Category: DEAR MxM

By Jaisurya Das

Good Day, Ladies & Gentleman.Welcome to Dear MxM.

It’s the time of the year when The Vighnaharta is brought home with ceremonial splendour. I wonder if it’s the Ukadichi Modak, the Powerful Resonance of the Arati or just the bonding this festival creates, that makes it go beyond the divisive boundaries of Religion, Caste and Creed!?

Ganapati Bappa Morya, Bappa Morya!

Okay, now it’s time for the Q&As.

Your Questions & Our Answers, Because We Care!

Sir, I am sure you must be receiving several questions every week? How many questions do you receive? And what makes you select the questions you respond to?

Ah ha… This is classified information you are seeking my friend!!!!! Nevertheless, transparency runs in our blood stream and hence here are your Answers:

a. Yes, we certainly receive quite a few questions through the week, though more the merrier.

Some weeks more than the other, typically post appraisals many many questions :). Like: Sir, Do you think I should continue in an organisation that has given me only a 20% raise after a whole year of slogging?

b. We get an average of about 25-35 questions through the week, with expected highs and lows. The maximum we received was four weeks back when we got 47!

c. To be honest, we have no specific formula for selection, but often give priority to questions that are time-bound and/or have requested for an urgent response.

Questions that literallydemand a response (candid or otherwise ) also move up the list. I must confess, that there are some questions that are very entertaining or are different and hence slip in once in a while. Like your question 🙂

My youngest brother is going to graduate this year. He went through career counselling and was told that he should become a Public Relations Officer. He is an extrovert and is good at making friends. But our family isn’t aware of the career prospects as we are all into pharmaceuticals. What are the career prospects in PR?

PR is certainly a good career and offers both learning as well as growth. Inherent ability to interact with people at various levels is a distinct advantage in this line.

As far as career prospects are concerned, I always believe that it is greatly dependant on the individual who can make or break a good career.

Ideally, your brother could talk to a few PR professionals, and understand the finer nuances of the industry. While I would have liked to give him a more micro perspective, current space constraints prevent me from doing so.

However, I take this opportunity to wish him all the very best in his career.

Sir, your decision to switch from hotel management to media has inspired me and I would also like to switch from a hotel job to that of a media agency, as I like crunching numbers and media innovations. I hope I am not taking a wrong decision?

I didn’t ever think my radical career shift would inspire anyone. It wasn’t meant to 🙂

Having said that, I must confess that it is exceedingly difficult to arrive at a conclusion on which option is better.

However, some amount of reading and interacting with media planners etc would help you weigh your options.

Believe me, there is a lot more to Media Planning and Buying than number crunching and Innovation. There are deadlines , fiery clients, bosses and burning the midnight oil that is integral to the role. It’s a high pressure environment and only the very best move up the ladder.

It’s not really easy getting hired with no relevant experience, but if you have it in you, Go for it ! All the best.

I feel I am stagnating in my job in a newspaper in Delhi. Do you think it will help working in a smaller town where I will get to do more exciting work?

I cant help but say Yes!

I may be biased however since I accepted a shift from a large market like Chennai to Kochi. Revenues that I gloated about plummeted and I was faced with a market place that had zero affinity for the brand I represented.

It’s really left to you to make the work exciting by exploring new  avenues, conceptualising innovative options and building a new base of clients.  A smaller market offers you immense challenge and noticeability, however there is no umbrella cover. You are as good as what you did yesterday.

The downside is that it can get quite frustrating at times as you will need to literally educate the market before they buy into your proposition.

Yet if you ask me, I would only say yes 🙂

May Lord Ganesha Bless each one of you with Happiness, Prosperity and Good Health!

Have a splendid weekend and take good care of yourself.

We will be back next Thursday with your Questions and Straight Answers….

Inbox your questions to editor@mxmindia.com with Dear MxM in the subject line

By Jaisurya Das

 

Hello and Welcome to Dear MxM, India’s only online counselling column for Media, Advertising and Marketing!

 

I sometimes wonder what will become of all of us, what with young kids teaching us the fundamentals of our own trade !

 

Haven’t you been awestruck with kids who take to computers and before you realise it, become pros at using them?

 

Yes, it is superior intelligence. Their brains allow them to multitask with ease, processing information at lightning speed. They are designed for the future, we are not!  We need to cultivate some of the qualities they possess to be able to equip ourselves for the years ahead.

 

We must learn to stop absorbing all the information thrown at us.

 

As it is, there is an information overload and to make things worse, we imbibe every single aspect of everything ; blissfully ignoring the fact that it will be of no use to us whatsoever. Why do we need every single detail of a murder for instance ?

 

It’s not going to make a difference to our lives, be it a small bag that was found or a big one. Who is the investigating officer on case? Whatever happened to him ?

 

Does it really matter? Ask a teenager this, and he/she is going to say “Ya, I know, she was murdered ” and that’s it.

 

Their neural networks work on a simple premise ;

Absorb the Relevant, Purge the Rest!

Think of it! We do have a problem.

OK, Time’s up…. Cut to your questions and our answers, because we care.

 

Sir, I am likely to join an organisation which has a hire-and-fire regime. I have heard that one can ask for a severance pay, but is that a done thing at the middle level in an ad agency?

Hi and Thanks for writing into Dear MxM.

 

Am afraid, there is no concept of a severance pay at middle level in an agency, or for that matter a media house.

 

Severance pay is more an exception than the norm and is offered exclusively to top management / editorial hires.

 

As far as the ‘Hire and Fire’ bit is concerned, believe me, all jobs today are similar. You are as good as yesterday, no matter what the Legacy !

Having said that, there is no harm in trying your luck. You may just strike gold ! All the best.

 

Last week, I read an old article where it was being discussed that news is not a profitable proposition, and that it takes years for organisations to profit. If that’s the case, how do we have some not-so-old publications making huge money?

The article you read isn’t far removed from the truth. General interest news isn’t profitable any more. It’s the infotainment era and publications have to toe the line and increasingly clone TV and online media in order to sell.

 

More than 90% of the news is in public domain the night before and hence the relevance of a news break is lost.

 

News magazines that sold like hot cakes in multiple languages are struggling to stay afloat with one or two languages.

 

The not-so-old publications you mention that are raking in the moolah are exceptions, if at all.

 

Most mediaowners believe that a good marketing team is the answer to all woes!

 

At the risk of sounding repetitive, the best of marketers aren’t magicians and can only act as catalysts for revenue. Finally, it’s the brand, its persona, its content and its positioning that make the difference.

 

Get you act together before you blame it on marketing !

 

The news business isn’t easy and more so for print media.

 

Carve your own niche and claim your audience, or else perish like the rest. Amen.

 

Is it legal to moonlight?

In India more than 95% of the companies prohibit secondary employment of any kind. Moonlighting may be considered illegal from this point of view, though there is no law preventing secondary employment.

 

I must add that such service rules are normally for full time employees only. Part-time staff quite often take more than one assignment, in anycase.

