Why premium brands are flipping back to newspapers

After years of focusing on digital platforms, especially following the Covid-19 pandemic, brands in sectors like luxury automobiles, high-end real estate and premium consumer goods appear to be rediscovering the unique advantages that print media provides.

A few days ago, a prominent English newspaper showcased two full-page cover ads for Apple’s iPhone 16 models. Tata Coffee Gold, the premium coffee line from Tata Consumer Products, marked International Coffee Day with a quarter-page ad that even carried the enticing aroma of coffee. Mercedes-Benz too created a short campaign narrating the story through a visual storytelling that played out in the pages of a prominent newspaper. The SUV’s story starts asking the readers to ‘Define Outstanding’, showcasing the G-Class in its new-age electric avatar and further defines outstanding features of the car on the following page.

Other prominent brands like Audi and Tata Housing too recently launched extensive print campaigns, reaffirming the newspaper's enduring appeal in the Indian advertising landscape.

With its credibility, targeted reach and ability to engage discerning consumers, newspapers are becoming a preferred choice for marketers seeking to create impactful, lasting impressions.

Why is this happening?

Speaking from a brand’s perspective, Amrit Baid, Head of Marketing and Customer Journey, Mercedes-Benz India, shared, “Mercedes-Benz has always believed in the power of the print medium, especially with its penetration in emerging markets across the country. No narrative can captivate consumer attention, like visual storytelling. And when combined with the power of print, the results can be exciting.”

Print media is a strong tool as it forms a strong resonance with emerging markets which are not Tier 1 or Tier 2 cities but strong centres for luxury car buyers. With better infrastructure and a growing retail network, customers in these markets are now expanding their horizons and becoming comfortable with luxury car purchases, explained Baid. The flexibility of regional language, backed by the credibility of the print media, makes it an important tool for Mercedes-Benz and their franchise partners to leverage, he shared.

Premium brands in India are revisiting print media as a key component of their media plans. With the rise of digital fatigue and increasing ad blindness online, print offers a unique opportunity for targeted and high-quality brand storytelling, according to Manoj Singh, Vice President, Madison Media.

Luxury and high-end brands, in particular, value print's tactile experience and consider it as a prestige association. Print media allows precise targeting of affluent audiences through select publications and editions. Singh elaborated that print is perceived as a trustworthy medium, lending credibility to luxury brands. Moreover, High-quality print ads showcase premium products elegantly, he opined.

Another reason is that print enables detailed storytelling, highlighting brand heritage and values. It at times also provides a sensory experience, resonating with luxury consumers.

Rakesh Sharma, former President, Indian Newspaper Society said, “Premium brands are moving into print because they have to sell their products to HNI customers who are still glued to reading the newspapers.”

This is happening for the luxury brands in the real estate sector as well. Real estate is now available for Rs 10-15 crore and the high-end real estate players all are into the print. For these brands, the eyeballs from print had moved on to TV or other platforms earlier, but they are now gradually coming back in a big way into the print, as per Sharma.

Hussaine Kesury, Chief Business Officer of Pepperfry, shared that their recently launched luxury furniture and home decor segment’s goal is to cater to a wide range of customers.

“Print remains an effective medium for us, especially when promoting our overall brand offerings. Going forward, our luxury offerings will also be a key part of these advertisements, ensuring that our customers are aware of the full spectrum of what Pepperfry has to offer,” he said.

This resurgence signals a strategic recalibration, with advertisers rediscovering the potential of print to complement their digital efforts.

Future of premium segment on print

Print media attracts a more discerning, affluent readership. For premium brands, reaching this audience is crucial, as they are more likely to be interested in luxury products and services.

As per Baid, in a country like India, where print consumption is unrivalled, we cannot write off traditional media. From cars to quick commerce, nobody can ignore the significance of print media and the assurance of getting the ads delivered at a considerable number of homes will always be lucrative for marketers.

Singh said, “Print media still has a place in premium brands' media strategy, especially when combined with digital. However, with the ever-evolving media landscape, premium brands need to stay adaptable and open to integrating emerging media opportunities into their strategy.”

The role of print in premium brands' media strategy will depend on their specific goals, target audience, and marketing objectives.

Numbers Speak

Overall, print has been seeing a good growth. According to TAM AdEx print reported a 5% increase in ad space in H1 2024 compared to 2023, with Education, Services, and Auto leading sector-wise.

Full-page rates for major dailies vary widely based on reach and readership. Leading publications like The Times of India, Hindustan Times, and Dainik Bhaskar command premium prices, generally ranging from several lakhs to over Rs 10 lakh per page. According to experts, sometimes quarter-page ads targeting high-income audiences in top English dailies come at a premium depending on the day of the week. It can start at as high as Rs 30 lakhs, while a full-page jacket ad may cost up crores per insert.