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Planning for high-ticket items and services? Get better ROI with magazines

17-June-2002
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Planning for high-ticket items and services? Get better ROI with magazines

Press plan for North India? OK.

TOI & HT for Delhi. Tribune and Punjab Kesari for HPC. Jagran and Ujala for UP. Bhaskar and xyz for …. !

The plan is quickly churned out by equating a geographical region with two or three leading newspaper titles. And as these big newspaper titles guzzle the press budget, there is little left for magazines, especially 'niche magazines'.

But why should you and your client bother about Magazines? Simply because, NRS data reveals that magazine readers, and niche magazines in particular, have the highest affluence levels! Given the drive to improve ROI of media investments, they make worthy candidates for your press plans.

Before we build a case for magazines, lets look at the macro picture. A look at the Chart 1 will show that magazines are indeed low on priority. Only about 16% of all press spends goes into magazines advertising.

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