t is true that the galloping pace of C&S; TV reach threatens to eclipse print as the mass medium of choice in many geographies. But print has managed to hold its own in select, key geographies. The NRS 2005 indicates that within three of the top ten urban socio-cultural regions (SCRs) by size, print still rules the roost in terms of reach. For the SCRs of the Gujarat Plain, Desh and Oudh (West) the reach of print exceeds the reach of satellite television.

It is possible that increasing literacy can help print maintain its hold on consumer eyeballs. Moreover, print has the distinct advantage of being able to target specific cultural tastes and preferences (or castes and creeds) within different SCRs - something a more generalised medium like television cannot due to its very nature.... more