Are you happy with the state of print media in Pakistan?
Print in Pakistan has existed for over seven decades now. It pains me to say I am not entirely satisfied with the current state of affairs. It is true that technologically, the print medium has evolved but my observation is that the quality of print content has deteriorated over time and print has lost the influence that it once had. I reminisce often about the time when print had the ability and strength, primarily because of its content, to influence social, public and private policymaking. Also unfortunate is the fact that the regional language print media has suffered because of a lack of funds and adequate backing. This had led to a lack of finances and resources, which has imposed a severe limit on regional language publications’ ability to keep up and adopt state-of-the-art technology as well as recruit people with solid experience and expertise.

For many years, there used to be only a handful of genuine publications in Pakistan with solid readership and, most importantly, a solid reporting and editorial team. The various ministries had strict regulations in place which made it quite difficult to get a publishing declaration. The practice was not correct in its entirety but it did serve as a way to regulate and enforce strict rules and regulations. Around the early 90s, it became extraordinarily easy to get a declaration. The deputy commissioner of any district was empowered to issue declarations. If the DC did not issue a declaration or create unnecessary delays, people could approach the courts. This led to a mushroom growth in publications. Every few days a new publication came out. People who had no print media experience started getting declarations. The sole purpose of many of these publications was to be used as tools for corruption, mud-slinging and blackmailing, or simply become commercial, money-making ventures. The print media lost its sense of integrity and the quality of content deteriorated. This exists today in no small measure.

Has the phenomenal emergence of electronic media made a difference?
The electronic media is still a relatively new phenomenon and has only been around in Pakistan for about a decade and a half. As far as readership is concerned, I do not think print media has suffered any loss or reduction in readership due to the electronic media. If at all there has been a reduction in the readership of certain publications, it is because of deterioration in their quality of content and lack of innovation. My own publications have seen an increment in subscribers and readership across Sindh over the past decade or so. There are new readers in the form of youth who are well-educated and inclined to gaining new knowledge and keeping abreast of current affairs. We have also taken measures to innovate like improving our content, quality and circulation and distribution capabilities.

Unfortunately, as far as advertising is concerned, print has received a setback due to the emergence of electronic media. Advertisers have seemingly developed a misguided preference for electronic media advertising. Now advertising budgets are disproportionately skewed in favour of electronic media though the advertiser is losing money. Pakistan is plagued with the menace of load shedding. Most people do not have electricity for up to 16 to 18 hours a day and ads running on electronic media miss their target audiences in these areas. Most often, people simply change channels when an advertisement appears and their message is lost in transmission. Advertisements appearing on the electronic media do not enjoy the longevity of print. If the consumer is not home during the day, an advertisement in the newspaper will still be waiting for him. In electronic media, once an ad appears and is missed, it’s gone until the next time.

Do you have an adequate audience size?
Yes. After Urdu, Sindhi is the second largest and most widely read language in Pakistan. It has its own unique script. The Sindhi people tend to show a preference for news and advertising in the Sindhi language. New Sindhi readers have emerged because Sindhi students are gaining access to education and want to keep themselves updated. Sindhi print media enjoy a sizeable and growing audience.

Are your advertisers mainly state-oriented?
We do cater to FMCG and corporate advertising, but we are backed heavily by state-oriented advertising. The federal government stilldoes not seem to recognize the importance of giving classified advertisements such as those for job vacancies, in the Sindhi language print media. This means people from Sindh are denied their right to knowledge, opportunity and upward mobility. The government also does not usually clear its dues on time. This leads to severe financial constraints. We need to get FMCG and corporate advertising as best as we can. Many advertising agencies also do not clear their dues. There is a constant battle to get advertising from FMCG, corporate and government sectors.

How well is the APNS managing the print media?
I have had the unique honour to have served nine terms as Secretary General of the APNS. I’ve observed that until about a decade ago, the APNS was very effective in handling the problems faced by its members. The APNS also acted effectively as a liaising body between member publications and advertising agencies. In the last decade, many rules and regulations have been changed and new ones introduced, which are both positive and negative. This has resulted in deterioration of the overall stature of the APNS.

Does the APNS have a say in editorial policy, quality of content, etc.?
The APNS serves as a liaising body between advertising agencies, clients and publications. It ensures that advertising agencies are dealt with fairly by clients and member publications. The APNS