President & Publisher, Outlook
When magazines get more advertising than the other media,
it means the market is maturing. In this age of fragmentation
and enormous wastages, magazines are the only media which
would deliver filtered, specific audiences in the most cost-effective
magazines only growing from here on as more specialised products
make their entry felt. I think that big campaigns getting
lost - or not getting noticed - despite spending a lot of
money has contributed to this. The mass media has got fragmented
in the last few years and ad campaigns with limited budgets
which cannot afford to take all vehicles of a particular media
have become wiser. I would believe that in the future with
enterprise in India at its peak and in sizes small and medium,
magazines would benefit the most.
Managing Director, OMD India
What goes into a communication channels’ mix is a function
of effectiveness and outlay. Individually, each medium will
score on its ability to influence consumers as well as on
cost-effectiveness (or the ability to influence them at
a competitive cost).
that, what goes into a plan is driven also by the budget available.
It is definitely not the end of the road for newspapers, but
increasingly their inclusion in the media mix will reflect their
absolute cost of entry in a media plan vis-ŕ-vis their effectiveness.
It is as simple as ‘I may want it, but I may just not be able
to afford it’. Magazines show a higher ad growth, albeit on
a lower base. And if effective for a communication task, their
outlay is rarely the entry barrier.
Brand Manager, Navbharat Times
What one sees in India is a temporary blimp. While magazines
are growing at a faster rate,the size of newspaper advertising
is more than 10 times that of magazine advertising. Globally,
magazine advertising is powered by niche magazines. Newspapers
abroad have relied
on classifieds which have been hit due to the internet. Unlike
in the west, newspapers in India are not reliant on classifieds
for revenues. In display advertising, where both media compete,
newspapers have a headstart. A large number of launches have
happened in the magazine category. That, and not any change
in advertiser preferences, has resulted in this temporary spike.
In fact, the growth figures of 2006 over 2005 showed newspapers
growing at 23 per cent vis a vis 12 per cent for magazines.
Managing Director, Kyndal India
Magazines are preferred to newspapers because of many reasons.
The primary reason is the pictorial outlook of the magazines
compared to newspapers. Reproduction quality of magazines
is far superior to that of newspaper in terms of colour, which
not only adds lustre to the image
but also makes it graphically more virtual and vivid. The quality
of the paper is seamless that extends the shelf life of the
images. The process of ageing as far as magazines is concerned
is more static compared to that of newspapers where the ageing
happens rather dynamically and the papers get dilapidated easily.
Take Kyndal. It has always banked upon magazines as an essential
medium for advertising its luxurious spirits, especially the
iconic Absolut vodka.