Category: DEAR MxM

By Jaisurya Das

 

Greetings and Welcome to Dear MxM, this 50th week of Circa 2015..

 

Last week, I was at an Arijit Singh concert having a lovely time listening to this young lad crooning away on a cool winter night. My wife who is a big fan of his singing was rapt in attention while I looked around to visually entertain myself, scanning the audience environment from time to time…

 

Besides the aircrafts that came into land almost right behind the stage, what caught my attention were the flash bulbs going off almost every minute, one place or the other. Rather impressive, considering that singers don’t always make great models !

 

However, soon enough, one realised that it wasn’t the talented singer who was being photographed at all. This was the ‘ Selfie ‘ brigade at work, with synchronised regularity. It’s amazing isn’t it, how this little lens up front has changed lives. Almost everyone I know takes selfies. Vanity is back!

 

So much so, that the very moment you upload one onto social media, you have your friends commenting and ‘liking’ it . Interesting it is, considering all these years no one probably even cared to look at photographs this way…

 

I didn’t for sure, though one probably makes up for it now through the ‘like’ revolution ! I must confess though, that I still haven’t figured whether the ‘like’ only means ‘like’ or does it mean other things too….!

 

Anyways, I like it. So to hell with the rest.

 

This huge revolution is probably the beginning of a much larger social media-led generation of consumers. The possibilities are endless. I may want to test a face cream and ‘lo and behold’ I have a thousand people in every city who volunteer instantly, selfie post included !

 

The propensity to make oneself highly visible is a quality that marketers love, and sooner or later, leverage too. Undoubtedly social media has created a monster of sorts, an inclusive world where every move, every emotion must be shared. Soon enough the number of likes will control the way we shop, we eat and we live…Its already begun hasn’t it ?

 

Brace yourself, your life has just got all inclusive..

 

‘ I am ‘ ceases to exist ; What does is ‘ We are ‘.

 

Unity Is Strength I am told. Amen.

 

On that note, let’s hope you ‘ Like ‘ this week’s thought-provoking Questions from the cities of Mumbai, Chennai, Chandigarh and Hyderabad. We enjoyed answering these, as always !

 

Read on my friends…

 

I was just reading on this website that the marketshares of digital are going to catch up print by 2020. So does this mean that print media could be history by 2030?

I am not too sure personally if they would equal print in less than five years, however they will come very close.

 

No, print will not die for at least another three decades and I am certain about that. I can speak only about our own country and as I have said before, print is a religion in India. Regional press will only see increasing numbers, what with literacy rates growing in small towns and villages. No wonder then, that the largest-selling newspapers are Hindi and Malayalam brands.

 

Digital itself needs brick-and-mortar print to build audience and this is an accepted fact today. Do you seriously think start-ups and e-commerce firms would spend astronomical amounts to use print if it didn’t deliver?

 

Print will live on for a long time, believe me!

 

What according to you is more important for News media – Content or Sales?

Thanks for writing in my friend. This is honestly much like the pandora’s box and fuels much debate each time, yet what has to be said, must be said !

 

Content is the driver for media, news or otherwise.  It will always be, and sweet nothing can change that.

 

Having said that, I must add that the best of content means nothing unless its marketed well to its target audience. Sales and marketing are integral today to the success of any brand, be it Media, Music or Maggi!

 

Giving opportunity to sample your offering and providing opportunity to own it is a natural process a brand has to go through. There is no shortcut.

 

Consumers know exactly what they want and most often pre-decide on their purchase. This is the challenge the marketer faces today.

 

Yes, sales is critical and getting your act in this domain is of paramount importance. There is no point blaming the market, the economy and PM Narendra Modi each time.

 

High quality content coupled with a smart salesforce will give you nothing less than a winner!

 

Why is that large newspaper organisations aren’t able to innovate with apps like In Shorts?

Good question! Honestly, I think they can but they don’t, beyond a few columns of news briefs etc.

 

Couple of reasons for this in my opinion are:

a. There is the eternal fear with most brand extensions…  ‘Will it cannibalise our existing pie? ’

b. 175 meetings to discuss the concept and create a feasibility report. By which time you have several ‘in shorts‘ launched and downloaded !

c. ’ Where is the advertising model?‘  Sometimes it’s important to figure what it can do to help you in a million other ways..

 

From what I have seen, the digital world is lightning-paced and there is little time or patience to work around red tape or have long protracted discussions.

 

This world moves faster than we can imagine..

 

Newspapers will take a while to adapt to the sheer pace of digital media which is all about aggregation, one way or the other. Newspapers on the other hand are into segregation more than anything else !

 

This may not be the best forum to ask this question, but I don’t really know who to put this forth to. Can I request you to ask someone with adequate knowledge of medicine and give me a response. I was told the other day that the ink on newspapers can be toxic so the vada pav or bhelpuri that is wrapped or served in newspaper or magazine paper can be injurious to health. Is this true?

Unfortunately the answer is yes. Printing ink can be toxic and is not meant for packaging or consumption. For the academically inclined: Printing ink or Printer’s Ink as it is called contains hazardous chemicals such as Benzidine, Naphtylamine etc which are potentially carcinogenic. The hot oil from all the fried snacks we buy (wrapped in newspaper) can facilitate the seeping of these chemicals from the ink to the food.

 

Additionally, inks contain, pigments, stabilisers and photo initiators that speed up drying.

 

Children and senior citizens are more prone to get affected by these toxins and should avoid consuming food stuff wrapped in newspapers. Ideally, no one should.

 

Carry your own brown paper bag the next time you crave for that hot vada pav. You may just find it tastes even better..

 

So, avoid that snack and take good care of yourself..

 

Thank you my friends for writing in week after week…We honestly feel proud to be making a difference, no matter how small it may be.

 

We will live on, and as always, return next week , same day, same column, more complex questions and much more answers. For it’s, Dear MxM and we care !

 

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

 

By Jaisurya Das

 

It’s that time of the year when you go ‘Ho Ho Ho’ and get set to welcome the season of good cheer, great wine, greater food and yes, dear ol’ Santa!

Yes, Ladies and Gentleman, it’s the Season of Christmas!!  Enjoy it to the hilt with your family, friends and countrymen…

After all, the world today believes that ‘community building’ is the answer

Earlier today, I decided to go through my entire friend list on social media only to realise that I hadn’t connected with almost one-third of this list. And all this while I believed that I was good at keeping in touch.  So much for that…!

A very dear friend (from the media) landed in hospital earlier this week, following a scooter ride that went wrong. I was so appalled when I heard that barring a few old cronies like us, no one enquired or visited him.

He has several hundred friends on social media. I guess they ‘liked‘ this or wished him a speedy recovery. How does it matter how he really is? Nursing a broken shoulder among other things he wondered why social media is considered so personal and yet in reality, a stranger that we haven’t befriended till date.

I seriously wonder if this is community building.  If it is, I would much rather be in solitary confinement! Amen.

And the fact of the matter is, that it’s time to get to our Q&As for the week.

So, sit back and read on. For all you know, you may just find the answers you have been looking for…

 

My son wants to get into an undergraduate programme in mass communication. My husband suggests that rather than mass communication, he should do economics or any pure humanities course. He says mass communication can be done as PG. What is your view?

Honestly, if your son is genuinely keen on mass communication, then the best option would be to go for a professional degree rather than doing three years of humanities.

 

Today, excellent graduate programmes are offered by leading management and communication colleges across India. I have personally seen the curriculum at some of the best colleges, and they are extremely comprehensive and can compare well with even a PG programme.

 

Additionally, placement opportunities also exist and hence students can take up jobs, be self-sufficient and then opt to study further down the line. This then gives them a complete view of the industry both from a theoretical and a practical perspective.

 

I must add that my own daughter is finishing her graduation in media studies (majoring in advertising) and I have seen what the three years have done to her perspective and approach to a variety of subjects. So, while some may say call it a bias , I believe my views are more empirical, rather than impulsive.

 

However, If still in doubt, then it certainly makes sense to wait and go through a normal degree programme and then decide ahead.

 

All good wishes to your son for a great career in Mass Communication.

 

Sir, I read your answer to the ink of newspapers being toxic. So if newspaper ink is hazardous, TV screens emit radiation and spoil your eyesight, ditto with computer screens… so what do we do?

Thanks for writing in with yet another pertinent question!

 

Let me at first clarify that LCD and LED screen DO NOT emit any radiation, harmful or otherwise. They are perfectly safe for viewing and there is no cause for concern whatsoever.

 

The comparison between newspaper’s being used for edible substances and TV and Computer screens hence may not be appropriate. None of these screens ruin your eyesight.

 

Eye strain and symptoms like dry eye and floaters etc are caused primarily by the duration of time one stares at a screen or an object.

 

It is important to look away from the monitor or screen from time to time coupled with looking at distant objects, every few minutes. This ensures your eye muscles are not strained and will help keeping your eye moist and comfortable. I am sure your ophthalmologist will concur with me on this advice.

 

Additionally a lubricant for the eye can be used couple of times a day in case you already suffer from a dry eye syndrome.

 

So go ahead and read your paper (don’t eat in it!) watch that TV show and have a lovely time..

