Article: Are more ads going to magazines?
At a time when magazines the worldover are seeing a decline in ad pages, India is experiencing an unprecedented magazine boom. Every month sees at least one new launch and there seems to be no dearth of ad pages in any one of them.
In this article from ‘The Brand Reporter’ industry professionals explain the growth in Magazine advertising in 2007.
Extracts from the article:
Maheshwer Peri, President & Publisher, Outlook:
In this age of fragmentation and enormous wastages, magazines are the only media which would deliver filtered, specific audiences in the most cost-effective way. I see magazines only growing from here on as more specialised products make their entry felt.
Jasmin Sohrabji, Managing Director, OMD India
Increasingly their (newspapers) inclusion in the media mix will reflect their absolute cost of entry in a media plan vis-à-vis their effectiveness. Magazines show a higher ad growth, albeit on a lower base.
Aman Nayar, Brand Manager, Navbharat Times
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.
Sidharth Banerji, 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.
Read the entire article here.