Crossing the Boundaries of Creativity in Advertising


Bamilo, Harajome Campaign - Eshareh

The Hard Days of the Print Media

The print media in the country are not having good days. The majority of the print media, especially those that are depended on the content of their product in order to make money, are faced with challenges. Part of this challenge returns to their printing communication channel.

The dnaunion group in line with the goals of its social responsibility has come to help the print media in changing the angle of their movement from printing to digital.

Parastoo Rostami, Director of the Media Department of Eshareh Advertising Agency, commenting on the approach of the social responsibility of dnaunion group says: “The dnaunion group in line with the goals of its social responsibility has adopted a different approach. This group with regard to its relations with the print media has recently noticed a change in their behavior and feels responsibility towards concerns and challenges they are faced with.

“The print media these days are confronted with different problems for attracting audiences and for remaining in the market. The dnaunion group, by presenting the data that has been collected by EMRC Company through TGi tool, will help them change their outlook and their moving angle.

“The EMRC Company with regard to its long history in the field of market research, in line with the goal of social responsibility of dnaunion has placed the data it has collected over years from the behavior of the audiences and position of the media in the society at the disposal of a group of the media officials. This adaptation and transfer of information was made in the form of an event with the presence of a number of active media officials of the country.

“According to the research conducted and the data provided in this event, it became clear that the perception of the audiences towards media and the method for receiving information has been changed and this has caused the print media in our country to adopt a new trend since last year. Today’s audiences due to daily concerns and the high speed of displacement of information have changed their attitude towards the print media and are trying to refer to those media which in the shortest period of time and with the least number of words put the most important domestic and foreign news reports at their disposal.

“When the perspective of the audiences and consumers is changed, the media should also give a new direction to their movement. Surely, the audiences are enthusiastic to seek information and news like the past but they would no longer wait for news to be printed and they try to obtain their data from other news channels. Of course, in this area not only the competition market has been reduced but due to the presence of various media, this competition has been intensified as well.

“Audiences these days are craving for new content and are looking for print media that publish better content. In the first part of the event, it was told to the officials of various media that this new movement by the world’s big media has been implemented in accordance with the change in the outlook of their audiences and by changing their movement from print to digital, they have guaranteed their survival in the society.

“Therefore, the media in the country should take the necessary measures in order to keep their audiences. The print media would perhaps remain in the market for a period of time but in future, their persistence will become difficult. In the first section of the event the following data was provided to the audience:

1: The amount of use of different media from 2004 up to now in 7 major cities of Iran;

2: Changes in influence and average time for reading newspapers and magazines from 2004 up to now in 7 major cities;

3: Changes in influence and average time for watching TV from 2004 up to now in 7 major cities;

4: Changes in influence and average time for using Internet from 2004 up to now in 7 major cities;

5: 14 high topics favored by the audiences in 5 media under study in 7 major cities;

6: Media and lifestyle in 7 major cities;

7: Media and age structure of the population were given to the participants.

In the second part of the event, examples were cited for the media officials on the behavior of the big media towards these behavior change and they were told what digital pattern the powerful media of the world have taken advantage of.

“In the event the participants were told that each of the media has taken a method in order to change their movement; for example, some would publish their interviews in the video form in the virtual space and some others have taken other different methods. In continuation, mechanisms were mentioned for the change in the behavior of the print media and for entering into the digital world.

“They should better use other communication channels in order to change their behavior and do not suffice to the print media. The majority of them in the digital world have sufficed to operating a channel in Telegram and only a website.

“Whereas, the nature of the print media for entering into the digital world should change fundamentally. The participants in the event were from print media such as Jahan-e Eqtesad, Hamshahri, Sharq, Ettela’at and Iran. This event will be regularly held by the dnaunion group during the year with an aim of improving the movement direction of the country’s print media.”