Tag: Dear MxM

By Jaisurya Das

 

Cognitive function and fundamental understanding is obviously lacking in a majority of our voices. Appalling to say the least!  Ladies and Gentleman, thank you for coming back to this edition of Dear MxM. #demonetisation has taken its toll on unaccounted wealth, sleep rhythm and much more. What surprises me however is the sheer lack of depth in looking at the macro picture.

One positive comment and you are branded pro-establishment and a #modi bhakt… So be it. The fact of the matter is that no other PM has ever created such ripples across the globe and yet back home, it’s all considered propaganda. Ironical isn’t it?

We love using the megaphone when we complain or demand equality in financial distribution and yet on the ground we have no hesitation in condemning this move. A dichotomy that I can’t reason with.

Sometimes comment is futile. It’s best to sit on the fence and watch while the people who matter get their claws sharpened for the next kill. For me this is epic and I am in awe of such carefully orchestrated strikes.

Many more to go or so I gather. Amen to that.

 

I guess it’s about  “Pudhe Ja” (move ahead!). The  current anthem of Maharashtra must be respected and hence the cut to our Q&A for the week. And this time I take immense pleasure in welcoming our new readers from Cuttack, Kozhikode and Aurangabad…

 

Hello, My friend works with a startup in the media space which one hears is going through some tough financial times. While my friend wants to continue with the organisation because he loves the work environment and he says he is really learning a lot, I have been advising that he should move on. But he says it would be incorrect to do so. What would be your advice?

Thanks for writing in to Dear MxM, my friend!

In my opinion, the target picture here is your friend’s passion and dedication to the startup more than anything else. If he sincerely has the passion and the will to make his dreams come true, he ought to stick on.

But if his being there is a half-baked effort to make a pitch for that distant pot of gold and the rest is the fine art of dramatisation, my advice would be to leave and at the earliest.

All startups have hiccups save the blessed few and financial issues are the most common of them all. It’s important to gauge conviction more than anything else. The future is unknown for mankind and nothing will change that.

Soothsayers will come and go but there can’t be another Nostradamus. Let him introspect and listen to his heart truthfully. The rest is immaterial.

 

I recently quit my organisation as a senior executive, and have chosen to take a sabbatical as I want to travel and see the countryside. It’s something that I have been planning and had even told my boss. However, after quitting, all my friends and even my workmates think I have been sacked. How do I correct this incorrect impression?

Why bother correcting it? Does public image bother you to this extent?

You are on a sabbatical for your good. Stop worrying about what people think of you or the break you’re taking!

Sabbaticals are great learning and allow you to think beyond the apparent. Allowing the mind and body to reboot and refresh is critical and there is no better time than a break.

Just sit back, soak in life and forget about everything else. It’s important to be selfish when it’s required. A sabbatical is one such time.

Have a wonderfully relaxed phase and come back with renewed energy that can take on the best!

 

I have done my engineering from an NIT and have got into an MBA after that. I am interested in marketing, but am at the crossroads on whether I should get into advertising or marketing. A visiting faculty said if I get into an agency, I will get hands-on experience of working with multiple marketers. What is your view, Sir?

Well, it all depends on where you want to go. This is much like the Cheshire Cat in Alice in Wonderland. It’s obviously important to know where you are headed before you decide on a path.

Personally, I would think the broader marketing would be a good start before you zone in on one facet of it. Advertising per se may limit the potential use of your engineering background. If you so believe that you can present an interesting blend of engineering and management to the workplace, then marketing would be the best option..

While advertising is very much a facet of the marketing mix, it may not be holistic enough to use all your academics at entry level.

Get into a broader marketing role and then the niches will open as you go along.

All the very best to you in your pursuit of excellence!

 

I rely a great deal on my reimbursements, but all of them have been delayed because of the demonetisation. My office has said it will be delayed by a month, because it has also not been receiving money from circulation. Do you think the company is being unfair or is there really a crunch due to the demonetisation? For instance, why can’t they just give Sodexho vouchers. or recharge our PayTM accounts?

I understand your concern but I think it’s important at this stage to give your organisation the benefit of doubt. There is a severe cash crunch as most unaccounted wealth has gone out of the system.

Hence various firms have been at the receiving end of delayed payments and cancellations of orders as most of these transactions happened in cash.

While I completely agree with you on the use of e-wallets to be able to tide over these issues as far as employee payments are concerned, it must also be understood that e-wallet transactions also follow guidelines and may not always allow payments above a certain limit.

