It's not a matter of small significance that the 41st issue (April 4-10, 2005) of 'Impact', the weekly newspaper on advertising, marketing and media from the exchange4media stable, coincides with the most significant annual event for India's advertising, marketing and media fraternity -- FICCI Frames 2005.
Convention has it that 40th anniversaries are celebrated with rubies, often associated with the colour red, and thereby, the universal feelings of love and passion. Well, both these qualities have been an intrinsic part of Impact's eventful -- rather impactful -- journey since June 28, 2004. They will continue to co-exist, albeit with a difference, under Impact's new Editor, Anant Rangaswami.
Rangaswami intends to increase "involvement" and "engagement" amongst readers of the weekly 'magloid' as he describes Impact! The '40 plus' issues of Impact will seek to break the rules (even those created by itself) in an attempt to get "up, close and personal" with discerning readers.
Rangaswami wants readers to have a "ball" while indulging in lighter moments and "softer nuances" of professional life. So, Impact will have new elements such as 'Impact Poll of the Week', 'Book Reviews' and 'Web Site Reviews' coupled with trivia. Watch out for the 'Page 3-isation' of Impact leading to the creation of a new breed of "corporate advertising, marketing and media party animals".
Yet, despite all the changes on the anvil, Impact will continue to analyse the ad-mad developments every week, filter the most significant and relevant news for its readers; provide fresh perspectives on key happenings; profile rising stars; record lessons of excellence; and play a devil's advocate for advertising, marketing and media personnel. The benchmarks were set by Impact's first Editor, Ritu Midha.
Here is a recap of some of the significant stories done by Impact in the past 40 editions: 'Dissecting television sales', issue 38; 'Hindi dailies on the fast track', issue 36); on creativity in advertising, there was 'Creative next', Issue 35); 'Hair care mania', issue 11); emerging media got a look-in through the feature 'Pre-paid ka zamaana hai', issue 12; 'The Mobile brand dialogue', issue 34; marketing fundas was analysed in 'The first mover advantage', issue 32; 'BTL marches ahead', issue 30); advertising hiccups ('Two brands…one hoarding', issue 6; 'Fishing in troubled water', issue 14); television ('No kidding', issue 31; 'Now is the time to get real on TV', issue 22; 'The Brand soap opera', issue 19); print ('Magazine advertising: New found optimism…'); 'Media companies valuations soar', issue 24; 'IPO opportunity', issue 8). The list is endless (700 plus pages of content) and it has been an eventful journey since the first issue that screamed 'The Future is premium'.
Rangaswami has a colourful background, spanning advertising, marketing and sales. He has traversed various roles ranging from advertising Account Executive to senior positions in airtime sales and event management with some of the top media houses in the country.
So, keep reading, every week.