 

Contrary to what people may think, a roving eye is actually a smart eye!

 

Is it a wise thing for a newspaper to cut its cover price to attract more readers?

Why not? Finally a newspaper is a business as far as the owner is concerned and as long as you can make it viable, it’s a win-win situation.

 

The reader gets the copy cheap and the paper is still profitable thanks to its advertising. Simple model. No rocket science really.

 

The trouble starts when the advertising revenues plummet for reasons of market slow down or lack of strong sales teams etc. Or more recently, the proliferation of options in online, allowing advertisers to flirt with a new medium at low cost.

 

For the record, cutting cover price was an initiative taken first by a leading Indian business daily where readers were invited to try the paper on its best day, at half the price. The response was phenomenal and many subscribed for just that one day. Soon the price drop was extended to all days of the week save the weekend. And soon enough this brand became the clear leader in the segment and paved the way for media wars using price as a weapon.

 

The rest is history.

 

Personally, I see cover prices going upward soon, since most papers have seen a drop in advertising volumes affecting their profitability.

 

Hence, at the risk of losing a few copies (only helps cost control!), cover prices will get revised upwards to bring it to a sensible price point.

 

Either way, it’s important to keep reading that newspaper. Amen.

 

The other day I heard that most Agony Aunt questions are faked. Are Dear MxM questions for real? If you answer this, I will believe that yours aren’t! Hehe.

Well, well ! Now, our very existence is being questioned. Hmmm.

 

I must confess that this is partly true, however essentially in columns that focus on biological needs (uff!!) desired and otherwise. In these columns one tends to find a question or two that are planted for reading pleasure!

 

I must confess, this has been done at Dear MxM too, but only the first column every season since the inbox stays empty till we actually publish one or two issues. Post that, we have been fortunate to have a steady flow of questions and mails coming in week after week.

 

This inflow amply covers our requirement, and in fact, we are unable to carry the entire lot in a given week.

 

Having said this, I must add that we most often, have to rewrite a few of them, but purely for reasons of grammar. Additionally, we ensure that no question is truncated to protect its essence, no matter how incisive it may be.

 

I do hope I have clarified your doubt. If you’re not convinced then so be it.

 

Simply because, we are like this only 🙂

 

Thanks friends for being with us, week after week ! Means a lot.

Go soak the raisins in the rum and bring on the cheer for before you realise it, Christmas will be here!

Have a fun weekend and take good care of yourself. See you next week, same place, same day with new questions and ekdum fresh answers !

 

And yes, keep writing in at editor@mxmindia.com with Dear MxM in the subject line.

 

By Jaisurya Das

 

Hello and Welcome to this ‘Christmas Edition’ of India’s only online counsellor in the advertising and media space: Dear MxM !

 

As 2015 draws to a close, It is pertinent for us to gratefully acknowledge all the affection and good wishes you have given us all these months. Thank you, readers, for making us a part of your lives. This is our raison d’être.

 

I love this season; Christmas is when the tree comes to life, with the family painstakingly decorating it almost ritual like..

 

Friends giving you rum cakes and initiating the “to hell with the calorie” season.

 

Yes, it’s Christmas, my friends. And I so wish, we had Christmas more often than once in the year to keep the spirits high with resounding laughter.

 

Interesting isn’t it, how this season is celebrated beyond the much touted frontiers of religion, caste and creed. It doesn’t matter where you are from, whether you belong to one faith or the other. All that matters is whether you want to have a lovely time with family, friends, food and fun.

 

The ‘Hindu‘ shopkeeper sells you the decorations, the talented chef from the ‘Islamic’ faith makes those mouth-watering dishes and dessert comes from your ‘Christian‘ friend..

 

Now read the sentence above once again. Doesn’t it sound complex? Isn’t it so much simpler to forget all these man-made differentiators, and enjoy all that comes your way this season. After all, it’s the season of good cheer!

 

Yes, it’s Christmas my friends. Celebrate it to the hilt.

It’s not just about the resurrection of Christ.

It’s about life…

 

And yes, before your dive into the festivity here is this week’s questions (one all the way from  Melbourne, SFO and Aamchi Mumbai!)

 

Why is there such a schism between the ethics of journalism taught in schools, and the journalism practised in the real world?

Hey mate ! Thanks for writing in all the way from Melbourne. Feels good to know that we are read in Australia too.

 

While your excellent question is indeed pertinent, I must confess that i don’t know of anything that goes by the book, save the institutions of learning…

 

Essentially, the environment or lack of it makes the difference. No amount of theory or mocks can simulate work in a live environment. To top that, pressures of the world come into play initiating the practitioner into the real world as you called it.

 

Working on a live newspaper or TV channel is a different ballgame and rules get re-written by the hour. What is important finally is quality content that is delivered in time. How much can theory predict ? How much can it re-create ?

 

Remember, on the ground, it’s finally you versus the story!

 

It would be hypocritical on my part to say that there isn’t a schism between the academic and real world. Indeed there is. But that’s true of almost every stream. In reality we are human, we make the world what it is, real or otherwise!

 

Hence, if we need change with strict codes of ethics practised then it ought to start at home, and with us!!

 

Sir, if you were to ask Santa Claus for a wish for the Indian media sector, what would it be?

I would ideally like to give Santa Ol’ boy a wish list but since that isn’t an option, then it would certainly be to create 1000 new advertisers in each metro and mini-metro.

 

This would greatly ease the pressure on the industry and allow them to work on improving their brands and giving back more value for the same buck.

 

With more and more advertisers using BTL, social media and the like, revenues have taken a dip across Print, TV and Radio. On the other hand, overheads have shot up considerably thanks to salaries and other payouts being substantial. Licence fees, Carriage fees and the like all have made it a tightrope walk, so much so, that the media sees a huge number of burn out cases at the top and middle levels.

 

Investments in content and the like are withheld and the readers and viewers are forced to consume the same quality of content.

 

Yes, the market must expand and new advertisers must be created soon. I wouldn’t be surprised if there is a major shake-out in the next few years. Consolidation will certainly be on the anvil and that will then force the consumer to toe the line, no matter what is dished to them.

 

Santa dear, are you listening????

 

Hey, I am an NRI living near San Francisco. I would like my daughter to intern in a newspaper in India as a journalist. But no one seems to reply to me. Who do your editors think they are? No decency to even reply!!!! No wonder India is still a Third World nation.

Hey, thanks for wiring in from SFO, but these are harsh words my friend.

 

Let me ask you a counter-question before I answer yours: Why do you want your daughter to intern with an Indian newspaper that has editors who don’t reply ? Moreover why in India… it’s a third world nation, after all, isn’t it ?

 

And at the risk of sounding harsh myself, let me answer your question on who our editors think they are…. They don’t think my friend. They know who they are. Others know them as well.

 

Which is why it’s important to do some fact-finding before you jump to conclusions. At first, let me tell you that it’s not the responsibility of the editor to screen and take on interns.

 

This is managed entirely by the Human Resource department and they are the ones you need to connect with regarding any internship request. Your daughter can write to them with her credentials and request for the internship in the department/ section she is keen on.

 

Not all establishments take on interns irrespective of where they are from, and all are treated equally whether they come from the US or a third world nation!  Decisions are taken on academic excellence and work done, when it comes to interns.

 

And, yes, my friend from SFO, do take sometime off, to read about India, our economy and all thats happening. It will help build your perspective and understanding of what makes third world nations rock ! If not anything, you may just feel patriotic. QED.

 

All good wishes to your daughter! Jai Hind!!!

 

I just realized, its just a week before we welcome the year 2016 ! I wonder if all of you feel the same way but for me, 2015 flew past, but well.

 

I don’t like saying these things, but as always, what has to be said, must be said ….

 

So, just go burn it! How the hell does anything else matter ? 🙂

 

Merry Christmas everyone. Have a hic-hic hooray time but do call that cab when you’re ready to go home. On that note, it’s sayonara till we meet next week to bid adieu to 2015. Same space, different questions and completely different answers.

 

And yes, before I forget, keep questioning us at editor@mxmindia.co with ‘Dear MxM’ in the subject line! 

 

 

By Jaisurya Das

 

Greetings and a Warm Welcome to this last week of 2015, a year that seemingly went by faster than normal.

 

A year which has seen epic battles in the social media and internet space. Battles over internet ethics, equality and the like. From internet.org to Free basics we have seen it all! It’s interesting how social media has been adopted by a host of brands as the primary marketing medium, relegating the brick and mortar to the back burner.

 

I wonder though if this makes pertinent sense considering that serious brand choices don’t seem to be taken courtesy social media, from what I have seen and experienced. Indeed, it’s a good reminder medium and does help in registering recall but not too much more. Most of us still buy thanks to the print, television and online mediums.

 

Yet, clients want maximum focus on social, irrespective of what category they are in. Advertising agencies grapple day in and day out to deliver ’x‘ number of pageviews to their client. A number which means nothing more than a random number of people, who have presumably seen the page. The age old dictum of seeing is believing doesn’t hold good though 🙂

 

Are they the target audience? Will they buy? Are they prospects for future conversion?

Sadly, there is very little credible data to back any of this.