 

It may interest you that countries like the US permit moonlighting and do not really care as long as the primary responsibility is taken care off. To be honest, this does make ample sense.

 

Sir, I practise a certain faith, but I find that my organisation only has a corner for the prayer and pictures of the gods of a certain religion? Is there any law governing organisations to disallow company offices from becoming mini-temples/ mosques / churches/ etc?

Not that I know off my friend , though am not too sure if any organisation would wish to transform itself into a temple/ mosque/ church etc. The point really is about giving the employees the freedom to practise their Faith even at work.

 

The prayer room normally represents all faiths and there is no discrimination of any kind.

 

May I suggest that you have a chat with your HR colleagues about this lacunae. I am more than certain this will be taken care of immediately since most organisations are sensitised to respecting all faiths.

 

Above all, do not forget that god lives within us…..

 

And then we will see you next week, same day, same space for it will be time to Answer your Questions one after the other.

Yes, we care !

Be Good. It’s Important.

 

Inbox your questions to editor@mxmindia.com with Dear MxM in the subject line

 

By Jaisurya Das

 

Just a few days ago I changed my profile picture on a popular social site. I didn’t realise however that this would evoke so much of negative response…

 

The contention being my ignorance/ error in judgment about the dynamics of pushing internet.org and the main contenders agenda for consolidation. I may be completely wrong but I certainly stick to what I did. I shall go back to the old picture (if you prefer seeing me without the tricolour!) but not

 

before I say what I have to….

 

Who does anything without an agenda ? Why would a company invest time and money if they get absolutely nothing from an activity or social initiative. Either it’s branding, or a soft sell of a brand/ service most often.

 

The point is that if at the end of it , if there is some tangible benefit to people at large, then it’s worth it. Why should we complain? If basic internet access will be given, then so be it. Are you and me going to be affected? No.

 

Propaganda works both ways and hence all the articles damning this entire free basic internet initiative could also be a well-orchestrated editorial plant. Right?

 

No, I don’t know anyone in these companies. I just speak my mind.

 

Give India a Chance. It’s about time.

 

And before I forget, it’s about time, I take you to our Q&A for the week.

 

As always, Your Questions, Our Answers. Candid yet true to heart.

 

Because We Care.

 

I just discovered last week that my editor carries readymade stories doled out to him by PR agencies with his own byline. I have always treated my editor like my god, he is my mentor. I am shaken. Please advise what I should do?

Error in judgment, my friend. However, don’t despair ; there are exceptions to the rule everywhere. Having said that, I completely understand how you feel about this disgusting habit.

 

It’s unfortunate that such practices thrive even today. The digital revolution has only made it easier I guess, what with ‘copy & paste’ and other ingenious marvels of the computing world taking over our lives.

 

Let me however assure you and our esteemed readers, that this is not how the industry works . Our fraternity has exceedingly competent journalists and content professionals who are more than capable of writing and captivating audiences.

 

The Crutch of Compromised Editorial Content is for the Incompetent.

 

I have been reading Dear MxM for several weeks and I find that you are very ethical. But since you worked with a newspaper group which pioneered  practices like Medianet and Private Treaties, how did you manage to stay on?

Your’e related to Shane Warne, aren’t you ??

 

I stayed on simply because I had a huge responsibility that I was committed to… launching and establishing the TOI Pune’s supremacy within 12 calendar months. For the sake of record, this was achieved in nine months flat.

 

The group had the advantage of probably the best possible team working on this across geographies. To be honest nothing else mattered at that point of time, though I distinctly remember voicing my concern, when Medianet was being discussed by the people who mattered.

 

Private Treaties was a master stroke that paved the way for a financial coup of sorts legitimising the group’s entry into hundreds of companies in the country. I am given to understand that this non-cash synergy created has benefited many companies. I sincerely hope this is true.

 

Medianet is a different story all together as this heralded the end of the sanctum sanctorum of the paper . Its content was on sale.

 

I must confess that this is undoubtedly a brilliant marketing idea that catapulted revenue. Advertising occupied about 50-60% of the city-centric newspapers’ inventory and suddenly thanks to Medianet, it shot up to 100% !

 

Emotion, Tradition, Editors, Journalists, all stupas that meant nothing in this scenario considering that circulation and readership only grew and so did revenues. The rest is history, sweet, bitter… whatever !

 

If it’s marketing, its the TOI group. No argument on this.

 

It is Gandhi Jayanti on Friday. And while Bapu was a lawyer and later an activist and a freedom fighter, he was also a journalist and Editor-Publisher of Indian Opinion. If the Mahatma were to be alive today, what would be his Opinion on the Media? Sorry, this is not an advisory question, but I wanted to have your perspectives on the issue for my own clarity…

Interesting question, my friend!

 

My understanding of Mahatma Gandhi is limited really, to what was written about him and may be a few pieces he wrote.

 

However, given his strong views on a variety of subjects, I would imagine that he would have been fairly disturbed on the conscious dumbing down of content quality.

 

The obvious focus on Infotainment as opposed to news may have been quite an unpleasant surprise for him. I think it’s essentially his propensity to create opinion leaders that would have taken a beating . No opinions, no leaders !

 

On a lighter note, I suspect he would have been exceedingly amused with the news channel and their never ending debates. The Solar System wants to know……!

 

And there never will be another Mahatma Gandhi!

 

Sir, I lived in New Delhi and have now moved to a Tier-2 or Tier-3 capital city. I find that the newspaper which my family and Igrew up on has a truncated edition from the city. While I understand that this happens because of low revenues in smaller centres, from the newspaper’s point of view, doesn’t a half-baked edition mean a loss in brand value?

No, it doesn’t if the brand is already an established name. Newspaper readership is significantly loyalty-driven. It’s almost akin to your toothpaste; colours change, paste becomes gel, tubes get smaller and yet we can’t do without it!

 

The publishing industry is a business like any other and this is something that must be understood. Costs are phenomenal what with raw material (read newsprint) accounting for a bulk of the DVC( Direct Variable Cost).

 

To add to this is the large wage bill that is incurred month after month.

 

As you rightly said, low revenues are a challenge for the publisher and there are only a few options to overcome this blow to the profitability. Either you bolster revenues  (which may not be possible in small markets!). Or you cut costs.

 

Less pages = Less Cost = Brand Remains Profitable.

 

End Of Story.

 

We do hope you enjoyed reading this edition of Dear MxM.

Heady Questions, Straight Answers.
Have a splendid, fun-filled weekend & do take good care of yourselves !
See you next Thursday, same space, more Questions and even more Answers.
Dear MxM… Because We Care.

 

Inbox your questions to editor@mxmindia.com with Dear MxM in the subject line

 

By Jaisurya Das

 

hello Friends !

 

Welcome back to Dear MxM, your very own ‘ Agony Uncle ‘ where the Sun never sets on Living and Learning ! Over the past few weeks, I have been doing a fair amount of informal research to back my recent hypothesis that ‘ Brand Loyalty is history ‘

 

It’s interesting to see how on the one hand, brand consciousness is on a meteoric high and yet, the consumer has no love lost in courting another brand !