Over and above all this, basic corporate cash flows and reserves have been hit (in companies where cash plays an important medium of transaction) and hence e-wallets may not be supported with strong enough bank accounts.

My personal advice would be to seek what you need urgently and allow the system to permit the rest. Quid pro quo as they say!

 

And QED it is for this week’s edition of Dear MxM, your one and only online counsellor that understand the vagaries of the business of advertising, media and marketing.

 

Have a wonderful weekend readers. Do take good care of yourself and let those questions come in with renewed vigour. All it takes is a mail on editor@mxmindia.com! But for now, Sayonara and God Bless !

 

By Jaisurya Das

 

And overnight ‘two of the world’s largest democracies turned black to white’. Ladies and Gentleman, Welcome to this ‘Newsy Edition’ of Dear MxM, India’s numero uno online counselling forum!

Last morning, the world witnessed a twisted replay of the legend of the Ramayana with the ‘Trump of Evil over Good’ . The blue collar of America has won. Yes, America will be great again. Congratulations, Donald Trump!

I must confess that unlike the global online community, my understanding of US politics is exceedingly nascent and hence getting into the micros of this victory is being deliberately avoided. I do know however that the #presidential elections are a good reflection of the IQ of the average US#citizen.

Having said that, it would be interesting to see how he takes his much proclaimed affection for the #Hindu would be put to work. ‘The #Hindu’ people know their job and even better now, with a no-holds barred #PM

hence its almost certain that we will forge strong ties with the man in the hot seat, Trump.

His proximity to India (evidently overplayed during his campaign ) will sound much like the death knell for our increasingly friendly neighbour who ought to get their onions right by now..

For now, I shall sit on the fence and watch the theatrics of #Trumpetisation and #Demonetisation unfold.

Long live. the Republic!

 

Our readers this week have been overawed by Donald Trump as is evident

from these questions from Mumbai, Pune, Chennai and Lucknow..

 

So Donald Trump has won. And the media and all the influentials got it wrong. It’s happened in the past several times in India too. Do you think the news media doesn’t have its ears to the ground?

But of course it does; it has it ears, mouth and skin to the ground day after day, however increasingly public sentiment has scored over editorial analysis. Much akin to the infotainment emphasis over news in Indian print media.

A few senior journalists and political columnists did predict Trump’s victory but yet again, their work wasn’t populated en masse. As I see it, media in our country is now greatly dependent on what is trending more than relevant. It’s the easiest after all to work a story around vox and toe the line.

Gone are the days when solid research and ground work went into a story and journalists took pride in their work. Today, a majority of journos ( media houses included ) want to get over the task more than anything else. How does it matter, they ask? In any case readers get everything on their mobiles!

It’s not about predictions here, it’s about the attitude here. Adapting to what is changing is critical but do it emphatically and not just to put a story up there..

 

My second question on the Trump victory. I read a comment by a very senior advertising professional that opinion/market research can’t be taken seriously. I am studying marketing research, and I am worried.

Thanks for writing in my friend. Let me assure you that there is absolutely no need to worry. Market research is an interesting area of work and the world at large will increasingly rely on research to provide inputs for their strategies in the marketplace.

It’s greatly market-driven as more people demand justification for every little thing. There is little doubt that good ol gut is rarely used now. Some of us rely on that heavily and fortunately it has rarely failed.

Market research is finally about sample size an extrapolation of figures and hence findings can never be 100% conclusive though much like an exit poll it does give trends, Indian voters notwithstanding:)

The only unfortunate eventuality of all this is the erosion of marketing acumen in the process of relying entirely on data. Strategies and tactics play second fiddle to data, unlike the earlier days when marketers used gut and then painstakingly worked to prove it right. We ended up with better brands and winning strategies. But no escape route.

Today, the life jacket plays a more important part. Keep it handy, you may just need to bail out. Research is that life jacket in most cases.

 

Sir, I am a regular reader of Dear MxM. Why is it that there is so much of unhappiness on salary levels in the media. I see a question on that in almost every fifth week. Is it really that bad? My little sister has just got into advertising, hence the question.

Not again! At the risk of sounding like a stuck vinyl, I must emphatically declare that media salaries aren’t bad. In fact they are better than a lot of other industries.

Given the advertising slowdown, media salaries are fair and in fact amount to a significant portion of the direct variable costs of the media house. While the dissatisfaction on salaries is a common grouse given human behaviour, in reality it isn’t as bad as it’s made out to be.

Yes there is scope for improvement, but revenues need to grow too. Margins are drastically lower and input costs higher by the day. After all media is a business just like any other and it would be unfair to expect media owners to

run the business on wafer thin margins.