 

Yet, competence in delivering page views, would determine the duration and comfort of the client-agency relationship. How does it matter if the agency has excellent strategy for the brand or has used all its planning skills to create a formidable marketing plan?!

 

May be it’s time to bring back media-multiplier and evangelise how effective print + television has been in comparison to television or print alone.

 

Social media is exceedingly powerful. Be social to it, but don’t expect brands to be built by the society alone. It takes more…

 

Traditional + Social can build and sell effectively.

 

Let them work for you. In tandem.

 

Having said this, it’s about time I go beyond the monologue and jump straight onto our last set of questions for the year 2016.

 

Ladies and Gentleman: Presenting our answers for the first time in a 53rd week in a calendar year.

 

Do read on..

 

Sir, my new year resolution for 2016 is going to be to watch less of all the fights on news bulletins. Why can’t we have some fresh thinking on the format?

Hey, thanks for writing in to Dear MxM.

 

So, I gather you’re all set to switch channels and wean yourself from the din of news… It’s a catch 22 situation believe me. You want the action without the masala, but you forget that food gets insipid without the liberal use of spice!

 

I must confess that I keep cribbing about some channels despite visiting all of them quite unabashedly. It’s finally about what entertains, what informs, and what empowers me with conversational material.

 

And contrary to what the intelligentsia says, entertainment is critical and of primary importance.

 

After all, news is ‘right in ones face’ through the day, like it or not. Having said this, yes, formats must change but that can  happen only when we become mature consumers of news and analysis. Often pure news is considered ‘so damn boring‘ that soon enough the channel loses ground in ratings.

 

Think of it my friend; It’s tough to find a format that can deliver news and entertain, all in one.

 

And unfortunately, that’s was the world wants!

 

So if you do have a solution, I am waiting to hear about it. It may just be the answer that will change the way news is presented on television.

 

And yes, till then, happy viewing.., Mirchi Masala et al.

 

Sir, I’ve found that portals like Instagram and Facebook actually leave a lot of room for strong storytelling… unlike what I consume in print. Do you think there is scope for a print edition borrowing from those digital formats?

I am reminded of the days when satellite television was coming into the Indian media scene, in a big way and there was this whole bogey about it signalling doom for print. Media soothsayers predicted complete annihilation of the publishing business, but in reality, it was merely a dent made in advertising revenues. Magazines were probably the most affected since time was crucial for consumption and that got divided between print and television.

 

Far far away in South Africa, a medical doctor who ran a large newspaper group (Caxton) Dr Noel Coburn thought differently when faced with the same challenge. He propounded the left brain theory and explained (using his medical acumen) how TV is a left brain activity and print is a more immediate medium absorbed by the right brain.

 

Hence to reach and be retained, advertisers will do better using a combination of Print and TV rather than only Print or only TV. The rest is history. Today, his newspaper group is one of the largest in the African continent. I must add that I have had the honour of meeting Dr.Coburn and discussing neural networks and how they work and respond to stimuli. Amazing lateral thinker he is.

 

I know I have digressed from your question, however it was important to give you a perspective of the macros of media.

 

Yes, there is major storytelling in any visually strong medium, be it Facebook of Instagram.

 

Our brains respond to visual *stimuli easily and we draw our own story maps basis what we see.

(*It may interest you that it takes all of 750 milli-seconds to identify what we see!)

 

The online social world is largely self-propelled, and it is we that make it exciting for ourselves, and our community, With the newspaper, it is about formats, journalists and editors who decide what goes and where.

 

Maybe, it’s time we have a graphic newspaper. I must add that, two of us from the industry (we run a consulting company together ) actually worked from scratch to set up a new magazine in the city of Hyderabad for a business couple. The concept brief was really brief, and they essentially wanted a pictorial magazine brought out in true international standard. Audience was to be the creme de la creme of the city.  The entire product is just lovely photographs and is event-led. A glossy pictorial Page 3 in magazine format.

 

Five years later, ‘You & I‘ is a household name in Hyderabad, and people vie to be featured in it.

 

Graphic media brand is Possible.

 

So, the field is open. We have tested it, and it’s a live example. Indeed the challenge is to make it interesting and ensure high degree of interactivity that is today the mainstay of the online world.

 

If you’re launching a graphic-led media brand, we would be more than happy to help!

 

Storytelling is an art. If you can do it well, nothing else matters.

 

Some years back, I had heard that Digital OOH was a big draw, especially TV screens at retail outlets and even housing complexes. Is that still a profitable business?

That’s a question you should be asking Ishan Raina! He powers the largest firm in this business. To be honest, it’s a medium I never understood or believed in.

 

I somehow couldn’t fathom anyone actually standing and watching this display while they were shopping or travelling in a lift with 15 others!  Yet, presumably this medium is good and it’s just that advertisers didn’t get enough bang for their buck.

 

OOH (Digital Out of Home) was probably too early for its time.  Audiences needed to get over their latest toys like their smartphones and attain ad-exposure maturity.

 

No, I can’t imagine it being profitable unless you have a phenomenal number of screens and advertisers to match it. And if it is profit-making, I would love to see the Economics!

 

Sir, I do not understand terms like P/L, PE ratio, etc etc. Do I need to know all this to make a career in media sales?

Do you actually think you need to know hieroglyphics to write a letter ?

 

Ok, jokes apart the answer is No.

You don’t need to know, however it helps knowing what these terms mean.

 

The assumption I am making here, is that you are the kind, who would do your homework before you pitch to a client.  Deciding on who is prospect would be significantly easier, if you had an idea of how their company is performing.

 

Now, these are the indicators you will find in their P/L (Profit & Loss) statement. The P/L summarises the major heads of revenue and expense and presents the declared profit before tax, after tax etc.

 

If it’s a listed company, the P/E ratio is a good indicator of overall performance as well as its ability to build shareholder value. By definition the P/E ratio is the ratio of a company’s share price to its per-share earnings.

 

If you are confused reading all this, then you can be rest assured you’re on the right track my friend. Go out there, use your craft and sell like never before.

 

What finally counts is YOU, not a ratio !

 

It’s that time of the year, when we throw caution to the wind and party like never before… Yes, party and party hard but do take care of yourself. Have a fun-filled eve with family, friends and enemies alike. After all, it’s the last time you’ll see them this year !

 

And yes, it makes great sense to take a taxi after that party. Don’t forget, there are thousands of policemen, cabbies and others sacrificing their celebration, just to give you a safe new years eve, all the way back to your doorstep. If not for yourself, do it for them.

 

And for God’s sake , please don’t drink and drive !

 

Believe me, there are easier ways to kill yourself..

 

Here’s wishing all my readers an absolutely brilliant New Year !!!! Much happiness, good health and prosperity for you !

 

God Bless and see you next year, same day, same space !

 

Do keep those questions coming at editor@mxmindia.com mentioning ‘Dear MxM’ in the subject line.

 

By Jaisurya Das

 

Holy Cow! It’s 2016…

 

Ladies and Gentleman, here’s a very warm welcome to a wonderful year ahead with your favourite buddy, Dear MxM in Season 2.

 

I certainly did, with much ale and pasta, laced with some insipid and horrendously jarring programming for the eve. No wonder then that most people want to head out into the storm of traffic and air laced with alcohol and revelry!

 

Marvellous job the new traffic head in my city did, right from campaigning against drinking and driving at all the major pubs to floats with crash-crumpled vehicles at important intersections. And ‘on your face’ this campaign was, and rightly so! Am sure this saved over a hundred lives.  Tip my hat to you Mr. DCP for truly establishing the supremacy of ‘on the ground ‘ campaigning.

 

On the ground it’s a different ballgame and the odds are tough but there is little wastage. Aspiring marketers and brand managers must face reality on the ground. White boards, cabins and jargonistic strategy are good internally, but no more. Sales takes effort, more like burrowing skills, and experiential thinking powered by the marketplace. Nothing else will do.

 

But then it’s the era of the mobile. So, one will have to app-iffy these ago old doctrines and get them in sync with current user/ consumer behaviour unless of course you can work on the audience themselves.

 

And this is where the functioning of the brain and neural networks will come into play !

 

Just as forecasting is a bygone era, so is understanding of audience, no matter how sharp a shooter you are. Your legacy means nothing. All that matters today is your relevance and ability to deliver today. Yes, the audience isn’t predictable anymore and they flirt with all that comes by. Age cohorts, preferences, character matches and MHI (mean household incom ) are of no relevance any more and have been long reduced to rubble.

 

For instance, how is it that the average teen can text, listen to music, eat a bowl of chips, and study on the laptop all at one go and yet seem coherent ?Try doing all that, just the thought will tire us out. No, its not age, it’s brain and they way it is programmed. 

 

Marketers grapple with this kind of clutter and yet have to be ‘in the face‘ for the brand to sell. Sustainable audiences are a thing of the past, or so it may seem!

 

The answer is loud and clear and understanding of the brain is critical and will assume more and more significance as time goes by.

 

Wake up to this new reality now, or possibly never!

 

On that note, it’s time we get to this week’s Q&A where you ask and we answer!

