Leverage digital touch points: CVL Srinivas to magazines
Starcom MediaVest’s Chairman lists steps that magazines can take to remain relevant and not get swapped by digital
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.
The magazines are an engaging medium and consumed when one is alone. For CVL Srinivas, Chairman, Starcom MediaVest Group India, and MD, LiquidThread APAC, magazine is something which he picks up when he needs to fill time, especially when he is travelling.
Now, the changing media landscape is posing loads of challenges for magazines, especially the challenge from digital. Magazines need to take urgent steps to remain relevant and not get swapped by digital.
Throwing light on how much inroads digital has made into the media and advertising landscape, Srinivas said that digital ad spends had already overtaken spends on OOH, radio and cinema. “Whenever we sit with clients, when we discuss campaigns and ideas, 70 per cent of the discussions are about digital today. All the young media planners and media buyers weave digital into the campaigns that they are planning.”
On the other hand, magazines build engagement and also build brands. Srinivas listed some steps that magazines can take do to remain relevant in a digital age. There are:
• Magazines in India need to be lot more active in leveraging digital touch points
• Research needs to be more relevant and in keeping with the times
• Create a dashboard of the research findings that sits on the desks of every media planner and buyer
• Magazines should follow shorter format and stories need to be short and crisp. Also link up the content on the digital platforms
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