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No slowing down any more – Pallavi Goorha Kashyup

01-January-2010
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No slowing down any more – Pallavi Goorha Kashyup

It has been a tough year for the advertising and media industry in 2009, still in the grip of slowdown. My wish is that this slowdown period is over in 2010 and ad budgets are revised soon. Of course, salary cuts should also be revised and more jobs created.

As a reporter, I have encountered quite a few instances where some of my sources have let me down by giving me misleading information. I wish my sources are more trustworthy and reliable this year as it is extremely imperative that the news that we carry has no scope for ambiguity and incorrect facts. I wish my sources also realise the importance of this fact as much as we journalists do.

I also wish that we can do reports that also focus on the right kind of criticism when there is something that rankles without the apprehension of ruffling some feathers.

On another note, I really wish I can get to see how creative and media pitches take place in clients’ offices, what goes on behind the scene. I have done numerous reports on such pitches, but would really like to see what actually happens. It would be even better to be able to see the entire flow of thought process.

I also wish I could get to tag along with an ad agency in the course of my reporting to see and experience how the entire ad process works first hand. I would love to be associated with the creative team.

Since I also cover the outdoor sector, I wish to see the formation of an organised body to address the various issues facing the outdoor sector. I wish to see newer and world standard innovations in the outdoor media.

I look forward to doing more insightful research-based reports. I want to see exchange4media growing from strength to strength. I look forward to a more exciting year. I wish all our readers an eventful year ahead.

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