Read on my friends…

 

 

I work with a leading media company and am considering doing an executive MBA Programme. But I am told that an EMBA is of not much use and only a full-time one is worthwhile. Your view, Sir?

Thanks a lot for writing in to Dear MxM, where we attempt to find method in the madness that is life.

 

This is not really true. An executive MBA is certainly considered as an additional qualification and in fact the bulk of the professionals who enrol for these programmes are company-sponsored.

 

As you may know, it’s highly unlikely that a company will sponsor someone for a programme that makes no difference to their work.

 

Having said that, it’s important that this is done from a college or institution of learning that is worth its salt ! Finally, it’s about what is taught, how you learn and how you decide to take it ahead into your professional life.

 

Yes, in comparison to a full-time MBA, there may be a difference but that’s what executive education and learning is about. I must add, that I have screened many MBAs who aren’t a patch on some who may have only the executive education to back them.

 

Go ahead and do it, buddy. Just ensure it’s from a leading management institute that believes in imparting quality education. All good wishes to you.

 

I have been offered a job in Mumbai out of my college placement. But the salary offered doesn’t allow me a decent home. What’s the point of working? Why are media folk paid so low?

At first, my congratulations to you! I agree that media ought to pay more at entry level, however this is pretty much the case with all industries. Advertising, as you would have noticed, is also low at the entry point.

 

It is indeed tough to balance budgets in a new city and more so Mumbai where accommodation costs the earth. Yes, it’s a matter of time before you move up the salary chain and earn a handsome packet to look after all your needs.

 

I haven’t yet figured what the rationale is, for low entry level salaries, but I assume the industry has a valid reason for doing so.

 

So, media folks aren’t really paid low but yes, at the entry it’s much lower than what is ideal. As far  as your second question is concerned the answer is with you..

 

There is no point in anything we do, unless we believe, it will do us good !

 

Sir, at what stage of your career did you think that media is what excites you? What made you think you will do well in the media?

Hey, thanks for writing in to Dear MxM !

 

That’s an interesting question! While it’s all very ‘cool’ to say that media excited me from Day 1, the fact of the matter is that it took a couple of years before I could say that this is it!

 

So, this is my ‘ calling ‘ happened in Chennai when I was elevated to a team head (when I worked with an industry leader) and realised that my professional existence is now more than just about me.

 

I believed that I should be able to share and impart some part of my craft to my team and this is when the business suddenly looked exciting…

 

Yet, I know, so many people who were super-excited, the moment they set foot into our industry. So there isn’t a time frame, Its all about adaptability, maturity, tenacity and a whole load of patience.

 

To answer the second part of your question; I really didn’t know I would do well, and this remains unanswered even after three decades in this industry.

 

What really is the definition of doing well?  I have always been baffled by this question!

 

It it about earning huge sums of money? Or is the title and all that goes with it? Or is it to have you spoken about often?

 

I really don’t know since ‘doing well’ is a relative term and has several connotations 🙂 So, yes, nothing told me that I was doing well in media, In fact, I would love to know whether my career is defined as ‘doing well’.

 

Actually either way it’s fine. I had a lovely time and I still enjoy my involvement in this industry.

Nothing more matters. Amen.

 

I was vacationing in Ahmedabad recently and loved the city. But I don’t know Gujarati and am bad with languages. Does this mean I can never move to any city, other than my own?

Oh boy, this sounds almost political …whoever gave you this warped idea, my friend !?

 

India is probably one of the significant nations, when it comes to mobility of its population.And language hasn’t been an impediment at all across states.

 

Please don’t be diffident, my friend. Go ahead and move to any city you’ll do great even without the local language. After all, it’s finally about you and your adaptability !

 

Let’s look at our PM Modi for instance ; He probably travels more than most pilots do and yet does phenomenally well to represent our country. No language, nothing. Just human connect that the hallowed corridors of power haven’t seen. Hats off to this level of international bonhomie.

 

No, I am not in Mr.Modi’s PR team, nor do I have anything to do with any political party but it’s just so apparent that it needs mention.

 

Be yourself, be human and leave the rest to your environs. All the very best to you in your new port of call! God Bless.

 

It’s wonderful being in a new year that holds much promise for all of us. Sometimes all it takes, is a page turned over in the calendar to make you feel the sunshine ! So bask in it my friends while the universe gives you the best it has to offer.

 

Be happy, be well.

 

Till the next week then, it’s Sayonara !

 

Your questions are just a week away from being answered…

 

All it needs is a mail to editor@mxmindia.com with ‘Dear MxM’ in the subject line!

 

Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India. The views expressed in this column are his own.

 

By Jaisurya Das

 Hello and welcome to a wonderfully hap-hap hooray week !

Quite recently, I heard a gem from the man with the flowing robes, Sadguru Jaggi Vasudev who was in conversation with actress Juhi Chawla…

 We don’t realise he said, that the most important thing in ‘life’ is ‘life’ itself!! It’s so true when you think of it…

 Most of our lives are spent on aspiring for, and acquiring symbols of success, be it cars, houses or fancy jobs and then one fine day, nothing else but one’s existence matters. The dichotomy of life, witnessed each day of our infinite trudge through what we call living…!

And, somewhere in the midst of all this, good cheer and laughter disappear….

Smiles become increasingly artificial and conversation’s stilted with nothing beyond the customary exchange of pleasantries. Everything becomes a task, so much so that, even spending time with your own assumes the role of a time slotted task! One more tick off your daily calendar.

Lot of this rat race is the negativity that lingers in the air we breathe.. We wake up to the mayhem in our world, followed by the world at large, day after day. It can be quite tiring you know, and what is worse, is that our eyes and ears will soon only recognise this sombre genre of news and information.

 If it’s sad or horrible, then it’s for me to know… Appalling isn’t it? But this is exactly how most of our lives are lived now. Negativity attracts negativity, unfortunately. Stop. Think. We don’t need this any more!!

May be the time is just right for a ‘sunshine take on news’, the flip side of life and news around it…

It felt nice to see my good friend Pradyuman Maheshwari (who also spearheads this site) is now partnering a venture that powers ‘Happ Post’ which as the name suggests is an app whose raison d’être is good news! Simple, unpretentious and yet has great intentions. I am still unclear though, on ‘how and what’ they define as happy news but thats alright. Am sure soon enough, one of us will figure !

All the best guys ! May ‘Happ Post’ bring us all good tidings.

You know sometimes, the simplest of things can have the largest impact.

And, on that simple note of happiness, we shall dive into the Q&A for this 2nd week of 2016.

Enjoy reading it. We do, each time, every time….

Would it be right to say that the kids of today aren’t disciplined as we would be 20-30 years back?

Ha! Now this a question I like, though there is a strong chance that I shall be under major flak from my own children.

Having said that, to be honest I don’t think that is right. It’s more about adapting to the world around them that makes them seem disobedient. Peer pressure is at its highest now, and whether the children agree or not, they are all guided by their circle of companionship.

So, whether it’s going for a really late night movie or attending ‘that friend’s’ party and sleeping over, it’s about being ‘in with the rest of the gang’.

Two or three decades ago, things weren’t the same. ‘Gangs’ were smaller, more sedate, and rarely did anything that wasn’t time tested. They were

And even if all that was in place, there was really no place to go!!!

 Discipline is relative, and hence tough to elucidate here, yet safety and well-being is a major concern that needs to be addressed through frequent communication with children.

 And, yes, just as they are trying their best to adapt to the madness that is life, it’s important we as parents/ elders adapt as well to current times and our lovely children. God bless them all, always.

 

I live in Shillong and a music writer. While the rock scene rocks here, I am told you hit it big time only if you are in Mumbai or Delhi. Please advise

You have a point there, though I wouldn’t restrict it to only Mumbai and Delhi. Plenty of other cities like Bengaluru, Chennai, Goa, Kochi etc have given birth to fantastic bands and musicians.

I am aware of Shillong’s penchant for rock, yet it may not be a great market for you long-term from a career perspective. Hence it may be a good idea to check out other cities as well.

This could also work in your favour by opening up opportunities to write for other genres besides rock.

You would obviously be dabbling already into other areas and a move may give you enough exposure. Additionally you would get an opportunity to interact and work with varied musicians.

I mention this, since most bands write their own music in India at least. I may be wrong but this is the impression I have, having interacted with a few bands and musicians.

Hence, if I were you, a trip to key music markets would be in order. Spend a few days, connect, soak in the music , the environs and the culture. Soon enough you will have your destination in place. And once you do, don’t think. Just move !

Mobility is an important catalyst for growth.

 

Why is it that the business models in media are so warped that salary levels are so low?

Wait a minute, my friend ! Whoever told you that media business models are warped. If this were true, India wouldn’t be home to one of the largest media groups in the world

Or for that matter several groups who are very profitable and have very strong business models too…

Salaries aren’t great, yet not frightfully low. This is as much as I will agree with your view, my friend. Yes, salaries can get better and am sure they will considering how they have grown in the past decade.

This has lots to do with the economy, the propensity to spend on marketing, the wealth to do so and the demand : supply ratio.

