Top Story

e4m_logo.png

Home >> Media – Print >> Article

Publications need to maintain their exclusivity, say experts

27-February-2014
Font Size   16
Publications need to maintain their exclusivity, say experts

There is growing pressure to produce quality content in the era of information upload. Thus, discussion on the relevance, quality and quantity of content has become the need of the hour.

According to Anant Nath, Editor, Caravan & Director, Delhi Press, “The biggest issue faced by magazine publishers today is the pressure on publications to create content quickly, as most media houses are forced to increase their content.” Citing an example of this, he stated that newspapers, which earlier used to publish only one edition, are now pressurised to work 24x7.

Nath pointed out, “The fact is that Twitter and Facebook users are churning out content. A tweet or Facebook post would be picked from the primary source of content. This has led magazine and newspaper journalists to churn out content in very short time.”

Focussing on the exclusivity of content, DN Mukherjee, Editor, Fortune India remarked, “The biggest challenge and key to good content is doing different and exclusive content. The problem is that when magazines and newspapers write about everything, they fail to create a niche. The key is to make the publication focus on specific topics.” He shared how Fortune India decided to write only about big business houses, instead of writing about the economy, the market and other aspects that business magazines usually cover.

“This has helped create a niche for the publication,” he said, adding, “A publication will be known more for what they don’t write than what they write. Publications need to maintain their exclusivity.”

Meanwhile, Prasanto K Roy, Editorial Advisor, Cybermedia said that content can be found even in unexpected places. He cited the example of magazines that put job vacancy ads in the back pages. These pages contain content that are of great value, especially to young readers and hence, they have acted as content sellers.

According to Fiona McIntosh, Editor, Grazia, content is getting globalised.

The speakers shared their views during a panel discussion on churning out content in the era of social media at the eighth Indian Magazine Congress. The session was moderated by Tanya Chaitanya, Editor, Femina. The two-day Congress was organised by the Association of Indian Magazines in New Delhi on February 24 and 25.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India