The power of magazines my perspective
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Transcript of The power of magazines my perspective
AIM Seminar – Power of the magazines
My personal experiences
11th July 2012, Bangalore
As a kid I thought my mom was the best story teller ~ I used to think she could write a book on
kid stories
Then one day my heart broke as I discovered they were all ‘stolen’ from
This is my earliest interaction with ‘magazine’ as a medium
I was really sad the day it became a smaller format and then finally disappeared (at least from our household)
I still fondly remember ‘Dhaboo ji’ – which was my introduction into comics
As I progressed in life, preferences changed
However these titles played a very important role in my overall development
over the years
Suddenly magazines were reduced to just numbers for me
Circulation Readership CPT/ CPM Affinity Time Spent Ad to edit ratio
When I joined the media industry…
And I hated that big time
Working on the L’Oreal business I actually understood the power of magazines…
When they entered the country, 50% of their budgets went behind these 3 titles
80% of that was behind the First Double Spread
Today the magazine market has matured a lot
And so has our way of evaluating them from a communication perspective
What the company says
What the consumer experiences
(Interactions & conversations)
What others say about the company
I talk WE talk THEY talk
TALK THINK TRUST
At MPG we look at communication using the TTT
TM Ideology
Magazines fortunately deliver in all there domains
This is what we use magazines in 85% of the cases
TALKRegular ads
Innovations
What the company says
THINK
Sampling – A great option which not many other mediums allow
What the consumer experiences
(Interactions & conversations)
Product LiteratureStain Removal Booklet in GHK
ExperientialScratch and Sniff
TRUST
What others say about the company
Strips in IT Woman Hair Removal Story
Hygiene prevents disease story in RD
Belly band and Holiday Hygiene story in Prevention
TRUST
What others say about the company
Advertorial in Maxim linked with male focused Sport
TRUST
What others say about the company
Finally – I think Magazines allow us to advertise ourselves
I would want my Drawing Room to have Rather than
… and definitely definitely not a Debonair
Thank you!