The forum panellists are seen during a session.
KUCHING: The print media is facing a stern test in a digital era loaded with information, but the electronic media still cannot completely take over its role.
One of the advantages of print media is that it still attests credibility and trustworthiness.
The 2015 Malaysian Newspaper Publishers Association (MNPA) Forum – ‘Print 2020: Challenges & Opportunities’ held recently in Kuala Lumpur discussed this topic and explored the challenges and sustainability facing the print media before a sell-out crowd of over 300 participants.
According to statistics released by Nielsen CMV, with a newspaper reach of 57 per cent in Malaysia, optimism in the print media remained encouraging.
“Newspapers are taking a new perspective towards enriching the reading experience in this digital age. The enriched reading experience is key to the sustainability and uniqueness of print media,” MNPA chairman and New Straits Times Press chief executive officer Datuk Mohammad Azlan Abdullah said during his keynote address.
“One thing for sure is that content strength is king. That is one of the key things that print media must emphasise. There is always room for improvement. Competition always makes one stronger.
“Appropriate positioning and branding are two vital aspects that the print media must adopt to succeed. It’s all about changing, diversifying and growing together with the digital media. The editorial re-engineering in the print media should be geared towards a more visually appealing and attention grabbing layout that includes the clever use of infographics, for instance,” he added.
Newspapers are still able to command a much longer attention span than digital media.
The Star chief executive officer and group managing director Datuk Seri Wong Chun Wai reiterated the relevance of print media.
“It’s print that holds the integrity of the business. It pays salaries and most of those successful news portals are in fact funded by the print media. The money is still out there.
“However, print media must embrace the digital age with open arms by being part of ecosystem. It’s about reinventing into different platforms while seeking a balance between print and electronic. Strategic partnerships are one of the propositions for print media to sustain.”
Malaysian Advertisers Association (MAA) council advisor and Nestle Products Sdn Bhd communications director Khoo Kar Khoon said: “The print media must not linger around the ‘print versus digital’ any more. It’s about blossoming the trend shift.
“Be innovative and get synchronised with the needs of the market alongside different marketing channels and grow together. The print media need to re-strategise themselves all the time to succeed in an ever-changing environment.”
Other panellists were Media Specialists Association (MSA) president and Mindshare Malaysia leader Girish Menon; Audit Bureau of Circulations of Malaysia (ABC) chairman Karthi Palanisamy; Air Asia Berhad (commercial) head Spencer Lee; and Kumpulan Media Karangkraf chief operating officer Syamil Fahim Mohamed Fahim.