Sangay Rabten, Business Bhutan

Bhutan Press Mirror – In the digitally dominated and fast-paced world we inhabit, the fate of conventional media, particularly print media, appears precarious.

The newspaper, once a revered source of information, is now overshadowed by the rise of social media. It is often perceived to be in a state of decline, as it is challenged by the instant gratification provided by digital news sources.

However, the critical question remains: is print media truly facing extinction, or is it discovering innovative ways to maintain its relevance in Bhutan?

The evolution of print journalism

Historically, print journalism has played a crucial role in Bhutan’s media ecosystem, marking a significant turning point in the nation’s modernisation efforts. The modern conception of media in Bhutan can be traced back to the 1970s, coinciding with the country’s broader initiative towards planned development that began in 1962. These early years paved the way for gradual advancements in communication and information dissemination, albeit within a limited scope.

The true media revolution in Bhutan began in 2006 with the launch of the Bhutan Times, the first private newspaper in the nation’s history, quickly followed by the Bhutan Observer a few months later. These developments indicated a burgeoning demand for independent journalism and broader coverage of issues affecting the Bhutanese populace.

Beginning in 2008, there was a surge in the launch of private newspapers in both English and Dzongkha. Notable among these was Bhutan Today, which debuted in 2008 as a daily newspaper, followed by Bhutan’s first business newspaper, Business Bhutan, in 2009, as well as The Journalist in 2009 and The Bhutanese in 2012.

Alongside these English-language publications, several private Dzongkha newspapers emerged. Druk Neytshuel was launched in 2010, followed by Druk Yoedzer in 2011, and Gyalchi Sarshog and Druk Melong, both introduced in 2012. During this same period, a variety of magazines were also launched, including the news magazine Drukpa, as well as entertainment publications Trowa and Yeewong.

Challenges in the digital age

However, it is undeniable that print journalism has faced significant challenges in recent years. The proliferation of digital platforms has fundamentally altered how people consume news, and the government’s austerity measures in reducing advertising have drastically impacted the sustainability of print media. This has unfortunately led to the cessation of operations for several publications, including Bhutan Observer, Druk Neytshuel, Druk Melong, and Druk Yoedzer.

Readers are no longer tethered to physical newspapers; instead, they access information instantly through smartphones, tablets, and computers. This shift has led to a decline in both circulation and advertising revenue. These drastic changes in consumer behavior have posed significant challenges for print journalism. This shift has prompted many established publications to reconsider their operational models and editorial strategies. Even existing media outlets have been forced to downsize. Seasoned professionals have left the profession, and young journalists are often demotivated due to delayed and low remuneration.

The Path to reinvention

Nonetheless, the transformational impact of digital media cannot be denied. The narrative of declining print media is not solely attributable to the rise of social media. Existing media outlets and serving journalists should embrace the transition, integrating print with digital platforms. A multimedia journalism approach should be applied to diversify options for the audience, engaging them with compelling stories of resilience and reinvention.

Indeed, most print media outlets are adapting to these changing dynamics by offering online versions of their newspapers, integrating multimedia content, and engaging with their audience through social media channels. This hybrid approach allows them to reach a wider audience while potentially retaining their traditional readership.

Strategic innovation is essential for print media to thrive. Blending print media with digital platforms can merchandise and diversify revenue streams, which will contribute to its sustainability. Additionally, this approach can help bridge the readership generational gap, engaging younger audiences who primarily consume news digitally.

In an age of misinformation and sensationalized news, upholding high journalistic standards is crucial. By offering fact-checked news, established print publications can maintain and even bolster their reputation, providing a valuable counterpoint to the often-unverified content found online.

Conclusion

Although print journalism in Bhutan faces formidable challenges, stakeholders in the industry must embrace the possibilities of transformation. Viewing these challenges positively may present significant opportunities for reinvention. By leveraging their inherent strengths and embracing innovative practices, print media can navigate the shifting landscape of the media industry. The future may not resemble the past, but as Bhutan continues to evolve, so too can its print journalism. The narrative of print media decline should be reframed as one of evolution in response to changing times. With strategic reinvention, print journalism can maintain its vital role as a cornerstone of public discourse and democratic engagement in Bhutan. By adapting to the ever-changing landscape while holding true to the core tenets of journalism, Bhutan’s print media has the potential to not only survive but thrive in the digital age.