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IMC 2009: Surround the consumer with different brand contact points: Declan Moore

07-November-2009
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IMC 2009: Surround the consumer with different brand contact points: Declan Moore

Declan Moore, Senior Vice President – International, National Geographic Global Media, pepped up the proceedings on Day two of the Indian magazine Congress (IMC) 2009 when he came on the dais to present the numerous alternate revenue models available for magazine publishers. He peppered his presentation with scores of examples of technological and content innovations done by magazines the world over. In his presentation, Moore touched upon all mediums like TV, online, mobile and print ventures of National Geographic.

The two-day IMC 2009 was held in Delhi on November 5-6. Worldwide Media was the presenting sponsor, while Chitralekha and Cannon were the associate sponsors. exchange4media Group (exchange4media.com, impact and Pitch) was the media partner.

Commencing his presentation, Moore explained the motto of the National Geographic Group and said, “The motto is to inspire people to care about the planet. Through our content we help readers to learn about the world.”

He further said that consumers today wanted free content that was accessible on all platforms. Hence, National Geographic was also available on different platforms. “There are 12 segments of our magazines and the evergreen content is the life of our magazines. The international growth of the National Geographic channel has been phenomenal. The channel reaches 315 million homes in165 countries and is available in 34 languages.”

On the digital medium, National Geographic was present via games, which were not kid-centric alone, but also targeted the 45+ males and families too. Another opportunity being tapped is e-publishing and mobile offering via WAP services, content licencing, apps and games and online store.

National Geographic has built up a huge database of archival material over the years, which is now being tapped for revenues by means of special edition DVDs and HDDs available for sale.

“The intention is to surround the consumer with several different brand contact points,” Moore said.

He rounded up his presentation with quite a few points to ponder for the magazine publisher, “Explore vertical line extensions. Explore new media platforms and partnerships. Experiment with digital media. Evaluate international potential.”

In conclusion he said, “Don’t underestimate what consumers may be willing to pay to interact with your brand.”

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