With the kind of population we have, coupled with the humungous number of professionals we throw up year on year, it’s not surprising that earnings haven’t matched the greater developed continents! Get 50 of the top US companies into India and I can assure you that in 24 months flat they would be revoking their global compensation policy.

Give our country a chance! Give it the patience and faith you have in greener pastures and believe me, much will happen.

 

Sir, Do you see a greater consolidation happening in digital agencies? Please enlighten us.

No, I don’t . Digital is on a good trajectory and there is no reason why the smaller agencies can’t do good work and complement the larger players.

Consolidation, in my opinion, is most often a side-effect of a shrinking marketplace. In the current context there is more than enough room for everyone to co-exist and prosper.

Yes, such a move can happen when India attains a decent enough level of digital maturity which would mean a couple of years for sure.

Having said this, one would probably see a few instances of mergers and acquisitions in digital akin to SVG buying out the Indian’s business of Komli Media last year, but I don’t expect this to change the fortunes of the smaller players.

 

Not a bad start for the year, what say? More cheer, more apps and more things happy….

 

So, put on your dancing shoes and take on the year with a smile ..

 

And yes, do take good care of yourselves till we meet next week … Au Revoir !

 

Meanwhile, you can mail us 24/7 at editor@mxmindia.com with ‘dear mxm’ in the subject line and we would be more than happy to answer your questions !

 

Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. The views expressed in this column are his.

 

By Jaisurya Das

 

Allo and welcome back to yet another edition of Dear MxM, unarguably India’s most candidly funny counsellor! May the force be with us. Amen.

 

Quite recently, while researching my pet subject cognitive neuroscience, I came across some fantastic recent insights into what the few decades hold in store..

 

‘Neuromarketing’ is slated to be the ‘Holy Grail’ of marketing and advertising in the future and contrary to what you ay think , the future is already here! So the quicker we all adapt to it, the softer will be the blow.

 

Whoever thought for instance that  ‘confabulation’ would upset the apple cart for brands time and again… but that’s the truth.

 

‘Confabulation’ in psychiatry terminology is the falsification of information and creation of stories to fit into gaps that occur from loss of memory etc.

 

Almost all current research methodology focusses on either personal interviews, focus group discussions or surveys, all of which are highly dependant on the respondent’s answers.

 

That’s where ‘confabulation’ takes centre stage, leaving the unsuspecting researcher churn all this data, run fancy algorithms to find patters than govern purchase decisions and action.

 

Unfortunately. once these brands are on the shelf, nothing of this sort takes place and the consumer is as indifferent as ever. The answers are rarely found. It’s the ‘fill in the blanks’ in the consumer’s mind that defies logic, algorithms and marketing excellence.

 

And this is where behavioural economics and ‘Neuro-Understanding’ hold the key.

This isn’t a rhetorical strategy. It’s highly researched methodology coupled with deep understanding of the brain to give accurate answers. These are the signals we are going to look for, be it an advertising campaign or a brand launch exercise.

 

Ladies and Gentleman, the future is here. Don’t ignore these signs, for if you do, it will be akin to what the brilliant astronomer Galileo Galilei said much before our time ….

 

“ I do not feel obliged to believe that the same God who has endowed us with sense, reason and intellect has intended us to forgo their use “

 

So, cerebral kept aside for the moment, its Q&A time with write-ins from Chandigarh, Lucknow, Mumbai and Hyderabad this week.

 

Read on friends, read on!

 

Sir, I am just a graduate with an excellent track record. I am now working. Do you think it will help if do a postgraduate programme in media?

Why do you sound so diffident with a graduation under your belt? It’s all finally about the individual. Yes a good degree helps at the point of entry more than anything else. If you have a good track record and you’re happy with the work you’re doing, there is nothing else that you need to worry about.

 

Having said this, a postgraduation (from a reputed institute ) will build fresh perspective and probably give you a strong academic foundation to your work ahead. Yes, it also helps get you a better break with a good company. But do remember a PG is not life-changing and the only thing that can make a vast difference is You !

 

At the risk of sounding repetitive, ‘Master the Craft and the Career will Follow’. Sweet nothing can stop you.

 

All good wishes to you for a highly successful career ahead. Walk head high, my friend !

 

My wife and I are journalists. I have been urging her to continue her work as she earns twice of what I do and I will sit and manage our kid… like in the Raymond ad. But day after day. My wife says that Indian society does not accept the concept of “house husbands”. Sir, I don’t know if you answer such questions in Dear MxM. But please do….

I wonder if your inspiration was the ad campaign or was it for other reasons?

 

All the same, you are absolutely right and there is absolutely no reason why a husband can’t take over the house and all duties associated with it. Yes, it’s not customary, and does not conform to old school thought, but how does it matter?

 

The important thing is, for both of you to be happy and share responsibility, growing with the good and ‘not-so-good’ times. I can assure you, that Indian society will accept this quite soon, and even if they don’t, it’s not going to make any difference. The society doesn’t run our lives. We do.

 

If you ask me, It’s quite unfortunate that a good journalist like your wife is constrained to stay away from her calling, all to fall in line with stereotyped thinking. I do hope the imbroglio is comes to its logical end soon.

 

I wish the both of you all happiness ahead.

 

Sir, your website has statistics proving that magazines have de-grown in the last few years in terms of advertising spends. I work with a leading national newsmagazine. What should I do?

Well I would imagine, you are already facing this reality every day at work. Yes, globally the magazine market has taken a steady beating over the past decade.

 

Contrary to what people may think, this isn’t about the genre or quality of one magazine over the other. It’s the entire segment which has seen its advertising move to television and the online space.

 

Magazines as you are aware, is essentially a leisure medium that demands a fair amount of time. Hence with the advent of satellite television and high speed internet, spare time got divided between several mediums both active and passive. The obvious fall-out were the magazines, since the other two were far more involving and provided infinite variety to quench the desire for change.

 

Hence, to be honest I wouldn’t remain in this segment too long since, it may deprive me of the challenge and excitement of a more fast paced market.

 

Moreover, in your case it’s a news magazine which is a genre that is nearing extinction.The interest in long analytical stories has dwindled and media today is about delivering short, crisp bits and bytes of information to keep the consumer’s informed.

 

Move on, my friend. You have a life ahead of you.

 

All good wishes for a great media career ahead!

 

Sir, since you worked with leading media groups, I want to ask you this question: are film awards rigged? Please answer truthfully.

Ha ha. Answer truthfully, I believe! What gives you the impression I don’t?

 

Let me at first clarify, that by working in a large media house, one is not necessarily involved in any of their industry awards. Yes, I have worked on several large format events that included awards and contests, but fortunately miles away ( in spirit ) from the hallowed judges arena.

 

But more importantly, why are you complicating my life, young man? I mean, I have a rough time answering complex questions already, and the last thing I need, is to get one of those Shoaib Akhtar missiles coming straight at my solar plexus!

 

Jokes apart, that’s a smart question buddy!

 

To be honest, I have no clue as to what really happens behind the scenes. Popularity is a major factor I would imagine, and this can skew even the jury’s thought process.

 

Having said this, I must add that all contests and awards across the globe face the same criticism and this normally originates from nominees and their brethren, who haven’t been at the receiving end of an award or fame.

 

Personally, I would take a lot of this kind of buzz with a pinch of salt, though, yes, sometimes the powers that are, can be ‘spot on’ in predicting the list of winners at some of these ceremonies.

 

And, yes, the sixth sense is a powerful tool too, or so I am told. And if nothing works, just redo the maths. Now, that’s what I call the smart sense!

 

Simply, have a splendid weekend with much fun and cheer I say ! Not to worry folks, we will be back next week with much much more. And yes, all this will be for you..

 

Dear MxM ; Only because we care !

 

And yes, do inbox us with your questions on editor@mxmindia.com with ‘Dear MxM’ in the subject line and yes, I promise to read every single question. We honestly do !

 

Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India. The views expressed in this column are his own.

 

By Jaisurya Das

 

And we are back..! ‘Avanti‘ to the inimitable Dear MxM, the flipside of counselling!

Much patriotism was seen this January 26 with the tricolour splashed all over town.. Cars, toys, apartment blocks, offices and streets all proudly displayed our flag. Felt good indeed!

One also saw a few distraught faces in the crowd later in the evening, who I understand hated this day despite being patriotic! I had reason to agree with them when I figured their grievance… It was a dry day! So much for celebrating the Republic….

India’s come a long way hasn’t it? We’re one of the fastest growing economies of the world and that’s amazing progress! And to think for long our country was only known for its elephants and strange men climbing up ropes that danced to their tune… !

No wonder then, that a world leader in Neuromarketing has pitched tent in India. I was pleasantly surprised to get a connection request on LinkedIn from its Asia head a week ago.

We followed up with a long chat on phone where we discussed fMRI studies, Eye-tracking and EMGs like they were neighbourhood buddies! Felt good that there was finally someone who understood the greek I evangelised time after time for the past decade.

Yes, this isn’t a PR forum but I can’t not mention that Neurons Inc. believes that India has potential and that our consumers will finally be deciphered through Neuromarketing techniques.

While I wish them all success, I must remind them that the Indian consumer isn’t easy to figure unless you have phenomenal gut and experience in this market. You may need a champion to hold your hand for this market that can be treacherous, indifferent and yet prove to be the biggest treasure you ever found. Tread safe, tread well, my friends!

The time has come for us to delve into the unknown, the infinite mind of the Indian consumer…

It takes more than normal research. You need gut and expertise for the future.

 Think, think hard. How much do we really know of the human brain?

 Let me without further ado take you through this week’s Q&A from the cities of Kochi, Mumbai , Chennai and Hyderabad…..Pretty dominated by the South, eh ?

 Simply read on, I say….

You and MxM readers may call this a very stupid question but the anonymity of this forum allows me to ask this: My colleague and I travel on the same bus and sit alongside on the bus as well as in office. I find that he has had a bad cold for over a month and thanks to that I also keep sniffing and have had my round of cough-and-cold. I would like him to sit away from me, but that will mean that I will have to involve the HR/ admin departments. Sir, what do I do?

Well, well! Quite an unusual question indeed. I didn’t ever imagine the common cold would be a centre point of HR controversy ! Wonders will never cease I guess.

So you do what is obvious! Change the bus 🙂

Well, if you can’t, then it may make sense to carry a mask with you and wear it the moment your colleague sits next to you. This may be a simple yet effective signal to him to keep off!

If he doesn’t buy that he’s indeed a tough nut to crack, hence go onto turbo, and get him a mask too!

God forbid he’s a serial infector, the only way left is to carry some cold medication with you and probably start sniffing eucalyptus and such wonders of nature once every hour.

Sorry, no more! Get the damn guy here and we will poke some sense into him. Amen.

My final placements are happening, and I find that many companies are paying very bad – especially ad agency and news companies. What should I do, Sir?

Hmmm. Am not sure if you’re completing a Bachelor’s/ Master’s programme but, yes, I know what you mean. Either way, compensation needs to be commensurate with effort considering what the grind is like at good colleges.

I am guilty of hiring many smart kids from leading institutes at salaries often less than what they deserved but that’s what company policy demanded!

Nothing is lost however, and it’s prudent to start being pro-active and applying directly . Am sure with a bit of research you will armed with a good target list.

If not, let us know and we would be happy to give you a list of the companies that could be prospect.

There isn’t anything to be diffident about. Walk head high and let those CVs roll! Soon enough, am sure you’ll be deciding on which company to accept 🙂

Do well, my friend. God Bless.

Sir, for the last three months in my new job the only time I get to meet my boss is when I am organising coffee for him. And this is at least five times a day. Shouldn’t organisations have some rules on what kind of work they should give to entry-level professionals?

To be honest, this is a question I could very well answer in two simple words; Move on!!

Oh boy! Yes I know what this feels like. I have been privy to people asking me to measure their waist in order to get some bunch of trousers altered to go over that mighty abdomen!

Yes, I cringed too each time and yet toed the line for a short while. Beyond that I decided I won’t take it any longer and went in search of my calling…

I was fortunate. I had the audacity to leave all that mattered to life overnight, and start from the basics. Soon enough I realised that all that meant nothing. As long as you have craft, the world will make room for you!

If making coffee is what they expect you to do, it’s obvious that they don’t mean business. And such an environment breeds nothing but coffee, if at all !

Don’t think twice. It doesn’t matter if you get no time with your boss. He in any case doesn’t know what he’s doing! Go for it buddy …

Nothing will stop you. All the best friend !

Sir, my office has relocated to a place where there are many coaching classes. One teaches French, another teaches German and a third one offers a Part-time MBA. What course do you think is advisable for an ad-sales professional with 5 years experience ?

Hey! That sounds like an interesting neighbourhood.

If you’re planning on working in Europe then one of the languages may certainly help but within India, a foreign language is unlikely to add a fillip to your career.

Hence, undoubtedly the part-time MBA would be a better option, provided of course, that the institute is reputed and has a strong academic focus. This learning will certainly add to your practical expertise and provide you with an easier point of entry when you move jobs.

It also comes in handy to add such qualifications to your CV since they are valued even for appraisals within your existing company.

However, like I said, it’s important to check the credentials of the Institute before you invest your money and time. More so in view of the huge number of ‘fly by night’ academic institutes that keep popping up in some part of the country !

Well, the long and short of this, is that learning will always hold you in good stead.

Go burn it!

 

Not to worry if you haven’t got one of those awards this Republic Day; There is much to celebrate in life and its happiness is as simple as recognising this…

So, just go and have a fantastic weekend and yes, we will be back next Thursday with a taaza edition of ‘your friendly neighbourhood’ agony uncle !

 And till then keep questioning us at editor@mxmindia.com !

 

Jaisurya Das, the maverick media-evangelist, eats, sleeps and romance’s brands. His cerebral consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India. The views expressed in this column are his own.

 

By Jaisurya Das

 

Namaskar and Welcome to this edition of Dear MxM!

 

A couple of days ago, an acquaintance asked me a few questions on my childhood. My place of origin, and other seemingly mundane details of life.

 

I told her I come from Punnayurkulam. Someone had to, right?

 

Seeing her expression, I realised how some people consider all this as significant even in today’s time… Where we come from, where we belong, what language we speak etc are questions still of paramount importance.

 

And yet, we gloat about how location-neutral we are, how well we blend with new cultures and how all of us now belong to a connected world. I guess all this is only for the books and social media, and in reality its is a completely different. 

 

This brings me to my favourite subject, brands and how familiarity plays such an important role in the purchase / consumption decision. Hundreds of brands are launched every week and they vie for space on shelves, and a niche in the human mind.. The marketers eternal battle!

 

Novelty is a major driver of consumer interest today and probably the reason behind the popularity of e-commerce sites, yet when it comes to purchase, the consumer looks for that fragment of familiarity; Be it colour, shape, design, content, advertising or just a recommendation from a friend.

 

Browsing through hundreds of pages on shopping sites is a common pasttime now, and yet when it comes to hitting the ‘buy’ button, it’s most often about what we are familiar with in one way, or the other.

 

Well, that’s the way the brain works, and hence prudent for brand manager’s to to build familiarity in all that is novel !

 

How can this be done one may ask…?

 

Here is where I draw a line…. I can’t tell you that since thats my raison d’être at work 🙂

 

Anyway, for the time bring, we must move to your Questions and our Answers, as always  ‘on the face ‘ each week.

 

Dear MxM; Read on…

 

Qs this week, from the cities of Delhi, Mumbai and Chennai:

Shouldn’t it be mandatory to have resident doctors in media organisations with employees above a certain number? People don’t get the time to visit a doctor given pressures of work, and they neglect their health. Possibly group of organisations should come together and offer this as staff welfare. Actually not just media organisations, but all organisations! What is your view? Is there a legal view? Shouldn’t the municipal corporation also make provisions for doctors in office areas too?

Thank you, my friend, for such a pertinent question. I completely agree with you on this.

 

Today, stress levels have accounted for both acute and chronic conditions in professionals across industries. One the most common nagging problems is the lowering of immunity thanks to indiscriminate use of OTC (over the counter) remedies.

 

You would be surprised to know that the bulk of medicines dispensed by quite a few chemists across the country are non-prescription drugs. These most often include antibiotics, pain-killers, cold and cough syrups etc that are bought with basic usage instructions from chemists etc.

 

Soon enough, the patients/ customers become immune to a lot of antibiotics resulting in secondary infections which doctor’s struggle to contain.

 

While there are legal requirements when it comes to factories etc, there isn’t anything that is rigid when it is regarding corporate offices. Yes, some really large organisations have an infirmary and a visiting doctor but rarely a resident one. I guess the logic being ‘we will cross the bridge when we reach it ‘. And, yes, if the employee has a problem, there is always a referral/ approved hospital to take care of them.

 

Prevention is the answer,and this requires medical professionals. It’s not enough to have a first-aid box or a nurse manning your sick bay. No longer. The viruses aren’t the same, the bacteria doesn’t respond the same way, lifestyles are horrid and medical ignorance is still rampant.

 

Corporates, industries, governments need to do the extra bit for people. Don’t forget they make you what you are. Provide them with the best care. They deserve it.

 

I am a graduate in mechanical engineering from a leading institute. Somewhere during my course, I realised my true calling was copywriting, and I switched to advertising. But often I am ridiculed by people who say that I have wasted public money because I didn’t use the knowledge of my engineering degree. Tell me, Sir, do I need to feel guilty? Have I committed a crime? I have started doing social service to atone for my sins… but is this career switch a sin?

Social service is a good thing to do! I wish I could do more than the little I do now…

 

Ok, now that apart, let me ask you as to who is feeding you with such rubbish? This is your life we’re talking about, and if someone actually believes that making a career choice is a sin, they ought to buy themselves a new copy of a dictionary!

 

Far from it my friend, and I can tell you from my own experience ; I moved from hotel management to frontline sales (blatantly telling people that they are likely to be sick all their lives, if they didn’t drink purified water etc…) and thereafter to the magical world of media.

 

I never looked back after 1987 when I started my career in media. For some strange reason, I did well, quite well apparently, and went on to handle profit centres, brands and all other such fancy sounding responsibilities.

 

In fact, you’re actually saving someone’s money since you realised quick enough and am sure you’re more than thrilled to be writing copy with a careless abandon!

 

Keep mastering your craft at copy and write copy like no one did. And before you realise it, the career will come asking for you.

 

Trust me, this happens. And yes, keep the social service going. Its extremely fulfilling.

 

All the very best,my friend.

 

I was asked this question at an interview on who I think is the best English news reader in the country? Frankly, I don’t respect any of them. What is your view?

I am quite curious to know what your response was to this question 🙂

 

Honestly, this is a very relative question, and it really depends on what persona the viewer carries and expects from a news anchor.

 

Personally, I believe we don’t have great anchors now, since most of them are now de facto business heads of their respective channels. I often wonder what is more significant today, revenue or news ? Thin dividing line. No offence meant to anyone. I am a diehard marketing person and yet believe strongly in the power of content.

 

Having said this, I think I have to give it to Arnab Goswami! No, I don’t like the cacophony of his  predictable annihilation of the guests in the newsroom yet, this man is quite something..

 

He is a tremendous performer who knows his job. He has to push viewership at any cost. He does it with a brutal élan that is more than unique. Audiences switch channels and then bounce back to him since they know a fresh controversy is being raked up. Often from nothing, yet wielding a double edge sword each time.

 

This isn’t his persona. He is soft-spoken and quite unlike the Arnab we see. Yes, he’s a performer with interesting talent. Having said this yes, I would love to see a new breed but can we create them !

 

The other day, a friend in the marketing department of a channel told me that the reason why channels air entertainment shows with regressive themes is that because the public like them. Is this true? Can we not ‘train’ the minds of the masses to like good quality entertainment? Does entertainment have to be vulgar?

Your friend has a point here. Generically, readers and viewers tend to veer towards drama, controversy, domestic discord etc when they need entertainment. It’s really not about being vulgar or crude but more about the kind of stickiness a program can create..

 

Any channel for that matter, needs high viewership in order to monetise their audience through advertising. Hence, it is fairly obvious that programmes that command high TRPs  ( Television Rating Points, the Unit of measure to tabulate viewers preference/ choice of programmes) end up as favourites of the advertisers and consequently the channel.

 

Good quality entertainment does exist and is aired too. It’s just that we don’t know too much about that, since we rarely tune in when they’re broadcast 🙂

 

Audiences can be given great fare, but honestly are they takers ?

 

You need the melancholy, the intrigue, the discord and the deviousness as part of their day’s quota of entertainment.

 

So, it’s best we sit back, smile, and enjoy the wonderful world of marketing and how it can change the way we think, we read and we watch. Amen.

 

Well, all good things need to come to a logical end. In this case, the week’s done !

 

We will be back however with much much more next Thursday, same space . Meanwhile do have a fabulous weekend and eat yourself silly 🙂 Its good for the spirit.

 

Take good care of yourselves and see you soon !

 

And yes, before I forget do inbox us on editor@mxmindia.com with ‘Dear MxM’ as the subject. We will read each one of your questions no matter what !

 

Ladies and Gentleman, we do hope you enjoyed reading this weeks edition of Dear MxM. As always we would be more than happy to hear from you with your feedback, comments and suggestions ! 

 

Jaisurya Das, the maverick media-evangelist, eats, sleeps and romance’s brands. His cerebral consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India. The views expressed in this column are his own.

 

By Jaisurya Das

 

Yes, Thursday it is, and time for a fresh edition of Dear MxM, unarguably the most widely read counselling column that India’s Media and Marketing folks can call their own! Thank you, readers for giving us this niche in your heart. Your positive feedback on the series on neuro-understanding is indeed heartening and yes this will continue, in deference to your wishes.

 

I am not sure if you’ve heard, but a legendary print brand has been laid to rest. RIP ‘ The Independent ‘. With barely over a 60,000 copies sold it was inevitable, I guess.

 

I wonder if it’s a result of poor marketing or just lack of foresight but it’s a certainly an important lesson to learn. ‘Content is king’ is the mantra today and yet brands come crashing down like a tonof bricks!

 

The answer is simple. The audience isn’t the same despite their physical characteristics. Much to the surprise of practitioners, the neurons in the human brain are reinventing themselves rapidly in their attempt to adapt to the changing world.

 

Evolution will ensure we have no extras and organs like the appendix do not exist in the future.. Fingers that are adaptable to incessant texting, eyes that can focus on a brightly lit screen and skulls that can take larger sized brains are all inevitable. I wouldn’t be surprised if even menstrual cycles begin and end the same day to avoid any downtime.

Today, even puberty is attained well before we thought ideal. Maybe it’s just evolutions way of ensuring early childbirth (if need be!) and seamless adaptation to the environment. Yes, these are my views and I firmly believe in them.  Life has changed, and we jolly well accept it.

 

And, believe me, it won’t be long before we forget how we lived in the past and what the world was like.  Memory in the human species is good but limited to the broad aspects and not so much when it comes to details.

 

All of us when prodded for detail, end up filling the blanks with instantly created information, and then soon enough, we believe in that. Our memories work with complex algorithms and are always linked to some other aspect . This seamless instant linking is the essence of recall.

 

It’s fascinating to see how it works. Do spend a few minutes to think how often this happens to you.. We make up little bits of information, fill the spaces and later believe in the new story we just created. That, then becomes the entire episode which we believe is a result of our amazing memory.

 

Interestingly, this is the social animal we are trying to market to, without estimating how complex they actually are. Unfathomable! It’s much like a million apps running highly complex algorithms all at one go, for even a simple activity.

 

Hence, ladies and gentleman, do not leave home without a hearty breakfast or what I term Brain Meal! The brain utilises over 20% of our energy needs/ day, despite contributing to only 2% of our body weight. Hence overnight is long enough and it’s imperative to feed it first thing in the morning to ensure optimal functioning.

 

I do hope to fill you in with more news from the ‘ cerebral side ‘ of town but for now, let’s move on to your questions and our answers for this 7th week of 2016.

 

Read on, my friends, Read on….

 

I am an executive with fair exposure to advertising and marketing content. I am considering an MBA abroad/India in marketing. But I hate maths and econometrics etc. I am told marketing is good to do but it’s all very numbers- and data-driven these days. And one can rise faster only with fair comfort and proficiency in data and research. My questions to you:

a. Can someone who detests Maths and all stuff that requires numerical proficiency go far in marketing?

 

b. Is there stuff that I can read and figure whether this is something I am interested in and I can do well? Any book, Internet links etc?

Thanks for writing in, my friend. I can seriously sympathise with you on maths, since I barely managed to scrape through all this at school!!

 

Having said this, I did come to terms with all this at various stages in my life as a marketer, brand manager and an entrepreneur. Fortunately, the amazing genius of human engineering, the calculator ensured I faired well! I wonder why they didn’t allow me to use one at school…I would have had a happier childhood!

 

Now to answer your questions…

 

But of course you can do exceedingly well in marketing without being a numerical genius. Yes, understanding finance is an advantage but that’s not something that you can’t manage, even if you detest mathematics. I say this from experience. I can handle P&L accounts and Balance Sheets with ease and they actually make a lot of sense to me too. I hate numbers though.

 

It does make sense to adapt yourself to reading numbers and numerical data but that doesn’t mean you have to proficient at putting them together. At work in a marketing environment it’s empowering yourself with data that’s significant, and not how well you calculate! Yes, being a number whiz can help to a certain extent to speed up your presentations and sales dockets but it’s not imperative in my opinion. Marketing craft is the challenge. The rest will fall in place.

 

Research is a given now in a marketing environment but it’s more qualitative now and will  increasingly be cerebral, hence the number game will be relegated to the books! Don’t detest numbers or get attached to them. It can give you sleepless nights.. ‘Numerimares’, I call it!

 

Yes, is the answer to your second question. There are loads of books you can read on marketing, some bigger than the other. So, from a Peter Drucker to Al and Laura Ries… all speak the same language. A good start (ignore the name!) is ‘ Marketing for Dummies ’.  Brilliant, simple and gives you the works. Get a newer edition. Available online for sure.

 

Post that, may be ‘22 Immutable laws of Marketing’ by Al & Laura Ries. Another simple, brilliant book by this pair. Their one on branding is legendary too.

 

This is enough reading to interest you. Don’t worry, you’ll enjoy it!  Still in doubt? Mail us @ Dear MxM and we would be happy to advise you.

 

My mother tongue is Bengali, but I can’t read and write the language. I have been living in Mumbai for the last 15 years, and haven’t ever felt the need to be proficient in the language beyond speaking. For my profession (I am a journalist), do you think it’s good to know how to read and write?

Am not sure I have understood your question completely, but for the moment I shall assume you are a journalist who isn’t employed with a Bengali publication/ channel…

 

Besides the positive emotion of being proficient in one’s known mother tongue, it really isn’t a necessity unless you are working / want to work with Bengali media. In this case, it’s definitely a pre-requisite!

 

Personally, I feel knowing to read and write a language will always hold you in good stead, no matter whether it’s your mother tongue or otherwise. I would have loved to learn more than what I know, but never got to doing it.

 

If you have the time and inclination, do learn. Learning empowers!  All good wishes to you for your career ahead.

 

Why do we find so much inefficiency and corruption in our private sector media companies, and why is that the owners condone all the mess that happens.

Now that’s a strong statement my friend ! I don’t think one can generalise in this manner. Yes, there are instances in a few companies but these are exceptions to the rule.

 

I must add, that this is true of any industry and loopholes to beat the system are exploited by one smart cookie or the other! Having said that, the situation isn’t as bad in professionally managed firms who have tighter controls and are not typically owner-driven.

 

I would to a great extent blame the owners themselves since they tend to be lax with basic protocols and don’t follow them either. This results in the wrong message being passed down the line. Owners tend to treat the company as their own proprietorship firm and hence financial regimen is ignored.

 

Prohibitive costs are incurred to keep their ego well-massaged and this cascades to become a huge drain on the company. Chartered air travel, hotels, luxury vehicles are all part of this persona that they carry. Yes, this is fine if the company is doing well and business looks good. However, it doesn’t stop here and such cost is incurred even when the chips are down!

 

Now, this is being unreasonable and grossly inefficient . On the one hand, the company takes cost-control measures eating into various things and on the other, the owner splurges as though it’s a blue chip enterprise!

 

Corruption etc is yet another fall out of corporate inefficiency and mismanagement wherein constituents tend to strike deals with suppliers etc to satisfy their greed. Controls are critical and so are protocols and this is the only way to ensure it’s a well managed firm. Owners can’t really do much but condone since most often they don’t have the mind-space to get into the micros.

 

Yet, these things mean nothing, if it doesn’t apply to all, principal shareholders included.

 

The advertising agency that I work with has this celebrated creative guru as its head. In fact I joined this agency only because of him. But since the “hi, hello” I got to do on the first day and some exchange of pleasantries there has been no interaction. Now this CEO is so busy with his own thing that he doesn’t inspire anyone to stay on. Can you please help ? Should I move elsewhere?

Now, that an interesting one!

 

I completely understand the way you feel yet, you must know it’s virtually impossible to spend time with everyone when you are in a high pressure environment. Hence, I wouldn’t really blame this Ad guru for not finding time to mentor you… unless ofcourse mentoring is priority 🙂

 

Having said this, let me ask you what you looked for when you joined this agency? Was it just the celeb ad guru and his persona or was it to work with his trademark agency?

 

This is important to understand. Is it really the man who is important or his legacy, his excellence, his work ? Does it really make a difference whether you meet him once or a hundred times as long as you are exposed to his creative expertise?

 

Do or don’t you feel good about learning in this environment or is it just another job and having him around is the only advantage? I doubt it! If he’s that good, am sure the work the agency does is equally interesting and of a high order.

 

The decision is really yours, my friend, but do read my response to your questions more than once.

 

It not anything, it may give you another perspective to learning itself.

 

Remember, even legendary advertising and marketing professionals are as good as they’re work yesterday . This is the environment now.

 

They adapt and continue to excel… and you ? Think before you leap

 

All the best!

 

Jolly good weekend to all of you! Now, stop getting so excited… We are returning next week, same day, same space but with newer questions and taaza answers.

 

Well, thats our job isn’t it? Dear MxM because… We care, we honestly do. 

 

Keep writing to us with all your questions at editor@mxmindia.com with ‘Dear MxM’ as the subject…. and do mention the city you currently live in !

 

Jaisurya Das, the maverick media-evangelist, eats, sleeps and romance’s brands. His cerebral consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India. The views expressed in this column are his own.

 

By Jaisurya Das

 

Ladies and Gentleman,

 

Sometimes silence speaks a thousand words….

 

Dear MxM salutes the spirit of the brave officers and jawans who have laid down their lives for our safety and peace. May God give them eternal peace.

 

This isn’t the time for ramble. Join me in praying for their families who have sacrificed their loved ones for our cause, our India.

 

Jai Hind. Jai Jawan.

 

Our Q&A for the week :

I will be graduating in journalism this year, and I am told that I must learn touch typing and shorthand. Is it really that important?

Oh boy! This is a new one. Is that your institute diktat? If so, feel happy you’re graduating and will soon will be out of their hallowed corridors.

 

No, my friend. Be rest assured that the lack of knowledge of these skills is not going to slow down your journalism career. Journalism is about creating and disseminating quality content, and has little to do with how it was put on paper/ screen.

 

Don’t ever waste your time acquiring these skills now. Focus on your core craft and get that to be formidable. Nothing else matters. I have always believed that craft will always find its space.

 

Nothing can ever stop that. Not even shorthand or typing ignorance.

 

Welcome to the wonderful world of media! Own it my friend. God bless.

 

Am adding this with permission from our dear Contributing Editor: While it’s not that you can’t be a journalist without the knowledge of touch typing, you’ll experience the difference when you can type with all your fingers (and thumbs) without looking at the keyboard. I often give the example of driving a car looking at the steering wheel as against looking at the path ahead. Well, that’s an incorrect comparison – no lives will be lost if you don’t know touch-typing, but I would strongly recommend that you learn it. As for shorthand, you can develop your own short forms etc. I see many journalists using digital recorders/mobile phones to record statements even at routine press conferences. It’s a pain to transcribe, and easier to look at your notes when filing the report. I still remember being able to record longish court proceedings thanks to a basic knowledge of Pitman’s shorthand. – Editor

 

One of the big problems in television news media today is that they take sides in stories. Now there is nothing wrong if you openly admit that you are Pro-Congress or BJP. So why don’t our newspapers do that?

True that, but it’s quite upfront with quite a few newspapers isn’t it? Some take the neutral stand more often but that’s more for commercial interest I would imagine.  Governments also power revenue for the newspapers, be it in the form of advertising or political advertising during the elections or paid editorial. It’s important to realise that newspapers have to be profitable too and it’s not just about delivering news to its readers.

 

Whether it’s the Congress or the BJP, the newspaper has to do its job, both as an entity to deliver news and analyses as well as to be a commercially successful venture for the principal shareholders.

 

Hence, take these things with a pinch of salt my friend. Don’t forget life is all about ‘you scratch my back and I scratch yours’ and hence it’s important to remember that life is to be celebrated and not wasted on editorial analysis.

 

In the financial services sector, many firms insist that many employees take 15-odd days compliance leave. Why don’t we have this in all streams of media?

Hello and thanks for writing in to Dear MxM!  This is news to me ! I didn’t know of a statute that rules management staff having to take 15 days compliance leave. In this sector like most others, long leave is in literal terms ‘earned leave’ and is credited to the employees leave account after each year of service.

 

Having said that, I more than agree with you that a decent break is important for media professionals too. More than the system, I would set the onus on the heads of departments/ editors etc since it’s for them to realise the importance of giving an annual vacation to members of their team.

 

This, contrary to popular belief actually, does invigorate the individual to perform better on their return. It’s a different matter that in a lot of corporates (more so in India unfortunately!) leave means nothing more than staying away from the office premises. The employee is made to be on call 24/7 and to answer queries ranging from ‘ By the way where is the key to the file cabinet?’

to ‘Hey! How’s your break man… Have fun buddy. Incidentally, do you by any chance know when the appraisals interviews are happening?’.

 

So, to answer your question in one line: question the people, not the system!

 

I was reading the Madison forecast recently on your site. Print is doing very well as per that report. So why do people say that print is dying?

Good question, my friend!  The answer is simple. We ape the west in more than one way, and unfortunately even their fears are passed down to us. No, print isn’t dying that easy in our country.

 

Long way to go! I am not suggesting that print will survive any tide but it’s sure going to weather the next few decades well. India is one country that still believes in its roots.

 

Strange as it may sound, the newspaper is part of the Indian fabric and no other media can deliver this quality of weave. Yes, I am biased. I am an Indian and proud to be one!  Print penetration has a long way to go and we are only going to see higher growth in the smaller markets in proportion to increase in literacy. Don’t forget, literacy is still measured by the knowledge of the alphabet. Print.

 

Yes, print will die, but not before 2050. I am ready to stake my life on this, and believe me I am going to be around for a very long time!

 

Ladies and gentleman, in true western spirit it’s time to say Au Revoir!  Have a splendid weekend and take good care of yourself.

 

And if you haven’t figured the importance of eating two nice carrots every morning, then you haven’t figured a thing yet! Carrots are good and they have beta-carotene and stuff which are good for your eyes…..! 

 

Reading this column week after week may result in undue corneal stress. The consumption of foodstuff high in beta-carotene is recommended. This communication is brought to you by ‘ The World Carrot Federation ‘ .  While you’re at it, do mail us your questions on editor@mxmindia.com with Dear MxM in the subject line.

 

Yes, Dear MxM is now open to ‘in-column’ advertising and promotion. Mail us for further details. As you can see, we get carried away by trends ! It may however be noted, that our soul isn’t for sale. Dear MxM; Truthfully yours week after week. Sweet nothing will contain our candidity. Amen.

 

Jaisurya Das, the maverick media-evangelist, eats, sleeps and romance’s brands. His cerebral consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India. The views expressed in this column are his own.