 

Peer pressure, societal impact, affluence and the propensity to spend are all factors that probably contributed to this dilution of the fundamental emotion of loyalty.

 

I can’t think of one brand across categories that my own family for instance is loyal to. Coming to think of it besides Liquor and Cigarettes ( Stay far away from both of them ; the latter being worse..) how many people stick to one brand today ?

Toothpaste, Shampoo, Conditioner, TV’s, Refrigerators, Bread, Butter, Tea, Chicken, Computers, Smartphones and what have you! Brand A in and out , Brand B in and out again only to be replaced with Brand C.

Probably the time has come for marketers to delve deep into the minds of the consumer to understand what this new equation is about.

Neurologists may just have a new career option ; Marketing Consultants to Brands.

Life is getting interesting. Go for it!

Time’s up. Your Questions , Our Answers only because its Dear MxM !
Read on friends, Read on….

 

Slow and Steady Wins the Race… would you say this dictum works for media professionals, or is it better to zigzag your way ahead?

Thank you for writing in to Dear MxM, your Virtual Friend, Guide and Philosopher 🙂 While your question is both interesting and relevant in today’s context, the answer is likely to be a shade biased, thanks to my own experiences at work !
Honestly, there is no dictum or Gospel on what is the ideal length of one’s stint at a media house ; Neither is there an ideal age/ experience level to handle a specific role. All this is entirely individual led and will always be so…thankfully.

What is important really, is the kind of learning you get at your current work place. As I have always said , master your craft and be rest assured, career and the rest will follow, no matter what.

Yes, in today’s environment its considered sacrilege to stick on to one company beyond 2 years. A move is meant to satisfy the never ending desire for money or a fancier designation.

Having been in the HR consulting space as well, I have rarely seen any other objective behind quick moves. but then no objective = no learning = no growth.

Probably why that despite the younger, fast track media professionals being omnipresent, it is still the old bandicoots (yours truly included!) who are still talked/ written about. Maybe our generation did a few things right, eh ?

Having said this, If it works well for you ; Just Do it, Man !!!!

 

We read about what happened in Volkswagen. But in many ways, our media also knowingly does out substandard stuff. Your comments, Sir ?

The difference my friend is that, in media there is no Emission Test !

Jokes apart , Lets examine the publishing industry for instance….  Leading brands are no longer read for news, so much so, that a simple query on who edits the paper will go unanswered !

Substandard is a state of mind in this context. The dumbing down of content has been a well orchestrated intervention that has really worked well in the marketplace. Finally it is the audience that decides….. Hence infotainment crazy audience = dumbed down content = media that sells = win win !

Driving a car isn’t like absorbing media. Driving is a right brain activity and media ( Television , Radio etc) is a left brain exercise. Standards are set by the right brain. The left brain purely assimilates, sensitises and transfers to the subconscious.

Now, if this answer hasn’t made you forget your question, then all i can say is ‘ start using the left brain my friend ‘.

 

I find a lot of publications just picking up photographs from Google without adequate permissions… haven’t they heard of intellectual property rights?

This is a huge problem and as I have said before in this column, a typical fall out of the connected world. From entire theses to articles, poems, project reports and photographs are happily used as their own.

The point here is that while it is extremely difficult to monitor, it as also a demon that people themselves have encouraged.

I have personally seen so much of downloaded matter being used by even citizens of pre-eminence, that i now look at everything with suspicion followed by a pinch of salt or oregano.

Honestly, in the absence of a uniform code for use of the Internet, basic understanding of the Do’s and Dont’s is also limited. Most people dont even know what is prohibited and so on. Yes, the publications are more than aware but it’s also important that the senior management / editors sensitise the staff on Internet hygiene.

IPR is a highly ignored subject, to the extent that its difficult to even find a good IPR lawyer in most cities. So if you do have a solution , write in since you would be doing a yeoman service to IPR and Copyright law keepers.

 

I have just passed my MBBS examination and while studying for my MD entrance, I have realised that I want to be in the media like my father and other members of my family.
I feel guilty to quit medicine, but this is my calling ? Please help me, as if you would advise your own daughter.

Now, this is uncanny !!! My elder daughter has just become a Doctor and is now preparing for her PG entrance exams so your question is both interesting and challenging !

Having said that, my personal advice is to give this a good thought if you haven’t already. Its important to be sure that a move after five and half years of gruelling study is really what you want.

Introspect to identify your core interests. Did you for instance enjoy some parts of your M.B.B.S or was the entire time a sheer waste ? Did you feel good during your clinics ; interacting with patients etc ?
How much does your white coat mean to you today ? Would you consider stashing it away once for all ?
Think young lady, Think.

I have always advocated going after one’s passion since I believe success comes with that. You have to eat, sleep and live your passion. Yet, this is a confusing critical phase in your life and hence careful decision making is called for.

Maybe a small exercise of listing down all the pros and cons of both these options would give you some direction. Weigh them only after you have listed them dispassionately and completely true to heart.

Media is exciting and so is Medicine. We don’t get a chance to strut around in that formidable white coat though..Sigh !

Am sure you will take the right call. Don’t worry.

And yes, if you do need any more inputs, feel free to write in  anytime. All good wishes to you. Stay Blessed.

Oh boy ! Your questions are getting complex aren’t they ? And with my on-the-face answers, it won’t be long before I am banished by my own industry. Jungles of Denkali, here I come.

But then, this is imperative so be rest assured, I will be back with Dear MxM Thursday next,when we will see even more exciting Questions and Answers !

Because We Care, We honestly do. Amen.

 

By Jaisurya Das

 

Greetings,. dear readers. It’s good to see you back with us on Dear MxM, this 42nd week of 2015!

 

Quite recently a bunch of buddies were discussing start-ups and the much-hyped success of the shopping majors. As much as Rs 350 crore mopped up in a day!

 

These online e-commerce models certainly amaze me, what with pen-drives at one rupee and amazingly ridiculous offers such. But then, to be honest, I have been considering buying a ‘fat deep fryer’ (or is it the other way around?!) and some cool ‘quadrophonic’ bluetooth LTE/4G-enabled speakers with calling facility and extreme sensory touch tech. Has multiple flashing LED lights as well!

 

Now, isn’t this just Epic stuff!

 

As they say its ‘full fun’ for the customer; He is the King after all. All looks very hunky dory as of now but for how long?? Or have I understood this wrong?

 

What baffles me even more, is the fact that all these online giants rely on print when it comes to impact and traffic !

 

And yet, we say the younger generation cannot be reached by Print any longer.

 

Strange paradox. 70%, 80% and 90% discounts, despite losses of 300, 400, 600 crores last fiscal. More paradox.

 

When am I going to learn that the more you spend, the more you earn?

 

I think its best that we go straight to our Q&A for the week. As always the blatant truth.

Your Questions, Our Answers @ Dear MxM simply because, we care..

 

Sir, I have a friend who insists that his creative juices flow best in the wee hours of the day. Although I think he has turned into an insomniac. What is your view?

