Top Story

e4m_logo.png

Home >> Media – Print >> Article

IMC 2010: Leveraging the growth drivers of custom publishing

07-September-2010
Font Size   16
Share
IMC 2010: Leveraging the growth drivers of custom publishing

Custom publishing has been there long and still attracts more and more players. A panel comprising Akila Urankar, President, Business Standard; Pradeep Gupta Managing Director, CyberMedia; Prakash Johari, CEO, Maxposure Media and Xavier Collaco, President, Media Transasia discussed more on how to drive this segment of magazines further towards growth at the sixth Indian Magazine Congress, organised by the Association of Indian Magazines (AIM) in Mumbai on September 6-7, 2010. Mitrajit Bhattacharya, President & Publisher, Chitralekha Group, was the session moderator.

Bhattacharya commenced the session by explaining what ‘custom publishing’ meant, following which Urankar took the podium to continue further. Urankar pointed out that custom publishing was targeted more towards end consumers and building a relationship with the customers. She added, “One of the key challenges today is to make marketers see custom publishing as a marketing tool. Custom publishing forms only a small percentage and works on customised content projects, and the upscale of this segment will happen only when companies start paying the premium.”

According to Collaco, “The largest driver of growth is because this is virgin territory. In some other countries, there is an 18 per cent spend on custom publishing, while in India it is just 0.2 per cent, which means there is so much scope here.” He further said, “Content monetisation should be the first driver.”

Johari pointed out, “Most in custom publishing have started off with in-flight publishing, and although that is a way forward, the key to success is knowing the position from within.” He further said that technology was an important aspect in this field. “You need to see how forward looking you are to technology for better results in this field,” he added.

Gupta compared custom publishing to corporate communication and said, “Custom publishing is something like corporate communication or public relations, but is essentially rich content based communication.” He further said, “This is a business that is least sensitive to recession.”

Speaking on the business models, Bhattacharya remarked, “There are various business models which are paid for, and everything works in between.”

The panelists concluded the session by coming to an agreement that in the custom publishing field, domain knowledge was extremely critical, which also made the resources very important and that “resources need to be put behind it like it is one of your own magazines”.

Tags

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...