Recently a company asked us why it was easier to get business and tech print coverage in India than the United States. To be honest, we had no idea why… so we did some digging to find out. The results were pretty interesting:
People — and paper — are much cheaper in India. The economics of maintaining staff and the physical production of print publications is infinitely cheaper in India than in the US; as a result, more publications, more reporters … and more room for coverage.
India is a young and vital print media market while the U.S. print media is more mature, moving to an uncertain economic future, and hedging its bets. The explosive online growth that stole audience and ad dollars from U.S.’s print publications hasn’t hit India’s print market in the same way: Indian print media continues to flourish.
Indian press focuses on news that boosts the economy and its participants; U.S. press critically evaluates the economy and its players. Indian press is much more interested in business boosterism. The American technology press was similarly gung-ho in Web 1.0 but, after getting burned when the bubble explode, are much more critical this time around. In India, a newly launched company is a sign of a successful economy; in the U.S., a new company isn’t newsworthy until it’s proven itself.
An amusing and insightful look at the close relationship between Indian media and businesses can be found here. Cybermedia, India’s largest publisher of business news, lists major brands like Intel, Samsung, and Kodak, as “old and endearing relationships which create value for us.” ’Nuff said.
India is enamored with new technology; the U.S. likes “proven” technology. As part of its business-supporting approach, Indian media often covers new technologies based on their novelty alone. Softer positive coverage still works in India, setting a lower bar to coverage than in the U.S. The American market now demands substantive proof that a technology really works in the long-term — like venture investment, or customers who are willing to speak to the media.
Any Indian media insights to share? Speak up in the comments.