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!