Top Story

e4m_logo.png

Home >> Media – Print >> Article

IMC 2010: Of iPad opportunities and boosting print & online revenues using digital marketing

07-September-2010
Font Size   16
Share
IMC 2010: Of iPad opportunities and boosting print & online revenues using digital marketing

With all mediums facing the digital storm, it would be foolhardy not to join the bandwagon. And this applies to magazines too. As digital media experts Raul Suarez, Managing Director, Zinio International and Mahesh Murthy, Founder, Pinstorm and Managing Partner, Seedfund, stressed in their presentations as part of the ‘Digital Masterclass’ session, “Magazines won’t die, they’ll turn digital”. The Indian Magazine Congress is all about the print medium, however, a huge chunk of the discussions concerned the digital media.

Raul Suarez spoke extensively about the iPad and the opportunities that it offers for the publishing industry. According to him, in about three years’ time, there could be a revolution coming in with about 3.3 million iPads being sold in just three months of its launch. Suarez said that in general, applications were being paid for and 80 per cent paid apps were being downloaded by users. He further said, “The iPad tablet is pushing higher ad engagements than other mobile or online ad formats with ad interactions about six times longer as compared to desktops.” And with iPad being preferred for reading than browsing, there is a good opportunity for magazines.

Another important point that Suarez made in his presentation was that different devices had different levels of interaction and thus, “online is not a replica of print and mobile is not a replica of online. They all have their own traits”.

Mahesh Murthy, on the other hand, spoke of boosting print and online revenues using digital marketing. He made his presentation through a few points that stressed on the need for digital marketing. He started his presentation by saying “Magazines won’t die, they’ll turn digital.”

According to Murthy, digital reach in India was far greater than that of magazines, with the number of hours going up year on year. He also stated that the top 100 sites were far greater than magazines. Murthy made an excellent point when he said, “Today, the client spends more on print because that is what they use. Wait till the 25+ becomes clients and they will be using digital. Digital can no longer be an afterthought, and going forward, print will be looked as a mere teaser for digital content.” He added that the publishers would have to figure out their priorities.

Murthy pointed out that what worked in print did not work on digital, and magazines would have to be niche in a sense that they would have to give strong opinionated views. “Opinions are what will give the traction online,” he concluded.

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...