He may have a point there… Frankly, this may be a very biased answer, since I am pretty much an owl myself. I have personally seen many a friend working through the night primarily to be undisturbed.

Creative juices may or may not have anything to do with the time of day, yet getting some good peace and quiet isn’t a bad idea.

Having said that, it’s pertinent to add the need for 6-7 hours of deep sleep to be able to have the body and mind gets its much required rest. Lack of sleep can create a host of health issues ranging from physical debility to anxiety etc.

I am not sure what your friend’s sleep pattern and quantum is like, though he is certainly blessed to have a concerned friend like you. Am sure he will do just fine.

Let him be, let his creativity flow. Fatigue sets in quite soon, if you burn the midnight oil day after day.  When you’re tired, sleep comes naturally.

 

I was at an event last week and a leading media professional told me that most media awards are rigged. I don’t agree with this view. What do you think really happens?

Thanks for writing in to us at Dear MxM.

You obviously don’t like me too much do you?

Jokes apart, it’s questions like these that keep us on our toes, week after week.

As always, we work on the simple principle that ‘ what has to be said , must be said ‘ !

At the risk of committing professional harakiri, I must confess that I have heard such remarks being made in the past. Media has been at the receiving end of criticism for time immemorial and hence a lot of us take these things with a pinch of salt.

The media fraternity isn’t really as big as it seems , and hence the same names gets bandied around for most awards. This in itself raises quite a few eyebrows.

Advertising and sponsorships do curry favour with the powers that be in the industry and hence there is a possibility of a few of them being engineered for reasons of PR.

But then, what isn’t engineered ?

Have can we forget ‘The Great Indian Jugaad Trick’.

 

Sir, my younger brother is very good at organising community events in our housing complex like Ganapati and Navratri celebrations. I have been advising him to take up event management as a career but there are many people who say that it’s not a respectable profession. I seek your advice, Sir.

This is completely incorrect. Events are an important part of the marketing landscape today, be it a launch, award ceremonies or just fancy weddings.

I have personally worked on events for over eight years and enjoyed every bit of it.  Events today offers you excellent careers which are coupled with great creative exposure and operational finesse.  Additionally this is one career that gives you the chance to meet and interact with a wide variety of people be it film stars, musicians or politicians! Teaches you much patience too.

Respect is a state of mind when it comes to work . Work is worship, no matter what you do. How does it matter as to what people say or think about you?

Finally, it’s all about you , your career, your life and the difference you make on this planet.

My suggestion would be that you scout around for a good Event Management course for your brother to enable him get a strong foundation. Alongside he could probably work on a few events as an intern.

Soon enough am sure he will turn out to be a great experiential marketing professional. Sit back and watch him Rock.

All good wishes for his success !

 

Deserve before you desire. But if you dont have targets, you will never achieve results. What according to you is the right policy?

I am in total agreement of this dictum and strongly believe that without a clear objective in mind, one cannot achieve. Its almost akin to jumping on a train and travelling without knowing its destination…..!

Targets are undoubtedly the catalysts for one’s own growth as they create a level playing field for everyone. Performance is measurable and in Black & White.

No one can refute clearly demonstrated excellence.

Having said this, I must add that setting unreasonable targets is an exercise in futility as they only add to discontent and attrition within the team.

So my friend, accept the target gracefully, chase it like a dream and walk head high into the Sun. All the best !

 

Here’s wishing you and all at home a fabulous Dassera with much shopping, eating and festivity! Do take good care of yourself. It means a lot to us.

 

And, yes, don’t you forget that we will be back next week, same day, same space, New Questions and Brand New Answers!

 

Dear MxM…Yes, We Care.

 

Inbox your questions to editor@mxmindia.com with Dear MxM in the subject line

 

By Jaisurya Das

 

The Eternal battle of Good over Evil… The Season of Dassera has progressed beyond  a time to invoke the Gods to a shopping festival that sees Rs 3000+ crore exchange hands.

No surprise actually what with young promoters stepping into the sun to deliver orders to customers. Now, this is brand-building of the highest order. No fuss, no noise, no entourage, nothing,  Just great delivery.

Brands don’t get built in a hurry. Its initiatives separate the wheat from the chaff.

Keep it up, Gentlemen!!! You are creating history.

On that note, let’s cut straight to Your Questions and Our Answers for this week. Brutally frank, straight from the heart, Dear MxM!

Because we care; we honestly do.

Read on…

 

Sir, my boss was sacked on his birthday. While a birthday is like any other day of the year, do you think it is right for any organisation to do so?  What does it speak about an organisation’s culture? Shouldn’t the HR/admin manager get the sack for this?

Oh boy! I thought these things happened only in “what not to do”  manuals for HR and top management. Quite disgusting to say the least….

Someone who does this is obviously a sadist who derives immense pleasure from inflicting pain to a wounded being.  You have decided to sack the person, why make it worse ? How is it going to help in anyway?

In fact a warm wish for his birthday, would have softened the blow of a sack to some extent. Allow the person to leave respectfully.

Yes, my friend, you’re rhetoric is absolutely justified. No cultured, people-friendly organisation can even dream of doing something like this.

This is crude behaviour and reeks of a personal vendetta of some sort.

All I can do is sympathise with your Boss. I know not the reasons for his services being terminated (I hope there is reason enough though!) but I certainly know that this is not done.

No, certainly not!!

 

Sir, I know you have answered this question in the past, but what is the education needed for someone who is getting into ad sales for a television channel?

Thanks for writing in to us at Dear MxM. Essentially most media organisations look for postgraduates in marketing, management, advertising and PR.

Not to say, that the graduates don’t get absorbed for sales ; its just that the numbers are smaller nowadays.  Personally, I have rated Relevant Experience as a much more important attribute in the hiring process.

All the best, my friend!

 

A rolling stone gathers no moss. Is this true for someone who has moved many jobs?

Yes, this is true and companies and hiring managers are quite wary when they see a track record such…  I can say this with vehemence as i have personally screened out quite a few resumes for this very reason. While there are a few candidates who have valid reasons for several shifts, I personally don’t feel too comfortable.

There is no smoke without fire… You don’t keep jumping jobs unless there is a problem, and if the problem is you, then be sure to get grilled at the interview.

In today’s times I don’t advocate a really long stint at any given company; nevertheless it’s important to be there long enough to prove your mettle.

This common practice of moving jobs at the end of every year isn’t going to help one bit in the long run Moreover bereft of anything to showcase, the candidature becomes insipid.

Hence it’s Elementary, my dear friend. No Rolling, No Moss. Stay put!

 

I heard the other day that the best CEOs of media companies are those who have done their CA. I am a CA and have an interest in entertainment… will it be a good idea to get into a media firm?

Go for it, tiger! Though I honestly can’t qualify your statement, I have reason to believe a decent understanding of finance would greatly ease some of the tasks at that level.  Finance is a subject that is gaining tremendous importance, what with increasing overheads and tight ropes to walk on in the business of media and entertainment.

