Last Sunday, I was badly searching for a newspaper in my house.
Not to read.
But to use as a disposable sheet to manage beard trimming operations.
I found one old newspaper that was used as a base to keep mangoes.
After trimming, I neatly folded the paper and kept it for future use.
I was surprised to realize that we produced almost 0 paper waste.
I remember back in the days when I was living with my parents there was always a big stack of old newspapers in some corner.
Once my dad consumed the news, the value of the newspaper dropped to almost 0.
It was then used to wrap food parcels, press oily pooris, and whatnot.
Back then I always used to think newspapers get their major revenue share from reader subscriptions.
I used to wonder, how come they afford to give such thick copies.
Well, now I know that advertisers paid for the newspapers.
Classifieds and big front-page ads were the bread and butter. Subscription revenue might have covered the logistics.
The news was only to grab our attention.
#Newspapers won’t go out of circulation because there are no readers.
Brands will reach out to people who need not be readers but just passive media consumers.
Nevertheless, newspapers will leave a huge vacuum, not in the reading space but in the utility space. 🙂