ith every passing day, the media scenario gets a little more complex. Mumbai, for example, has witnessed the launch of three morningers in the last three months. Besides, on TV, frequent introduction of new programming and the consequent complication that it causes in media planning has now become the order of the day. Thankfully, media professionals now have access to advanced software packages, both on TV and in print, that save them much drudgery. Even so, planners often burn the midnight oil, analysing viewership ratings and calculating share of voice for their brands on TV.

In this milieu, however, print as a medium gets a somewhat secondary treatment. Perhaps only those media planners/advertisers who work on print-heavy brands actually spend as much time to understand the medium as their counterparts who work on the television-heavy brands.... more