I don’t see any reason to worry. Your sister must just focus on picking up the fine nuances of the industry and am sure she will do well. All good wishes to her.

 

I am moving from one news channel to another, in another city and in an all-new domain. Sorry for being vague about it, but what would you advise I should do before joining?

Simple advice: Just chill!

Why this apprehension. You aren’t on some random space mission.

This is just another city my friend. If this job doesn’t work, you can always find a new one there or just get back to Chennai.

Concern at this stage is uncalled for and it will only result in negativity when you finally get there. Hold your head high, move and walk in to your new job with confidence and elan. All the rest will follow.

Just remember that every new city, every new environment has its own charm and it’s important to recognise that and move on. Look for that positive ray much like the morning sun and bask in it.

All good wishes to you!

 

Having said that, it’s time I sign off for this highly charged week and place myself securely in an ATM queue to get the much needed 400 or multiples thereof !

So while I battle the machine and irate queue mates, enjoy yourselves to the hilt and celebrate the new white economy! Keep writing in too in the midst of the madness on editor@mxmindia.com mentioning ‘ Your City’

and ‘Dear MxM’ in the subject line…

Till the next week then, Sayonara and God Bless.

 

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 Contributing Editor of MxM India and Co-Founder of pune365.com. For more on his work visit www.xanadu.co.in. The views expressed in this column are his own.

 

By Jaisurya Das

 

Ladies and Gentleman, Welcome back to our Diwali edition of Dear MxM, India’s only counsellor for the advertising, media and marketing fraternity.

Talk less and celebrate more is the motto and hence I shall desist from discussing the corporate world and the tatas and bye-byes of the world.

There is really no mystery. It’s the festival of lights, simple.

So on that note, we shall herald change and switch to our reader Q&A .

Thank you, my readers from Chennai, Hyderabad, Jaipur and Mumbai for writing in…

 

Sir, my father was mentioning to me that in his time he would receive hefty bonuses at Diwali. But why is it that our media companies don’t pay bonuses and incentives at Diwali time?

This is really true. Several media companies hand out festival bonuses during this time. While the amounts may not be significant, the practice is certainly followed by some of the print media conglomerates.

In fact organisations like The Hindu were known to be very generous with their festival bonuses in the past. I am not too sure however if the

television and online world follow this nowadays. Smaller firms with less employees also pay out a token for Diwali quite often.

Gifts ranging from weekend holidays to consumer durables have also been handed out by some companies I hear. Media companies aren’t as bad as they seem 🙂

 

I am a doctor and just chanced upon your column. I find it very informative. I am interested in writing. Is there scope in medical news journalism in India?

Thank you for your kind words, Doctor.  To be honest this isn’t a subject that’s really been explored much by our media entities. Whatever little is carried happens either through syndicated content arrangements and freelance writers from the medical profession.

However, there are several niche magazines for the trade etc which do offer potential for medical journalism but not so much news content.

I am not sure if this can be a career option at this stage in view of the limited space/time medical content is given in print and other media. The online media is more likely to be able to consume more such content in the future given its dynamism to deal with a plethora of subjects.

Go ahead and write and am sure there would be mediums that will give your content enough exposure provided its relevant and clearly of mass interest.

 

I am doing my commercial art from a leading institute. The focus here is not much on digital art, though it’s not totally absent. I also feel that most of the good work in digital commercial art is being done in Mumbai. Is this true? Please advise what I should do.

To be honest,  this is true to a great extent. I haven’t seen great work in digital happening in smaller cities. Mumbai  and Bengaluru have a host of digital agencies and creative shops doing some outstanding work.

Yes. one does get to see a few great campaigns from other cities but they rarely get going beyond the campaign stage. I think it’s all about the talent that gets collated at these cities.

Most people want to work in the Mecca of advertising and hence the best of the lot end up at the same city. Obviously this in itself translates to better work emanating from there.

Why not pave the way for super work out of a relatively smaller place by setting up your own company in Pune or elsewhere? This will then give you enough room to experiment and also create a solid portfolio!

All the very best to you my friend for your future endeavours.

 

Sir, Happy Diwali to you and the MxMIndia family. I like to read your advice and wisdom. What are your thoughts for Diwali… how can we light up our lives?

Thank you so much my friend. This is the first time in all these years that I have received a question with a Diwali wish for us! Most touched.

Let me at first take this opportunity to wish you and the family a stupendous Diwali and all prosperity the year ahead.

Frankly my thoughts are currently limited to taking a nice short break, eating my heart out and having a smashing time!

