The Association of Indian Magazines (AIM) has written to Minister of Information and Broadcasting Jaipal Reddy, drawing his attention to the need for a unified representation of the magazine industry.
In a letter to the ministry on January 21, 2005, Paresh Nath of Delhi Press Patra Prakashan and President, AIM, said, “We welcome the ministry’s decision to constitute a Rate Structure Committee under the Chairmanship of J.K. Puri. However, we would like to point out that the magazines should be considered separately and the formula finalised for the dailies should not be implemented on magazines suo moto.”
Stressing that the magazines are different from dailies and they need good representation, he stated in the letter, “Magazines are printed in colour and use better quality paper. They have additional costs of delivery to sellers and subscribers across the country. Also, their periodicity while limits the large number of ads, they promote and spread the message to wider section of people.”
Nath said, “We request you to inform the DAVP and the Chairman, Rate Structure Committee, to give a separate hearing to the magazine publishers so that the rate structure can also be made rational.”
Of the total ad spend of around Rs 11,000-12,000 crore, about Rs 5,000-6,000 crore goes to print media, added Nath
“Magazines only get around Rs 300 crore. We are reaching a very large number of readers, yet we have not been able to project ourselves well, which is the reason magazines have not been getting the desired attention,” he told exchange4media earlier.
Our typical marketing budget is usually 10 per cent of the topline spend
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