 

Consolidation is the name of the game today with mergers and acquisitions happening regularly. Just this week, we saw an Experiential Marketing giant being bought over. A tight grip on finance would certainly be a significant advantage whether it is negotiation, due diligence or operations.

Best CEOs are those with vision, true love for people and passion to go beyond familiar frontiers; their degrees rarely matter beyond a point.

Media and entertainment is a good space to be in.You are more than welcome, my friend. All good wishes for a super career.

 

Dear MxM wishes you a very Happy Dassera !

May this festive season bring you all happiness, prosperity and good health.

And yes, while you have a stupendous long weekend, we shall sift through our mail, and get set to be back next week. More Questions, More Answers only on Dear MxM week after week..

Because for us, You mean a lot !

 

Inbox your questions to editor@mxmindia.com with Dear MxM in the subject line

 

 

 

By Jaisurya Das

 

Greetings, Ladies and Gentleman and Welcome back to Dear MxM!

 

Quite recently, I had occasion to meet an interesting man to say the least. A godman who pilots aircrafts, races cars, meditates and gets others to meditate. An amazing animated orator who can keep a large audience spell bound with his deep baritone voice and inimitable sense of humour.

 

Sadguru Jaggi Vasudev is sure interesting and so are his flowing robes.  Tremendous learning, he handles most subjects with academic ease and elan.

 

Responding to Barkha Dutt’s question on a TV talk show on why we need gurus, Sadguru, this man with this flowing beard, said:“When you are in unfamiliar terrain, it is sensible to take directions.  He had the audience in splits.”

 

I laughed as well. Then I sat thinking about what he said. It is important to figure where you are headed irrespective of whetheryou are a brand or a cult. Remember, Alice in Wonderland?? Mentor’s help.

 

Mentors are the lighthouses we all yearn for. Mentors are the lighthouses brands need to power them to navigate their way ahead. Mentors are the lighthouses the youth need to get their bearings in this multi-tasked world. The ecosystem of brands and audiences cannot run independent of help.

 

Invest in those brand wizards. Believe me, you won’t regret. After all, if you are in unfamiliar terrain, it is sensible to take instructions!

 

Ladies and Gentleman; Dear MxM with your Questions and our Answers.

 

Sir, while I am all for stringent laws and rules within organisations on sexual harrasment, how do we ensure that it’s not misused? My boss, for instance, constantly fears that he will get lynched if he doesn’t grant an increment to women employees… consequently he has stopped hiring women!

 

Hi and thanks for writing in to Dear MxM.

 

It would probably be a good idea to present your boss with a copy of the ‘The Sexual Harassment of Women at Workplace (Prevention, Prohibition and Redressal) Act, 2013’. This will make it abundantly clear as to what constitutes sexual harassment.

 

I do not blame him entirely for his fear since there have been umpteen false cases registered against innocent people at the workplace.  It’s indeed unfortunate that he has stopped hiring women for the company thanks to this unfounded fear. Fear has no boundaries andhence targets the weak to carry along.

 

Having said this, I do not entirely agree with you when you say that the policies are being misused. This isn’t misuse by any flight of imagination. It’s just one man’s whims and fancies. He prefers not giving any room for doubt and interprets the law to suit this.

 

Sexual harassment against women cannot ever take place if the woman itself doesn’t exist in that workplace…! Now this is pro-active thinking of the highest order; Male Order 🙂

 

You don’t have to answer this question, but still I would like to know: Why do news media companies pay people so pathetically vis-a-vis the corporate sector?

On the contrary, I would be happy to answer this and set the records straight.

 

Yes, this was true a couple of years ago, however much progress has been made by the media industry since. Salaries and perquisites are today fairly handsome by any standards. The corporate sector in fact has been slower to react to market dynamics with respect to compensation, with the exception of may be a handful of industries.

 

Today, compensation packages range from Rs 4 lakh/annum to a staggering Rs 200 lakh/annum. This is approximately what content/ editorial professionals can expect. Sales & Marketing is normally higher than this in most organisations.

 

Not many corporates pay this kind of money to their corporate and marketing communications departments.

 

Since the bulk of our content is in Indian languages, don’t you think it’s crazy that our B-schools or even media schools have their medium of instruction in English?

Very interesting question indeed ! Thanks for writing in my friend.  While the bulk of the content is in regional languages, the acceptability isn’t proportional. Employability is also greatly dependant on language skills with the emphasis on English.

 

This is one of the key factors deciding the medium of instruction at B-Schools & Media Schools

 

Organisations across the country make knowledge of English mandatory at the entry point and the loop is thus completed.

 

I am a Malayali but i jolly well know English! Incidentally, it doesn’t matter if i know/ don’t know Malayalam since I can get away with English even in the remotest corner of Kerala.

 

I am a BMM student in Mumbai. I was reading that television companies make content to suit their target audience. Similarly a soap company will make a certain soap as per it’s TG. So is there anything wrong if a news channel also tailors its news as per its target audience. Why is it said that a newspaper/channel has sold out whenever it plays to its market?

Thanks my friend for writing in with a super question !

 

News for some reason is still sacred in our minds. Somewhere we believe that newspapers, News channels etc are the torchbearers of society. Yes, this order is changing what with the advent of portable media that gives you constant updates etc but the though process will take a while.  As they say, human beings criticise what they love the most. In this case news media!

 

Nevertheless, a sharp understanding of one’s audience, beyond what is apparent is called for.  Tweaking and tailoring follows and is generally a continuous process in the  brand’s life cycle.

 

News media isn’t the sanctum sanctorum of news any longer. Sit back, and enjoy it like you would, any reality show. That’s what life is about now, isn’t it ?

 

Sayonara! It’s time to bid adieu to this week, this month and this column.

 

Have a fantastic weekend with much fun and food. Yes, Laughter too. 

 

And we will see you, as always, Thursday next, same space, same columnist with some great Questions & Answers.

 

Of course, we care. It’s Dear MxM!

 

Inbox your questions to editor@mxmindia.com with Dear MxM in the subject line

 

Hello and Welome to Dear MxM, your online partner in the Good & Bad times. Happy to be of help :) 

 

And the festive spirit is back, isn’t it ?

 

Online shopping, offline bargaining and what have you!

 

India’s come of age, hasn’t it?! But has it arrived?

 

I walk around comfortable in my new pair of boxers…Yet another to my collection of 7 boxers. All American, All Original.

 

Yes I have been walking around my home for decades wearing shorts, boxers and vests which more than subtly reminds me of the “Stars & the Stripes….. Pity isn’t it that I am Indian and I wear the flag of the United States Of America! Comfortable.

 

And I am but a minuscule part of the huge universe in India that does the same. It’s soft, it’s bold, it’s colourful, It’s the United States of America!

 

So are you cringing as much as I am? Then it’s time we realised that there is a brand waiting to be accepted by its own countrymen… India !

 

Yes, India. 

 

Unlike what you may think, this is not a propaganda column for the government or its functionaries.

 

True to heart, it’s just an Indian trying hard to push one agenda…Brand India.

