The print medium is the oldest form of media in India, the first newspaper that was published in India was the Bengal Gazette, in the year 780. Print medium has played an important role during the freedom struggle movement be it in the in the form of newsletters, notices, journals etc. it helped inform people, educate them and propagate the ideas of patriotism and nationalism. Most leaders used newspapers as a medium to put their message across to create awareness. Keval. J Kumar (994) For a long time newspapers have been in the highlight when it comes to fighting for rights and societal causes, in India newspapers are also available in vernacular languages making it easily available in regional areas. Edmund Chukwuma Onwuliri (209) One of the most prominent instance of newspapers fighting for their civil rights is when The Indian Express and The Statesman left their editorial page blank during emergency in India in 975.Dr Jhumur Ghosh (206) Newspapers are one of the most reliable source of information which comes at an affordable price thereby making it accessible to people belonging to the lower income strata . Newspapers maybe an important asset to the society as source of information but there are certain things that newspapers need to pay heed to in order to retain its place such as branding, according to the article on Media Brands and Branding (2008) newspapers need to have a unique and strong brand value and image in this cut-throat competition. The newspapers have to make sure that they are reliable and a trustworthy source of information in the eyes of their readers. It is
vital for newspapers to retain their brand value and pay attention to branding so as to maintain consumer loyalty and increase readership of their publication. Aaker D.A, (996)They not only have to maintain engagement of the readers but also have to curate their content in accordance to their consumers preference.Media Brands and Branding (2008) In todays age as per the research done by Anna Maria Jönsson and Henrik Ornebring (20)newspapers have to be eye grabbing especially in terms of their visual designs such as fonts, colours, layout, choice of images and textual choices to be understood which would help in newspaper commercialisation. According to Businessline (2006) newspaper can be divided into three categories the first is breadth which includes different channels and formats, the second is length and lastly depth which revolves around new revenue aspects by using information as products and services. Another important aspect of newspaper branding is business to business branding which means marketing advertisements of various companies(brands) to consumers ultimately alternating newspapers as a helpful platform for advertisements According to Keller (2008) a brands power depends on what is in the consumers mindset. Whether it is the value of the newspapers brand value or equity it is vital to maintain its distinctiveness and should be according to the consumers preference. There should be clear understanding as far as advertising to consumers are concerned as the consumers should always be given preference whilst maintaining quality and value claims Duncan and Moriarty (998)