A penny saved is a penny earned But in media, A penny well spent is more than a penny saved

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A penny saved is a penny earnedBut in media,
A penny well spent is more than a penny saved
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The Magazine Challenges Today

• Dropping circulation and readerships across
  leading publications
• Niche publications unable to meet the regular
  number criteria
• Reducing ad pie across advertisers driving ROI
  and delivery measures harder

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The Hidden Opportunity
More Involved Engaged Readers
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Increasing chances of engagement
Source ImPRESS Lodestar UM Ad noting study
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Magazines can reach the highest spenders
TGI research supports Readership data in showing
that magazines are read most by hard-to-reach
consumers, such the young and affluent
Business mags
Gen int mags
UPMARKET?
Film mags
Lifestyle mags
Zee TV
Radio
Star Plus
OOH
YOUNG ?
Aaj Tak
DD National
Zee Cinema
Source TGI 2008
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Greater proportion of heavy magazine readers have
high incomes compared to heavy TV and radio
consumers
Heavy Users of Each Medium by Household Income

Avg MHI(INR)
Source IRS 09 R1
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Magazines continue to deliverQuality Individual
Brand Time
Targetable
Active Interactive
By Choice
Contextual
Affluent
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The uniqueness on offer

• Enable dialogue between a brand and its audience
  which is personal yet generic
• Leverage the 6th sense by recreating a brand
  experience extensions which leverage the
  synergies of both the advertiser as well as the
  medium

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Investing on EngagementIllustrating through our
experience
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Wide diversification is only required when
investors do not understand what they are
doing.Warren Buffett
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Enterprise Solutions From Microsoft A Case Study
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Campaign Construct
The Media Story
Response Generation
Result
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Identifying the appropriate Media Delivery
Mechanism

• Amplification without wastage
• Drive engagement to initiate action
• Sustain communication over a period of time given
  the high cost of IT deployment

News/ Business and IT Magazines deliver best to
the CXO target on these parameters
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The Media Usage
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Business India Strip Ad
Business Today (300x250)
Business India Back Cover
Business World (72x90)
Outlook Slug On Contents Page
An integrated offline/online approach to drive
engagement driven further through contextual
article placements custom publishing to drive
the message further
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Campaign Impact at a glance
End Action 1 1000
End Action 2 800
End Action 3 1200
Over 50,000 TA driven to the site Over 800 CXOs
initiated dialogue Over 1700 participated in a
virtual fair to learn more.
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Further driving a perception shift

• Post Campaign research among the key influencer
  CIO/CTOs showed the results of driving true
  engagement
• 74 inc MS as an Enterprise Class solution
  provider
• 95 inc MS as an end to end solution provider
• 34 inc MS as a Business Partner
• 20 inc MS as a Technology Leader

Source AT Kearney/Cross Tab Research amongst Top
Company CIO/CTO
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The new relationship Brand as a content partner
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Simple Content Association



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Visual Content Integration
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Customized Brand Message visualization with
Content
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Content Contribution
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Celebrity Content Partnership



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What this brings to the brand

• Makes the brand message come alive in a unique
  manner
• Engages the consumer in active interaction with
  the brand message
• Encourages action

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As Mae West said, "Too much of a good thing can
be wonderful".

• And as long as magazines can continue to drive
  engagement, the ROI they can deliver will be of
  great value to any brand