Every medium is a storage device of time: Santosh Desai

Futurebrands' MD & CEO says that every era tells a story; and today’s story is about digital. One needs to see how magazines sit in this era

e4m by Surbhi Bhasin
Updated: Jul 20, 2012 7:26 PM  | 2 min read
Every medium is a storage device of time: Santosh Desai

The Association of Indian Magazines (AIM) in partnership with exchange4media presented the AIM Engagement Survey to the industry stakeholders on July 18, 2012 in Delhi, as part of the three-city tour.

The presentation was mainly held for the media and advertising industry as well as for the clients to highlight the importance of investments on advertising in magazines and help them realise the importance of magazines as an important medium.

Every era tells a story; and today’s era is about digital, remarked Santosh Desai, Managing Director and CEO, Futurebrands, adding that the digital form was dazzling, powerful and sweeping in the number of variables. Today’s story is about things happening on the move and moving very fast. One needs to see how magazines sit in this fast-paced world.

The challenge today is that of attention deficiency as youngsters today have a short attention span. Desai noted that every medium is a storage device of time and has a different relationship with time. The new world is not just about speed, but to create room for ourselves in that speed.

Besides attention deficiency, there are other challenges that different mediums face. According to Desai, print is confined by price, while television is trapped by measurement. But magazines have the ability to escape both these traps. He said that today he could access as many as 40 magazines on his Android phone. Thus, he was reading more content today since he had greater access to the content.

Desai concluded by saying that in today’s changing world one must not only value time, but also value investing in ourselves and in developing ourselves on many more activities than in the past.

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