Home >> Advertising >> Article

Creativity in magazine ads has deteriorated, feels Sam Balsara

16-January-2018
Font Size   16
Creativity in magazine ads has deteriorated, feels Sam Balsara

At the Magzimise awards held on Monday at the India Habitat Centre in Delhi, advertising experts across creative and media categories were awarded for their excellence in the professional sphere.
Sam Balsara, Founder, Chairman and Managing Director of Madison World and Madison Communication, delivering the inaugural speech, spoke about how advertisers constantly look for acknowledgement through their work. Being one of the jury members at Magzimise, Balsara also spoke about the entries this year and shared his experiences from the advertising world when magazine ads were considered to be the biggest thing.
"Talking about the entries this year, I think those were decent, good entries.When I first joined advertising, a director's delight knew no bounds if the account execute promised a double spread ad in Stardust or India Today and the amount of effort that would go into creating the double spread ad would be phenomenal, almost turning an agency turn upside down in the process," he said.
Sadly, things have changed since. Focusing on how, today, the importance of magazines has come to a downside, Balsara spoke about how the radio industry would have faced the same problem had it not emerged to be a player of the long race despite the fact that television has always tried to rule traditional media.
"There are too many radio creative experts in agencies and also radio, let's say in a creative agency, is not given the due importance that television is. So the radio guys came up with a brilliant idea- they went to their clients and they went to agencies to give them the ideas, promising to produce radio commercials," Balsara added.

One thing that ails the magazine industry is also dearth of quality ads as creativity is at an all time low, feels Balsara. He feels that a lot can still be done to turn the tide. "I think the quality of magazine advertising has come down as compared to the '70s and '80s, which was far better than what it is today. Even today there are several capable people who can create strong magazine advertising, but it’s just that they are wasted in ad agencies or their creative capabilities don’t get to bloom fully."

Balsara pointed out that advertisers want their work to be celebrated. "Advertisers have a weakness for awards. They want their pictures to be splashed, they want their awards to be known and want their campaigns to be splashed. So as an advertiser, I would urge the magazine publishers to write and cover news about the winners to appreciate their work," said Balsara.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on