"Magazines need to get out of their comfort zone & have real time responses"

Magazines can leverage social media for their growth by co-creating the content along with the readers as it would drive a lot of conversations & engagements, say industry experts

e4m by Ankur Gaurav
Updated: Feb 27, 2014 7:54 AM
"Magazines need to get out of their comfort zone & have real time responses"

Print media is learning to navigate its way around social media, however, industry experts feel that when it comes to Indian magazines, they are still lagging behind in the usage of social media to enhance their reach and readership.

Rohit Saran, Editor-at-large, India Today Group pointed out, “Social media audience is not just quality conscious, but also time conscious.” To support this observation, Saran mentioned about India Today putting up the breaking news on Arvind Kejriwal being nominated as the Chief Minister of Delhi as a headline first. This was followed by the full news report which was uploaded 20 minutes later. The difference in the number of likes and hits received by the breaking news headline and the complete story shows that news without a story element doesn’t receive the same level of appreciation.

Saran also pointed out that product and marketing activities are towards convergence.

Speaking on the five myths about social media, Rajiv Dingra, CEO, WAT Consult informed that social media’s reach is not 51 million users, but has grown to 205 million. He further said that 44 per cent of the social media users constitute the older generation, housewives, working women and children. Therefore, just targetting the urban youth is no longer enough. “Social media will cater to 72 million of the rural population by the end of 2014,” Dingra added.

Sharing further insights on social media, Dingra noted that here is increasing use of vernacular language in social media and that an average daily consumption of three hours and 24 minutes on web-based channels cannot be overlooked.

Sharing his tips with leading magazine publishers and editors, Pratik Gupta, Director, New Business and Innovations, FoxyMoron said, “Magazines can leverage social media for their growth by co-creating the content along with the readers as it would drive a lot of conversations and engagements. Magazines need to get out of their comfort zone and have real time responses.”

The speakers shared their views at the eighth Indian Magazine Congress, organised in New Delhi by the Association of Indian Magazines. The two-day Congress was held on February 24 and 25.

 

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube