I have heard of Hara-kiri and did read extensively on these rituals of the Samurai tribe, but I can’t seem to figure why this is invading our city of Pune. Something is wrong, somewhere.
First, the news on HT and now a Pan-India Men’s Magazine; wonders will never cease will they?
The global magazine market has shrunk to the extent of resembling a gnarled fruit tree and most Indian magazines ( whatever is left of them) are struggling to stay afloat what with spiralling costs and a rapidly shrinking advertising pie and then comes along another.
I admire the investor’s guts. It takes quite some grit to launch and brave the storm, facing a new genre of readers who adapt to print, as oil would to water.
It is, of course, a different matter that the magazine in question has done well by hiring a warm friend who comes with an immense network of the city’s ‘who’s who’ thanks to her affable personality and of course, her long stint in the lifestyle magazine space.
Pity that her existing company didn’t think her consequential enough to be retained. With her, goes the little bonhomie and goodwill that remained for this “once iconic” brand.
Yes Yes, I know, the brand is above all this and most certainly above people, or so it is believed, in the hallowed corridor of the powers of the media world. But, allow me to do my job as an ardent media commentator.
I have grown up calling a spade, a spade and it’s virtually impossible now to change my deck of cards.
Now that the mandatory interval is done with, let me explain how at this point in time, the only good thing about such a genre is that the circulation numbers are rarely in question. I know of several magazines that are assumed to sell large numbers but seldom print over 3-5 thousand copies irrespective of which city they serve.
High-end glossies and lifestyle magazine success is perception based. If a 100 well-known people in the city read it often ( read refers to buy/get/glance ) the world will believe, it’s popular. And let’s face it. Who doesn’t like being seen beyond their own smartphone gallery? Yes, perception has an important role to play and the discerning magazines use it to sensible advantage.
Today, a handful of such magazines manage to survive because of this one reason; Truncated numbers work our profitable and survival is more feasible, as long as overheads are kept in check.
The rest that exist are stupas for their owners who want a media brand as part of their portfolio. It adds the dash and sex appeal after all….
The long and short of all this is that magazines are that segment of media that is highly perception led and the smart use this to their advantage. For the rest, its just a comfortable way of life. Stick on, as long as your salary hits the bank and when it’s time, move on to the next glossy…
Now, if you will excuse me, I must investigate this pink slip bit that I hear is being handed out at the offices of a media monolith of the country.
Apparently a move consequent to the centralisation of advertising operations and so on. Essentially a good way to brutally truncate a dedicated, low-profile, non-controversial workforce.
Ah yes, they’re not active on social media either, so may just end up being forgotten thanks to the so-called operational efficiencies that groups such produce at frequent intervals.
Pity though. But for now, my honest good wishes to the new magazine in town.
Being seen is more important than being circulated. This may sound caustic, but this is the reality. Use it to your advantage, or perish like most of the others. Numbers no longer help brands live on; there is more to it.
Make love to your brand but ensure the #paranoia remains. It is a cruel world but a fire can heal it….
There is no competition worth a mention, so go ahead and score that home run girl!
~~~
The views expressed in this column are the Authors. Images used for representation only.
Jd also consults in Consumer Neuroscience and Neuromarketing, both of which are integral to his brand interventions.
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