Publications need to maintain their exclusivity, say experts

According to experts, the biggest challenge and key to good content is doing different & exclusive content. Churning out content is the need of the hour, but not at the cost of quality

e4m by Kanika Mehrotra
Updated: Feb 27, 2014 7:55 AM
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.

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