Bangalore-based VJ Media Works, publisher of ‘Point-of-Purchase’ (formerly ‘POP Today’), ‘Outdoor Advertising’ (formerly ‘Outdoor Today’), and ‘Visual Merchandising & Retail Design’ (VM & RD), has set itself up for slow and steady growth in the niche categories it addresses.
The team would expand to 25 people (from the present 17) by the end of 2006, said its spokesperson, and expressed confidence that two of the three magazines (‘Point-of-Purchase’ and ‘Outdoor Advertising’) would establish themselves as monthlies. While this transition from bi-monthly to monthly could take a year or more, the potential for growth in numbers was maximum for ‘Point-of-Purchase’, said Vasant Jante, CEO, VJ Media Works.
Speaking to exchange4media, Jante said, “VM&RD has elicited a very good response from the market. It is only eight months old, and after completing a year we will be able to tell exactly where we’re headed with that. ‘Point-of-Purchase’has matured to a circulation of 15,000 copies, and there is a possibility of growing that number now because it addresses brand managers, marketing professionals, advertising agencies, retailers, and several other segments.”
‘Outdoor Advertising’ is the name with which ‘Outdoor Today’ was re-launched around nine months ago. While the concept of the magazine was unique in Asia, according to Jante, he was quick to add that there existed a challenge in providing the reader with compelling and exciting content. The magazine has been around since 2002, and was originally launched as a quarterly.
“The reader is always looking for something new in ‘Outdoor Advertising’. Content is always a challenge. Outdoor as a medium is growing, but not much by way of innovation happens too frequently in India. About 40-50 per cent of the total content would be international in each issue of ‘Outdoor Advertising’,” explained Jante.
10 per cent of the total circulation of ‘Outdoor Advertising’ comes from international markets –including Sri Lanka, the Middle East, Nepal, Bangladesh, and Pakistan. While there exists an overlap of readers across the publications (given the proximity of the three domains), there is not much overlap in content, the spokesperson maintained.
Mumbai, Bangalore and Delhi contribute around 80 per cent to the revenues of VJ Media Works, and not much change is foreseen in that share. The group also extends itself to on-ground events in the form of POP Asia and OAC (Outdoor Advertising Convention), under the banner of Thoughtshows & Events Pvt Ltd. It is currently gearing up for the OAC 2006 in Mumbai.