No wonder English-language newspapers in India are doing better than print titles in other markets.
One daily in India is using power cuts as a selling point for print advertising. The Hindu newspaper points out -- in a print ad -- that frequent power outages last as long as 12 or 14 hours in big Indian cities. That means people can't watch media such as TV, but they can still read newspapers.
The ad uses real headlines, presumably from The Hindu, about massive power cuts and shortages in the paper's South India coverage area. "In Tamil Nadu, the Chief Minister has power, the people don't," according to one story.
"Power cuts shouldn't plunge your campaign into darkness," The Hindu tells prospective advertisers. "This season, talk to your consumers through print."