Top Story

e4m_logo.png

Home >> Media – Print >> Article

IMC 2010: Leveraging the growth drivers of custom publishing

07-September-2010
Font Size   16
IMC 2010: Leveraging the growth drivers of custom publishing

Custom publishing has been there long and still attracts more and more players. A panel comprising Akila Urankar, President, Business Standard; Pradeep Gupta Managing Director, CyberMedia; Prakash Johari, CEO, Maxposure Media and Xavier Collaco, President, Media Transasia discussed more on how to drive this segment of magazines further towards growth at the sixth Indian Magazine Congress, organised by the Association of Indian Magazines (AIM) in Mumbai on September 6-7, 2010. Mitrajit Bhattacharya, President & Publisher, Chitralekha Group, was the session moderator.

Bhattacharya commenced the session by explaining what ‘custom publishing’ meant, following which Urankar took the podium to continue further. Urankar pointed out that custom publishing was targeted more towards end consumers and building a relationship with the customers. She added, “One of the key challenges today is to make marketers see custom publishing as a marketing tool. Custom publishing forms only a small percentage and works on customised content projects, and the upscale of this segment will happen only when companies start paying the premium.”

According to Collaco, “The largest driver of growth is because this is virgin territory. In some other countries, there is an 18 per cent spend on custom publishing, while in India it is just 0.2 per cent, which means there is so much scope here.” He further said, “Content monetisation should be the first driver.”

Johari pointed out, “Most in custom publishing have started off with in-flight publishing, and although that is a way forward, the key to success is knowing the position from within.” He further said that technology was an important aspect in this field. “You need to see how forward looking you are to technology for better results in this field,” he added.

Gupta compared custom publishing to corporate communication and said, “Custom publishing is something like corporate communication or public relations, but is essentially rich content based communication.” He further said, “This is a business that is least sensitive to recession.”

Speaking on the business models, Bhattacharya remarked, “There are various business models which are paid for, and everything works in between.”

The panelists concluded the session by coming to an agreement that in the custom publishing field, domain knowledge was extremely critical, which also made the resources very important and that “resources need to be put behind it like it is one of your own magazines”.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular