Sorry Excuse The Brevity - sent from xxx phone 


 The line that we all adopted with the adoption of our stylish smart phones. It became a statement to use brevity in the way we communicated and got a excuse to use abbreviations, wrong spelling because consuming content ON THE GO was the new way of living.

 Did the newspaper industry somewhere believe that no they were the custodians of long format journalism and will just fight battles of readership to attract advertisers, and never come in the open with the struggles they were facing.

Finally the secrets are out of the closet and Hindustan Times the newspaper founded in 1924 , and a Rs. 2,500 crore group shut down seven editions in addition to letting dozens of people going in the first week of 2017.

Vanita Kohli a veteran media commentator in her column in Business Standard calls out that the print revolution has to find a metric to integrate print and digital readership this industry cannot grow. 

http://www.business-standard.com/article/opinion/vanita-vanita-khandekar-a-wake-up-call-for-print-media-117011701492_1.html

This is followed by the Times of India in a edit crying out  "Indian newspaper industry : Red Ink splashed across the bottom line."

http://blogs.timesofindia.indiatimes.com/toi-editorials/indian-newspaper-industry-red-ink-splashed-across-the-bottom-line-hard-hit-by-factors-beyond-its-control-print-media-needs-reasonable-tax-and-labour-policies/

So did we forget " Excuse my Brevity" and embrace the changes that were happening around us. As Communication consultants plan campaigns specially in India there are two questions they need to ask.

Who do I want to reach out to, is my audience a analogue audience or a digital audience, or is he both. How can I reach out my message to him, does he read his story on a mobile, or a newspaper or watch television.  We at 20:20 MSL have tried to capture this in a planning framework keeping the one message in mind : Excuse the Brevity.

http://bit.ly/2020Inf