Due to the ever-increasing technological advancements in electronic media, the Print media faces two important challenges. The first challenge is that the print media has to meet the needs of the advertisers who are the main source of its revenue. The advertisers have started to cut back on paid ads and started to invest on online websites and viral marketing. Conventional advertising have been replaced by digital advertising. Paid ads cannot be expected to recover fully as the impact of online marketing and digital advertising tend to raise the marketer’s expectations of the conventional media. The digital advertisement spends reached 60 billion INR in 2015, which was 38.2% more than 2014. It is also expected to cross 255 billion INR by 2020 It has been estimated that by 2020 digital media will cover more than 11% of the total advertising spend in India.
The second challenge involves overcoming the cost benefits of other media over print media. In order to overcome this challenge, the print media started to provide their content online for free and trying to make profit through some ad based business model. Some publications even tried to charge for their online content. Because of the huge content available online for free, the newspapers and magazines could not sustain their mass audience. In order to serve the base subscribers and advertisers, the print media adopted fixed product costs, which resulted in a decline in the number of copies sold.