Home >> media-print >> Article

Magazines are more focused with less disruption: Rajiv Dubey, GM, Dabur India

18-January-2018
Font Size   16
Magazines are more focused with less disruption: Rajiv Dubey, GM, Dabur India

At the 11th Indian Magazine Congress in New Delhi, Rajiv Dubey, General Manager, Dabur India delivered a keynote address on, how magazines can be a great product in the digital media, in a space where everyone is busy breaking news stories. Dubey emphasized on the exponential growth of social media which is there for all of us to see and how today’s youth is more engaged on digital media and WhatsApp is one of the examples. 
He said that the face of the media industry has completely changed where today, everyone, is in a race to break the news.Focusing on the importance of content he asserted, “In the print world, the struggle is not for the content, the struggle is for the medium in which it is presented on. The content is very powerful, but the medium in which it is presented and sold is changing and one has to be very careful about it."
“Content give us thought, it enhances the knowledge, it takes time to read but it makes our understanding deeper and the brands which works beautifully in this kind of environment are the brands which stays longer," he continued. He also opened up on how there has been always a question on does the millennial prefer reading the newspaper and especially magazine? "The positive thing which has come out is, millennial do read magazines. It offers more focused content and less disruption and derives sincere involvement through which readers get impacted," he contended.
“The kind of dilemma we feel for one of our brand Dabur Chyawanprash is similar to what print industry might be facing and I believe the problem is relevance. The generation before me knew chyawanprash is a good product for health, but when we ask kids of today’s to eat, they don’t easily accept," said Dubey.

Elaborating on the importance of good content, he said, "If content is king then magazines are fine dining, high-quality content is always in demand, no matter what happens. If one can create a good- quality content in a long-way then, only one thing is left, how you monetize it?" 
Dubey explained that the most far-reaching point for any product is to build relevance. "You have to engage with audience in whichever way to build communities for magazines," he said. Citing an example he said that magazines are not available on Amazon and as creators we should look at this factor where online facilities are also available to stay relevant in the long term. "If we don’t get new consumer then, how the future of the magazine will grow? We have to update and innovate ourselves to be relevant in the real time," he pointed out.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space