Top Story

e4m_logo.png

Home >> Media – Print >> Article

I want to be careful about ‘engagement’: Shashi Sinha

11-July-2012
Font Size   16
Share
I want to be careful about ‘engagement’: Shashi Sinha

“I am a great believer of the print medium and magazines, but I want to caution you guys,” was the opening line of the presentation by Shashi Sinha, CEO, Lodestar UM, at the presentation of the AIM Engagement Survey on July 9, 2012 in Mumbai.

The presentation was primarily 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.

Stressing on the importance of the word ‘engagement’, Sinha remarked, “Though it’s a great endeavour, I want to be careful about the word ‘engagement’. All of us have varied engagement stories and it could very well mean various things to various people. Engagement could be considered content integration as well. But that’s not our purpose. The bread and butter of any magazine is advertising primarily.”

Elaborating on the same, Sinha explained how it is important to quantify numbers. A comparative analysis between two mediums such as newspapers and magazines in terms of ratio would help the media planners understand the importance of magazines in a much better manner. It is crucial to know how to present the numbers when one talks to the clients and media planners. It is not about engagement alone, since engagement could be of different things. “We should be more focussed on delivering numbers and connecting with people,” Sinha maintained.

He further said that sometimes the number of advertisements is varied in the magazines, but the crux of the matter is that there is a build-up of brand connect through this. Not only the qualitative aspect, but the quantitative analysis is also very important. There is a huge opportunity and a strong quantitative factor would help build a strong rationale for magazines.

Commenting on the importance of quantitative analysis, Tarun Rai, CEO, WWM, stated, “We aren’t shying away from measurement, but actually trying to obtain a representative sample which covers and captures the target readership. Multiplication factor comes from the recall engagement. Since you are giving undivided attention to the magazine the chances are that the communication Is better. We should work towards a currency which we can then use with media planners to say that this is what we believe in a quantitative way.”

Sinha concluded by saying that there is a lot of juice in advertising and this should be seen as a holistic form. “One needs to be aggressive in measurement and the numbers would certainly work for us,” he added.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...