If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/
Q: By acquiring the India licence for Esquire and Hollywood Reporter, the RP Sanjeev Goenka group is bucking the sentiment that magazines are dead. Any words of advice to the group?
A: There must be a strategic reason for RPSG Group’s acquisition of India licence for Esquire and Hollywood Reporter. Your observation about the dwindling fortunes of magazine marketers, both in circulation and advertisement revenue, is generally correct. This is a worldwide trend including India except a few titles, here and there.
What is still working for the magazine business is experiential events and digital/ native content in partnership with brands.
The two titles acquired by RPSG Group are well-known globally and if relevant edit content is created with well-known journalists/ experts on the subject and branded experiential products are created around the persona of the brand, an appropriate provenance can be created for them.
It all depends on how an ecosystem of value driven content and contextual environment can be created and a community based cohort can be served. Then an innovative monetisation would be possible. I believe that a brand can be a sunrise product in a so-called sunset industry. What say, Journalist sir.