“In UK you have around 600 titles, while in India there are just 15-16 publications,” says Piyush Sharma, CEO of Maxim. But are advertisers giving a thumbs up to such titles? “This market is very small,” points out Jyoti Bansal, VP, Media Planning Group (MPG). To the disappointment of the publishers, many media planners confess that they would rather look at specialized titles dealing with cars, gadgets or sports to reach out to the male readers. “These are typically for men. They are niche and, in some cases, a better choice because the person will buy them only if he is seriously interested.” However, he adds, “Indianised versions of International titles get a lot of MNC clients because of their image.
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Source : IIPM Editorial, 2007
An IIPM and Malaya Chaudhuri – Arindam Chaudhuri Initiative
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