Senator Sarmad Ali has said that while Pakistan possesses the attributes of a strong product, it has yet to translate those strengths into an equally compelling global brand.
Speaking on The Attention Economy Podcast, hosted by Hussain Ali Talib and Khayyam Siddiqi, the Pakistan Peoples Party lawmaker and the All Pakistan Newspapers Society president emphasised the importance of authenticity in shaping national narratives.
“Pakistan is a great product, but we have not been able to convert it into a brand,” he said, adding that credible storytelling must be grounded in truth. “The best narrative is the truth.” Ali said he believes that there are two Pakistans: one that you see from the eyes of the Western media, and the other that you experience. “But that is now changing.”
Discussing the evolving media landscape, he rejected the notion that print media is in a decline. He stressed that newspapers must continuously innovate to stay relevant in an increasingly competitive information ecosystem.
“There was a time when newspapers had the full attention of their consumer: the reader. Today that attention is divided between television, digital platforms, social media and emerging technologies. Our share of audience attention has reduced, but adaptation is essential.”
He highlighted a significant shift in audience behaviour, particularly among younger consumers, who are more content-driven and seek depth, context and perspective. He cautioned that media organisations risk losing relevance if they fail to align their content strategies with evolving audience expectations.
He also pointed to mounting structural challenges facing the industry, including declining revenues and changing advertising dynamics, which are compelling media organisations to rethink traditional business models. Offering advice to aspiring professionals, he underscored the value of perseverance and hard work. “There is no shortcut to success.”
The discussion reflects a broader transformation within Pakistan’s media landscape, from traditional print dominance to a fragmented multi media environment, where credibility, trust and relevance are emerging as the key drivers of audience engagement.