Is this taboo? Is this sacrilege? 

 

I asked a 132 people over five metros a few questions that were nagging. I got all the answers. I also figured the absence of answers that pointed to just one gap. India. We don’t think it’s a brand at all. Mind you, the US is 🙂

 

Give India a chance. It’s about time !

 

You’ll hear much more on this soon. Let Diwali happen. It’s India after all.

 

Jai Hind.

 

Patriotism apart, now it’s back to ‘Agony Uncle’ business so please let go of whatever you’re doing, and get straight to your Questions and Our Answers!

 

I have read on MxM India that the media has turned ​politically ​bi​ased​. While I have read that some of our freedom fighters also used the media ​to attain freedom, do you think it is right for our newspapers and channels to also turn biased?

 

Ed:  Did we really say this? Tsk Tsk,,,

 

Well, it wouldn’t be right to generalise on this, Yes, there are sections of the media that have leanings to one party or the other but this doesn’t necessarily mean that they are biased.

 

Media is powerful even today and is capable to shaking the hell out of even the Parliament. The media owners tend to have their own agenda and that’s where it all starts.  When you do have huge business interests, you tend to be extra diplomatic and cautious. This often shows up in the content, which is then termed biased.

 

There isn’t a right or wrong. It’s all relative. If you liked the party that the media is backing it wouldn’t seem as bad would it?

 

Media is today much more than news; It’s about information and entertainment. Nothing sacred though!

 

Media is a business like any other. The faster we understand that, the better it is.

 

 

 

Some people have all the luck in getting jobs, whereas a few of us keep struggling. It’s Diwali next week, and I’m feeling quite down in the dumps!

 

Why do i sense some negative thinking here ? No one is a professional at finding jobs.Its often just a matter of timing and good luck. Not to say that the candidate doesn’t make a difference but there are other factors too.

 

The last thing to do is feel disillusioned by this,as that alone can bring you to your knees before you realise it.

Negativity and negative thinking is lethal and is a primary catalyst for a host of physiological and mental ills.

 

There is a huge world out there and if you do have the talent,you’re bound to get a good job,no matter what it takes.

But,yes you must work on your skills and constantly upgrade them in order to be relevant today and tomorrow.

 

So stop cribbing my friend ! Life isn’t as bad as it seems.Take a deep breath and work out your plan of action to find an ideal slot.I am more than certain you will land your dream job very soon. All the very best to you!

 

 

 

 

Is it advisable to give your boss a Diwali gift? And suck up to him (and his family) and wish first thing on Diwali day? Is it cool to do so?

 

Thanks for writing in my friend! What do you want me to say ? if you plan to do this, then you may just have answered all your own questions at one go…!

 

Having said that, i must add that giving your boss a Diwali gift isn’t a huge crime.

However, the environment,the culture within the organisation and your rapport with your peers and seniors are important factors to keep in mind when it comes to gestures such.

 

To answer your other queries on whether its cool to cultivate your boss and family, i can quite vehemently tell you that its far from cool…or hot for that matter?

If you’re looking for a good gesture without overdoing it,do it subtly e.g. a nice handmade card, a box of sweets from your hometown,a nice potted plant etc. .

 

This way you don’t embarrass the boss man or attract too much attention within the office.

All the best to you in your noble pursuits !

 

 

Sir, I am setting up a start-up in the news space. Would you recommend a firm which can advise start-ups in the basics of setting up the firm (registration, taxes, etc) and basics of marketing?

 

Congratulations young lady.Indeed very happy to hear of your venture. All my colleagues at MxM India take this opportunity to wish you well in this venture.

 

While the news space is seemingly cluttered and highly TV focussed,there is ample space for others.

Content is the future.Nothing more need be said.

 

Coming back to your query, I must confess that there is only one that can deliver ( Pssst!Cant tell you more here; mail me or better still, like some of my fellow columnists; Look at the footnote )

 

Jokes apart,you need to find someone who thinks futuristically, gives you a marketing roadmap keeping in mind the audiences of tomorrow.

Neural networks hold the key to understanding what your consumers want, will want.

Invest in your company’s future, your future. Call today !

 

I rest my case.

 

 

 

 

Ladies and Gentleman; Have a splendid festive week ahead. Shop till you drop and so on…

Quite simply, have a blast and get ready for a rocking Diwali.

 

Yes, indeed, we will be back next week with a fresh round of Questions & Answers that will hopefully make your life a little easier.This is Dear MxM after all, and We Care!

 

Inbox your questions to editor@mxmindia.com with Dear MxM in the subject line

 

 

Jaisurya Das (MD & Chief Evangelist; Xanadu Consulting Group Pvt Ltd) is a senior media professional whose consulting practice encompasses brand launch, brand building and creation of sustainable audiences. Deep insight into the functioning of the human brain catalyses the interventions for the brands worked upon. 

 

He is also Contributing Editor of MxM india. He can be reached at jd@xanadu.co.in

 

 

 

 

By Jaisurya Das

 

It is recommended that this list be read and imbibed with a pinch of salt, pepper and if need be, smelling salts.

This compilation is research- and perception-based and does not purport to be a ‘hate manual’ of any kind.

It’s just an attempt to bring method into the madness, if and when taken in the right spirit.

 

In random order of blunders committed:

1. Seriously believe that that you don’t have to learn anything more.

The famous ‘I know it all’ smirk often signals the beginning of the end. Learning is a continuum and hence it’s important to absorb every little thing around you. This is the only way you can get the pulse, formulate strategy and execute successfully.

 

2. Stop Listening.

Even the Bhagwad Gita makes a mention of listening as opposed to hearing.  More often than once, the people around you have a better plan, idea or strategy! Listen; It may just be what you need.

 

3. Believe that your company is Invincible.

Haven’t you heard of the enormous luxury liner that sank on its maiden voyage? The Titanic went down. Anything can.

 

4. Hire ‘Yes Men’.

Do not allow a coterie to form just to humour you day after day. The critics mean well. They criticise because of their loyalty to the company and its brands.

Listen to them. Believe me, it’s much safer than giving in to the sycophants.

 

5. Underestimate competition

Unlike what is popularly believed, the competition is working very hard and with a great deal of tenacity.

Before you realise it, they will pull the carpet under your feet, and quietly too.

 

6. Toy around with multiple initiatives.

Don’t take on more than you can chew. No, you are not Superman.  See one objective to its logical end before taking on the other.  Remember, no one is testing your multitasking skills.

 

7. Disregard Universal Truth.

Often the obvious truth gets disregarded unceremoniously; it’s things like cash management, spiralling costs etc that get ignored until all hell breaks loose.

 

This could very well sound the death knell. Keep a keen eye on costs and cash flows. Even a company like yours can have a problem.

 

Accept it, work around it.

 

8. Spend recklessly.

The fact that money is easy to come by, and all it takes is one call to your finance head doesn’t necessarily mean the purse strings are left dangling. Increasing costs only put further pressure on your sales teams.

