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At the conference, experts shared how brands choose magazines as their media vehicle in the regional market

by exchange4media Staff Published - Mar 27, 2023 1:47 PM | 3 min read

At the Indian Magazine Congress 2023, industry leaders across the magazine and the media industry came to share insights on magazines and advertising. Following the panel discussions, the media experts discussed how magazines can participate in enhancing brand engagement with their communities. The list of panellists included Anita Nayyar, COO-Media, Branding & Communications, Patanjali Ayurveda Limited; Mohit Joshi, CEO at Havas Media Group India: Jean-Paul Reparon, Managing director, AgriMedia & BatavierenBende. The session was moderated by B Srinivasan, Managing Director, Vikatan Group.

Srinivasan opened the session by talking about how the magazine has always been quintessentially a storyteller and brands always valued storytelling. He further raised the question that how living in the digital arena, we can see magazines becoming a brand as they were used to be before. Answering the question, Anita said, Despite knowing that magazines have lost their sheen with time, we must look at the communities magazines have built over the years and the way brands have been engaging with those communities. Magazines need to reengineered and reinvent themselves to cater to the brand's demands in the current arena.

Furthermore, Mohit mentioned how traditional media contributed a major proportion to the brands ROIs in the earlier days when magazines played a decisive role in advertising. He said, Today brands are intensively concentrating more on getting the return from the investment instead of focusing on content, to build a brand. Previously brands were focusing on brand building using magazines, but now with fast-evolving and ever-growing market demands, brands try to get abundant returns in the given period, debunking the fundamentals of making a brand. With the changing time, agencies need to update their methods of engaging with the audience using the magazine as a medium.

However, Anita shared a little different view on Magazines and ROI; she shares that brand and magazines must cater to the audience demand in a given period to build sustainability in the market. By creating more personalised experiences and contextual targeting, a brand can expect returns in the available time.

Sharing more on how content is an essence of ROI and how magazines help in brand building, Jean said, If the content is not fabricated in a more engaging and informative manner then the brand will never be able to create a valuable impact on their audiences. In addition, Mohit said, When the magazine is bought for the content and the brand is integrated into it then it creates a tremendous impact on the audience. Recently, we are preparing content for Hyundai where they have signed five women cricketers and we are covering their issues targeting different magazines. Anita added and said, Patanjali is the largest FMCG brand today, we are a firm believer in print because of the credibility and audience engagement it has built and maintained over the years. We are resonating Ayurveda and reaching the right audience using the right media vehicle. Talking more in the discourse of the regional market, Anita mentioned that down the south due to high literacy levels and other regional market factors, people are more into reading, which signifies the high ROI for brands that penetrate well into the markets.

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