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Others B2B, niche publications likely to gain from Diagonal GlobalCom–BPA partnership

B2B, niche publications likely to gain from Diagonal GlobalCom–BPA partnership

Author | Anushree Madan Mohan | Friday, Dec 17,2004 7:06 AM

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B2B, niche publications likely to gain from Diagonal GlobalCom–BPA partnership

Diagonal GlobalCom – a media and facilitation consultancy firm is working towards enhancing and supporting BPA Worldwide’s services in India. Across the world, BPA has a reputation of conducting audits of unsurpassed accuracy via stringent and clinical procedures within the realm of media properties. For a smooth entry into India’s media mart, BPA is using the services of Diagonal GlobalCom – closely associated with publishers and other media, to help them leverage growth and profitability. The consultancy will assist in marketing BPA services in India through non-auditing customer services activities.

Says Santosh Goenka, Founder of Diagonal GlobalCom, “BPA Worldwide media audits provide high levels of transparency with appropriate disclosure of a media property's circulation or audience data in user-friendly formats. They provide critical detail and trend data that enhances media buying analysis and enables media owners to leverage the strengths of their properties in their sales efforts. We are helping them set up a similar audit in India which would keep a check on the circulation numbers of B2B and niche publications, and help them attain greater credibility amongst advertisers. A third party audit is necessary as far as media publications are concerned, and it lends more substance and credibility to the numbers that publishers provide.”

Goenka adds, “Currently the ad pie looks this way- 90 per cent of the ad revenue goes into dailies, while 10 per cent goes into magazines. Out of this 10 per cent dedicated to magazines, it’s barely a quarter that heads the way of most B2B and niche publications. An audit of the kind would enforce the publisher’s claim amongst media agencies and clients and bring in more money for this segment. Plus, if you look at the way B2B and niche publications function across the world, a single ad page could command as much as $ 12,000 on the higher side. On the other hand, the same publications in India function at $ 2,000 per advertising page. While today, these publications are content with what they get, they are losing out on so many counts if you examine and draw a parallel with the international market.”

Goenka sums it up, saying, “We look forward to further enhancing the world status of India’s media industry by increasing awareness of the critical role of branding, marketing and circulation auditing and BPA’s world-respected auditing standards.”

On its part, Diagonal GlobalCom is a media consultancy and facilitation enterprise assisting global media companies who wish to collaborate, align and invest in the fast-growing Indian media marketplace. Diagonal also works with companies in the education, IT, healthcare, entertainment and hospitality fields that wish to establish business in India.

As for BPO, across the world it serves 3,000 media properties—including more than 2,000 B2B publications, more than 600 consumer magazines and newspapers, more than 300 websites, plus events, email newsletters, database, wireless and other advertiser-supported media as well as more than 2,600 advertiser and agency members.

Discussing the new partnership, Glenn Hansen, president and CEO, BPA Worldwide, states, “Given the recent openness to foreign investment in India, we believe that there is a need to share information and training programmes with publishers who are either interested in investment or wish to improve their skills in an increasingly competitive marketplace. We are pleased to have Diagonal GlobalCom as a partner, and we are confident that their recognised expertise in India’s media and advertising communities will facilitate the adoption of global professional standards in this important market.”

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