 

Eventually it gets passed on in the form of advertising rates. Markets react. The competition exploits the scenario and you begin to slip.

 

Spend, but judiciously.

 

9. Encourage Gossip.

This is one of the critical problems faced by companies across geographies.  Breeding contempt and destroying internal harmony is the only objective of gossip mongers.

Do not give them a ear, nor allow the others to. This is the only way they will stop.

 

10. Don’t Take Positive Criticism in your Stride.

There are well-wishers who may give you a tip or two. Accept it with grace for it may just make the difference.  Problems exist in your company and elsewhere too.

It is pointless believing you are in an Utopian world.

Face them, battle them and forge ahead.You can.

 

So, my friends, let this Festival of Lights bring you and yours, all happiness and prosperity, not to forget fresh perspective.

 

Wish you a very Happy Diwali!

 

By Jaisurya Das

 

Greetings and Welcome back to work, more work and Dear MxM !

 

Much festivity and food happened this Diwali, here at Pune. I suspect a lot of money that normally gets blown up with much noise and smoke actually got diverted to food, lights and shopping.

 

It is indeed heartening to see that we are probably coming full circle and it won’t be long before we step back into the oil lamp era.

 

Having said that, the Paris incident is yet another reminder of the new order. doctrines and guns flourishing across the globe destroying peace.

 

What is unfortunate is, that despite the amazing progress in almost very single sphere, we are still so vulnerable to a few who have been indoctrinated to exterminate without batting an eyelid.

 

I wonder if it’s time for the law’s of the jungle to be brought in to our lives. Try attacking one in a herd of elephants. It’s unlikely that you will see the light of day after that.

 

I am against violence and nothing will change that, yet such dastardly acts must be dealt with in a suitable manner. Mercy has no place in this battle.

 

Well, life must go on I guess, and as always, positivity holds the key to determined success.

 

So it doesn’t matter if the work isn’t interesting enough or the company’s terrible ; Just take a deep breath and believe that good will happen. Don’t lose sight of reality though !

 

And yes, before i forget, it’s important to know when it’s time to move jobs.

 

Ask if you lose your way. It’s not a crime.

 

So, without further ado, we move on to this week’s Q & A. A melange of questions carefully selected from our readers in Delhi, Mumbai, Bengaluru and Gurgaon !

 

Read on ….

 

I find that my back and neck hurt a lot after a hard days at work. I wonder why my organisation – which requires me to work on the computer for over 8 hours a day in the office and a fair amount of time texting on phone – doesn’t take care to educate staff on how to keep their back and necks in order. Shouldn’t there be a rule for that?

Hi! Thanks for writing in to us at Dear MxM!

 

You have indeed made a very valid point and i have more than one reason to agree with you on the need for preventive measures when it comes to health.

 

Quite recently I visited my orthopaedic surgeon who was telling me how occupational health problems are majorly on the rise. Every second person is complaining of either a neck or back discomfort.

 

This is further accentuated by the mental stress affecting young professionals.

 

While I certainly believe lots needs to be done in this area, it is indeed heartening to see that there are a handful of corporates that have taken the effort to minimise the discomfort to their staff.

 

Workshops, yoga classes, gym and spa breaks and more have been incorporated into the work culture.

 

Rules and diktats rarely work beyond a point so, Personally I would opt for more affable methods which will have a long lasting effect. Organisations need more sensitising to employee health and well being.

 

Are the CEOs and CPOs listening ?

 

I am an MBA, and am pretty excited by event management, but I was told that I will be wasting my MBA degree if I take up event management. Is that true?

Oh boy! Whoever told you that? Event Management is Experiential Marketing essentially and a professional qualification like an MBA can never be a waste.

 

However, any degree’s efficacy lies greatly in its tactile use and hence this is the challenge for most.

 

Event management is a super exciting career and I can say this with vehemence, having worked on large format events for over eight years.

 

There is hustle, there is bustle and immense thrill every moment. It sees adrenalin pumping and midnight oil burning like there’s no tomorrow.

 

One gets to learn practically every principle of management ranging from planning to managing to directing to controlling and what have you !

 

Today, events and activations are part and parcel of every brand story and is undoubtedly here to stay. Without doubt it’s a career that can give you lots more than just a job. It’s pretty much a lifestyle…

 

So for once, listen to your heart and go for it To hell with the rest !

 

Sir, why is that media organisations have dropped their training departments? Everyone expects students to get on the job running!

Good point! This is a serious area of concern which is unfortunately being ignored for some strange reason.Training is essential. Period.

 

Honestly, I am not sure if media companies have actually had the audacity to drop training, but probably have put it on the back-burner to cut costs. There is immense pressure on costs now given the state of revenues, and unfortunately its such developmental initiatives that face the axe or go “ on hold “ as the much popular term goes.

 

However, I completely agree with you on this and strongly advocate immediate steps to bring a training calendar back into every discerning media company,

 

There is a vast difference between costs and investment. Not many people understand this though, and that’s when all the trouble starts. Investments in Training and Development is essential both for performance excellence as well as employee morale.

 

Hopefully good sense will prevail soon. Amen.

 

I am a journalist. Last week at Diwali, I found my colleagues in the sales and marketing departments enjoying their holidays while I was working even on Diwali!!! Why this discrimination?

No discrimination really but readers expect the paper to be at their doorstep 365 days a year.

 

The 2-3 days that are non printing days in itself is cribbed about!

 

So quite simply the editorial department is indispensable through the year, and hence works those extra days in the interest of the paper’s audience.

 

Most media companies however give their editorial teams ‘compensatory offs’ basis these missed holidays and hence there isn’t any bias really.

 

I know it’s frustrating to be working when most of the office is holidaying somewhere, but the best you can do is console yourself by looking at the work you have done and the accolades you have got for your expertise.

 

Sales teams work pretty much in line with the market and hence if their constituents ( clients and advertising agencies ) are shut they wont work either.

 

Yes I agree, there ought to be larger editorial teams so people take turns during holidays etc but thats easier said than done. It costs a lot of money to employee people like you, doesn’t it ?

 

My advice would be to look at the brighter side of your work. There is a lot.

 

All the very best to you.

 

Thanks once again my friends for all the kind words. It is indeed very heartening to hear that you’re enjoying reading Dear MxM as much as we do, writing it for you !

 

As always, we are here because, we care. We honestly do.

 

We will be back next week, same space, same format but with “ Taaza ‘ Questions and ‘ Kadak ‘ Answers..Dear MxM because We Care !

 

By Jaisurya Das

Hey, it’s good to see you back with us on Dear MxM. To an incredibly

fun-filled  week ahead.

 

Someone quite recently asked me if I honestly believed print media would survive in India. I understand he was told by someone that there is a strange human being who calls himself a media evangelist.

 

After a good cup of coffee, I decided that it would be advisable for me to answer this gentleman. However, before I could even start, he threw the next one at me which was more than quite ‘in the face‘ material.

 

How are you going to survive when there is no media ? Who will you offer your services to, JD? What will remain to be evangelised? India wants to know!

