In a Panel discussion titled, ‘How magazines have driven our Brand and how they have adapted and continue to connect with consumers’, the panellists G.R Ananthapadmanabhan, Joint Managing Director, GRT Group, S. Ramesh Pothy - Managing Director, Pothy Group, C.K Kumaravel, Co-founder, Naturals Beauty Salon India, K.S Rao, Head Investor Education & Distribution Development, Birla Sunlife Asset Management, moderated by B Srinivasan Managing Director Vikatan Group, shed light on why advertisers use and believe in magazines as a medium to reach out to their audiences.
The panellists some of their own experiences and shared some of the reasons that they support magazines. These included –
• Viable cost - An advertiser pays a single time for the multiple times of exposure to his audience by using magazines as a medium
• It is a medium that people read at leisure
• The possibility of getting across a detailed message is a big advantage as viewed by advertisers, which is not possible in other mediums
• Trust levels of an ad viewed in a magazine are high
How do we get advertisers to increase spends on magazines? Who better to answer this question than the decision makers themselves? Some of the points shared by the panellists to this effect were:
While sampling maybe be one way forward for magazines, all the advertisers on the panel believed content reigned superior as the king and the most important reason for them to invest in magazines.
‘Innovate or perish’ is what advertisers urged the magazine owners, this could be done by making the medium more interactive, leveraging technology like augmented reality.
Appeal to the millennial in order to increase the readership. For this magazines have to balance their content between keeping the old readers and attracting new readers, striking the delicate balance between both.
Call to action in magazines needs to be stronger