‘Outdoor Advertising’ magazine, previously ‘Outdoor Today’, stated to be India’s only magazine for the OOH advertising community, is changing its format and frequency to address industry requirements better. From the April issue onwards, the magazine, which started off as a quarterly in 2002 before changing over to a bi-monthly format in 2004, will be published every month.
Vasant Jante, Publisher, ‘Outdoor Advertising’, said, “The magazine was launched as an information and communication platform for the OOH community in the region. Since then, the medium itself has made rapid advances in terms of technologies, practices and innovations. The dynamics of the medium have also changed considerably with the entry of multinational specialists and large media houses from India. I believe that these are exciting times for the medium and the industry and that the pace of change will only accelerate over the medium term. It was therefore essential that the periodicity of the publication increased to stay abreast of the change.”
Another change that is being implemented along with the periodicity is in the format of the magazine.
Explained Jante, “Based on feedback from readers, we have also decided to re-size the magazine to a more wieldy dimension. The general comment from the market was that the magazine’s above-average proportions made it a bit difficult to handle, especially when it came to carrying it along. The new format has been redesigned to enhance reader comfort and to enable ease of portability.”
He further said, “We are changing the feel and look of the magazine. We are working on a few new sections, but it’s too early to disclose that.”
Regarding the price he said, “There is no change in the price of the magazine. It’s only sold on subscription as it caters to a niche audience.”
The magazine concepts also extend to on-the ground events in the form of POP Asia and OAC (Outdoor Advertising Convention) under the banner of Thoughtshows & Events Pvt Ltd.