Home >> Media–Print >> Article

Conde Nast – leveraging its niche quotient

09-February-2011
Font Size   16
Conde Nast – leveraging its niche quotient

With three magazines – Vogue, GQ, Conde Nast Traveller – launched and established in the Indian market, Conde Nast Group is in an upbeat mode. The company, which is soon completing four years in India, may now launch a fourth magazine from its stable – Architectural Digest. Even as plans for this are being given shape, Oona Dhabhar, Marketing Director, Conde Nast India, speaks to exchange4media about the group’s strategy and future plans in India.

There are no industry numbers for measuring titles such as Vogue, GQ, Conde Nast Traveller. Apart from the Ernst & Young print run audit, what are your metrics of proving to advertisers how well you are doing?
This space has been un-audited and when we began, we realised there was significant over-claim in the market. Our first step was to get one common metric, and that was print run, as that precedes even readership and circulation. To give you numbers, we print 50,000 copies of Vogue, 30,000 copies of GQ and currently we are printing 20,000 copies of Conde Nast Traveller. We got ourselves audited and shared this data transparently, and after three years, the data for our magazine has become a benchmark for advertisers.

You have taken the mass marketing route of OOH for Vogue and GQ and then there are on-ground initiatives as well. What are the other aspects that comprise your marketing and advertising strategy for the existing brands?
For us, the job is to make sure that the brand is out there, that we build the right level of awareness and each and every issue that we put on the newsstands sells. There are two or three key marketing initiatives we do. One is the traditional outdoor, which far more visible. We do our signature events. For Vogue, we have ‘Fashion’s night out’, which is an event that we do in Delhi. For GQ, we have ‘The GQ Men of the Year Awards’ and for Conde Nast Traveller, we have the ‘Conde Nast Reader Award’. These events are also telecast on TV, which makes them bigger properties. We also invest significantly in PR for the brand. For every issue we create video content for TV, called Vogue Diary or GQ Diary, which captures the making of our covers. We also do relatively smaller marketing events, which are targeted at some of the influencers or people who would drive the ‘word of mouth’ for our brands.

Why don’t we see much of Conde Nast Traveller at the newsstands though?
The good news is that the first issue is a sell-out, hence it wasn’t on the newsstands. When we had initially planned we thought of bring out 15,000 copies. What we eventually printed were 25,000 copies and not a single copy is left at the newsstands. The second issue is almost a sell-out as well and the third issue has just hit the newsstands.

How is Traveller doing vis-à-vis its competitor in the market Lonely Planet? Do you think the magazine from the Worldwide Media Group enjoys an advantage as it entered the market earlier?
We believe that the two are quite different. The readers and consumers would agree. While both of them are travel magazines, Conde Nast Traveller clearly talks to the affluent, luxury inclined audience. The two magazines talk to different target audiences. Immense planning has gone into understanding who the TG for Conde Nast Traveller is and what they want. We follow a ‘FMCG’ launch model - people, who are interested in travel magazines, will also be very interested in our magazine. Also, Conde Nast Traveller as a magazine has been in existence for really long. India was the sixth CT, but the US and the UK editions have been there for a long time now. Compared to us, the Lonely Planet has been there in a market for a very short time.

Which are the other publications expected to be launched from Conde Nast in the near future?
We have the licence for Glamour, Allure, Architectural Digest, etc. But probably, the lead option we are considering right now is Architectural Digest.

You are also very high on the digital space...
...We are investing significantly in our digital divisions; we have three websites for each of our magazines now. And each of them is doing very well. I think the last number for Vogue was 125,000 unique visitors, 140,000 in GQ and growing. We already have the three magazines available on the iPad since October-November last year. We also launched the first of its kind GQ Blackberry application, which again is doing very well. Digital is going to be an important medium, with iPad or other such devices coming into play. I see the readers demanding more in terms of content, production quality and production value.
 

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS

Open Magazine has terminated the services of Karl Mistry, General Manager (West) and issued a show-cause notice to associate publisher Pankaj Jayaswal. Both of them featured in the Cobrapost sting.

The ‘Effortless Style Gets Sportier!’ campaign focusses on the evolution of the existing communication of the product- ‘Effortlessly Stylish’ and fortifies it with the addition of a new flavor – ‘spor...

For the launch of its latest range of Beard Care essentials, Bombay Shaving Company has collaborated with Jam8 studio, a brainchild of esteemed music producer, Pritam Chakraborty.