Most reputed magazines are omni-channel content powerhouses: Manoj Sharma
Manoj Sharma, Chief Executive Officer, India Today, is confident of not only the sustained survival of the magazine industry but also its success. At the upcoming Indian Magazine Congress 2024, to be held in Mumbai on May 3 at Taj Santa Cruz, Sharma will be part of an industry panel, “The shift from media planning to audience solutions: How can magazines make themselves relevant in the evolving paradigm?” For Sharma, there are no shades of grey, and it’s all black and white when it comes to the coruscating colours and content that magazines offer. “Stop thinking of a magazine as a print/periodic-only product; most reputed magazines are already established as an omni-channel content powerhouse with capabilities to deliver reach, engagement and advocacy in a much better fashion.” According to him, magazines are the most conducive and credible platform for native/branded content as magazine content teams (whether in print or digital formats) are attuned to an in-depth and well-researched form of content publishing – creating unparalleled engagement and eliminating the trust deficit factor in readers. “Besides, you don't have to pay huge for a spillover audience – a magazine buyer is a serious, dedicated and apt demographic who pays the most premium price for the content.” And while much is made of an increasingly digitized environment and the age of AI technology, and the so-called demise of more traditional media sources, Sharma points out that magazines, across the globe, have sustained and adapted to the changing trends of new tech. “Right from TV in the early 2000s to digital in 2012 onwards, In my opinion, the advent of new technology will only compliment magazines in the longer run for the benefit of both reader as well as advertiser.” That’s because, according to Sharma, it’s all about community building and forming habits. “The current magazine formats starting with print, digital edition, website (PPP or subscription model), social handles of the magazine and weekly newsletters etc… they all collectively ensure a touchpoint with the consumer 24X7. This of course comes with a clause that the magazine does not lose its essence on the content front and continue delivering meaningful and analysis driven content which consumers expect from the magazine publishers.” “Imagine a hyper personalized magazine being delivered to you with a content mix pre-empted and customized as per the reader’s need for that particular month or week or a day as well,” he adds. Sharma is also keenly looking forward to the IMC sessions around the branded content space and new IPs, “Since these two will be the growth propellers for Media platforms especially magazines. While branded content and its increasing penetration across categories of advertising is a testament that content is king, the OTT as mechanics to proliferate the magazine impact will be an interesting space to watch out.”
Tags : Print Magazine Industry Indian Magazine Congress Print Manoj Sharma