 

You know, sometimes I think it’s advisable to have a drink rather than a cup of coffee. There is at the least faint hope that the discussion can be veered onto more mundane pursuits, such as the benefits of red wine, or some such thing. Yet, evangelise I must, since I believe in what I say, irrespective of its seemingly absurd reasoning.

 

The print media is slipping the world over, what with giants in the business falling over 25 percent in advertising revenues. There aren’t new readers and the old ones are fading away. Online and mobile technologies have paved the way for almost anyone to become a media owner and serve news.

 

However, in India, what sets us apart is our quest for news. It’s almost as though our lives depend on it, and the newspaper remains the most credible source to rely on.

 

Now this isn’t what I think, but it’s the majority, and that’s what makes the difference.

 

The newspaper is much like the toothpaste one uses. You’re not crazy about it, yet use it till the last squeeze! It’s a habit that you cant give up. Your day begins with it. Toothpaste and yes, the paper !

 

Most of the world may start their day with prayer but in India it starts with the newspaper ! Mood enhancer, dampener, companion, and laxative.

 

So much so that I once had an irate customer call me (during my stint at the TOI ) and tell me that he is suffering from acute constipation thanks to us shutting down for 48 hours. After five minutes of intense verbose display of emotion, Behram Mistry calmed down when I intervened to invite him to my office for a cup of coffee. I told him that this way we can have a more meaningful discussion on the pressure (!) he is facing.

 

He did come and I took him all the way to our press to show him what the problem was. He was thrilled and said when he finally left that i should be informing readers all these details along with photographs etc.

 

He said: “Arre, Mr Das, You don’t have brains or what. You know just carry photos of this problem with necessary explanation then readers will understand. Am I clear, should I repeat, Mr Das?

 

Yes, it’s crystal clear, Behram, my friend. I didn’t have the heart to remind him that there was no paper to inform the readers as he desired.

 

The good news is that, I heard that Behram de-pressurised the very next day when we were back at his doorstep. No suppository, no nothing.

 

Just pure newspaper.

Yes, The Newspaper is a Religion.

And religions don’t die.

They live on, no matter what the world think’s of it.

 

Take, Kerala, for instance. It has absurd circulation numbers for newspapers, be it the literacy or the sheer emotion associated with news, but, oh boy, do they sell!

 

You may not get your brand of smoke at the corner cigarette shop, but you can be rest assured that the newspaper will be available. There is passion, there is infinite interest, there are over 10 news channels and yet, the newspaper is staple diet much like the tapioca and fish.

 

Which is why sometimes it is advisable to forget logic and follow the heart.

 

In India, Newspapers are a Religion. Respect it.

 

After this longish introduction, I think it’s about time we get to the core of Dear MxM which is ‘Your Questions & Our Answers ‘. As always crisp and hot.

 

Read on…

 

Sir, I have worked in the media for 25 years, having started out as a sales executive. While I am doing reasonably well currently, the entrepreneur bug beckons. Many people have advised me that it’s not the right time to strike out on one’s own. What is your view?

Hi and thanks for writing in!

 

Honestly, I don’t think there ever will be a right time. There is always a swing as far as the market goes, irrespective of what business you are in. Business per se is so relative and hence when you feel you’re doing well, it could be terrible for someone else.

 

I wouldn’t really bother much with all that however it’s important to check how well your relevant target market is poised at the moment.

 

What’s crucial is what you offer to your prospective customers. Work on building a top class bouquet of brands or services which has the unique edge somewhere. Audiences react to niche now. You need to be exclusive, unique and flexible. It’s a buyers market after all.

 

Once you do have all this in place, then the time is right to go head on!

 

All the very best to you in your entrepreneurial foray.

 

Sir, please allow me to ask a second question on the same day: Why is it that pure content sites aren’t getting the kind of valuation which precariously built e-commerce services are able to attract?

We don’t normally take two questions but you are certainly convincing!

 

To answer your question: Human beings of this time, are getting more flirtatious! Do you and me flirt with news? No, we don’t.

 

The tendency to flirt with brands by browsing shopping sites and window shopping at malls are all a manifestation of character, flirtatious essentially.

Our basic primal instinct veers towards titillation of our senses.

One way or the other.

 

So, unlike what you may think, it’s not the strength of a business model as much as their ability to keep the audience at a constant high. So full page advertisements, to push messages on your phone and what have you!

It’s tough to stay away from temptation when you are made curious as a race.

 

Having said this, let me add that there is always space for a wholesome content model. Whoever thought for instance, that a simple model like news in 60 words could work so well. Quickie, as I call the inshorts app, is a perfect example of simplicity being such a great driver of consumption.

 

If you have a brilliant model, anything will work. Universal truth.

 

A friend in HR advised me that it’s impossible to rise beyond a point in the same organisation. And that I should look beyond the place where I have worked for the last seven years. What is your view, Sir?

No, this is nonsense. I can give you a dozen examples of people I know, who have stayed on, and have hit the top. So this isn’t really a factor at all for someone who is highly competent. Nothing limits competence. Nothing.

 

Yes, you tend to be taken for granted, if you aren’t in the news within your organisation from time to time. But that’s the whole point, isn’t it?

 

Today’s world expects you to outperform yourself day after day. Yes, there is no sanctity in legacy any longer. You are only as good as your performance yesterday ! Challenge is something that one has to brace for. This is the world and there are no shortcuts unfortunately.

 

Hopping jobs can push you up the ladder a lot when it’s done judiciously, yet there is a point when you hit the ceiling. That’s when the sieve is used.

Craft comes into play, else you fall right through.

 

Your work environment, quest for learning, your peers, leaders, all make the difference. This is what should drive decisions, and not pages of your calendar being ripped off.

 

My wedding anniversary fell last week, but my boss refused to give me a day off to spend it with my wife. I am very upset and want to quit the organisation. Am I over-reacting?

Oh boy ! Haven’t you heard of viral fever and gastrointestinal infections??

 

If it was so important for you (am happy it is !) then you probably needed a viral fever to hit you at the right time. Need I say more?

 

Honestly, giving leave or refusing leave is a very boss-led decision and there is no hard-and-fast rule. I do agree that companies and leaders need to be sensitised on personal events, and the need for people to spend time with their spouses and family.

 

Unfortunately, that’s easier said than done !

 

So forget about it, and celebrate when you have a day off. The date really doesn’t matter as much. Am sure your wife only wants to get enough time with you.

 

And yes, before I forget , once you are the boss, do approve all the leave requests you get for anniversaries, birthdays, festivals, functions, parties, ceremonies and funerals.

 

You will be popular overnight. Wish you both a splendid anniversary, though belated! God Bless.

 

So, simply enjoy yourself this weekend and do all the things that you want to do. To hell with what anyone thinks. It’s your life and your money, hopefully !

 

We shall go chill too and get set to come back,Thursday next with yet another edition of India’s favourite Agony Uncle online!

 

Dear MxM…  simply because, we care!

 

Inbox your questions to editor@mxmindia.com with Dear MxM in the subject line