media industry activists have succeeded in increasing their readership by 40% in addition to increasing their advertising income by 60%. Effective components and factors in increasing productivity, optimization and success of newspapers that have kept or increased their audience can be effective in this field. The purpose of this research is to investigate the functioning of these newspapers in the form of executive and operational strategies. In order to draw these strategies, using the foundation's qualitative data research method and in-depth interviews with experienced editors and reporters, their lived experiences were extracted.The statistical population of this research is the managers and editors of newspapers that are published in India. Sampling was done in a targeted manner. At the end of this research, four production, distribution, virtual and support strategies were identified as operational strategies of print newspapers in India.The owners of these media have been able to maintain their share in the media consumption market by using four strategies in the age of media and social networks.

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