Top Story

e4m_logo.png

Home >> Media – Print >> Article

Every medium is a storage device of time: Santosh Desai

20-July-2012
Font Size   16
Every medium is a storage device of time: Santosh Desai

The Association of Indian Magazines (AIM) in partnership with exchange4media presented the AIM Engagement Survey to the industry stakeholders on July 18, 2012 in Delhi, as part of the three-city tour.

The presentation was mainly held for the media and advertising industry as well as for the clients to highlight the importance of investments on advertising in magazines and help them realise the importance of magazines as an important medium.

Every era tells a story; and today’s era is about digital, remarked Santosh Desai, Managing Director and CEO, Futurebrands, adding that the digital form was dazzling, powerful and sweeping in the number of variables. Today’s story is about things happening on the move and moving very fast. One needs to see how magazines sit in this fast-paced world.

The challenge today is that of attention deficiency as youngsters today have a short attention span. Desai noted that every medium is a storage device of time and has a different relationship with time. The new world is not just about speed, but to create room for ourselves in that speed.

Besides attention deficiency, there are other challenges that different mediums face. According to Desai, print is confined by price, while television is trapped by measurement. But magazines have the ability to escape both these traps. He said that today he could access as many as 40 magazines on his Android phone. Thus, he was reading more content today since he had greater access to the content.

Desai concluded by saying that in today’s changing world one must not only value time, but also value investing in ourselves and in developing ourselves on many more activities than in the past.
 

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India