But to sound politically correct and answer your formidable question, here are my thoughts :

1. India needs more Narendra Modis ! I sincerely hope this PM gets another term. I am no BJP or RSS fan. In fact am not a fan of any political party, but this man means business and this is evident in the changes he is heralding. This country will go places.

2. The Economy will look up over the next 24 months and all indications point to this direction no matter what the critics say. The business climate is set to improve and there is much hope for smaller entrepreneurs.

3. E-Commerce will see a significant shake-out over the next 18 months and I wouldn’t be surprised if Amazon gobbles Flipkart and Snapdeal in the process

4. Consumer neuroscience will gain significant ground and will become an imperative for the marketers of the country.

5. Lifestyle diseases and Depression will rage like the Bubonic plague unless there is a concerted effort to build awareness and cap these epidemic like illnesses….

And for media and advertising, I don’t see anything earth-shattering save some regional wars and decreased retail advertising.

 

On that note, it’s time to say Sayonara and Goodbye for this week. Have a splendid Diwali with much good food and cheer! Do take good care of yourselves and be good. God Bless you all!

 

By Jaisurya Das

 

“I dream of an independent media not answerable to anyone but itself…” Wonderful words from a fine journalist. This man has the passion to get audiences involved. Ladies and Gentleman, welcome to Dear MxM, India’s only counsellor for the fraternity.

Arnab Goswami has done his job well. However much the media world may scorn his methods, the fact remains that he has delivered to his principal shareholders.

So what if he is termed cacophony, brash and much arrogant. The bottom line is that his show gets huge eye balls and the channel he heads remains at the top of the list.

I have much respect for anyone who believes there can be independent media. What is independence really when at any point of time there is an onus to the shareholders, partners, advertisers and the marketplace..? Is this freedom ?

Arnab has a tough task ahead. I don’t envy him. Can you detach yourself from the larger picture in this scenario..? I seriously doubt it.

This is the reality, stark and much ‘in the face’.

Akin to the faces of those youngsters I spoke to at a premier media university. I told them to forget all that they have believed in about media. Start afresh, build your craft and learn to accept and adapt to a new world order. This isn’t about the fourth estate and all the rot we were left with.

This is about the business of creating and disseminating content. Do not lose sight of the fact that all this content has also to be marketable

for the company to survive.

Wake up and smell the coffee! It’s about time journalists and others get off their high horses and learn to move with the tide. Learn, build, adapt, bury that ego and move ahead. There is no option. This is the reality.

The stark reality. Media is a business. Nothing is going to change this…

Well for now it’s time to get to the questions we have from our readers of Lucknow, Pune, Delhi and Hyderabad. Thanks for writing in, my friends.

 

I resigned from my job recently, informed a lot of people about it, but now I have taken back my resignation because I figured that the going is better in my current job. I am feeling odd about it, and I am told that the next time I want to quit, the company will accept my resignation instantly. And I may be marked as a person who threatens to quit often? Is all of this true?

Yes, this is a likely eventuality. No company or boss or HR professional likes people who can’t take a firm decision. Changing your mind is fine but when it comes to the workplace it is often construed to mean a confused person.

Hence I would now urge you to stay put for a year in order to put such doubts, if any, to rest. The grass will always seem greener on the other side but before you take a decision to move, there are several factors you must bear in mind.

The new company’s stature, team, work environment, growth rate and more importantly the potential it offers for you to grow further. Do remember that it’s important to be working in a segment and company that is growing. This then catalyses growth for the individuals working there. This is an imperative to avoid stagnation.

All the best to you in your future endeavours!

 

Sir, I was told by someone senior at an ad agency when he visited us for a guest lecture, that the real growth in advertising in India, is in Hindi. And not the day-to-day street lingo, but stuff that is nuanced. I am from Chennai and my Hindi is awful. Do you suggest I start learning the language, or can one make do without?

It’s not only in Hindi really. Regional language growth has been fairly decent and Hindi is one segment that has grown faster than some of the other languages. The universe of print however is a cause for concern.

The larger danger / opportunity is the prolific growth seen in portable media, that is, tablets. smartphones and e-readers. While this seems like trouble for print media, it is undoubtedly a huge opportunity for those seeking a fast paced growing industry.

The sharp media houses have been quick to adapt to this and in the process morphing into multiple media modes. This is however just the tip of the iceberg and the market is humungous.

Mass content will get more niche as the years go by and this is where good advertising professionals will hold the key. More targeted advertising will need to be created to blend seamlessly with these multiple modes of consumption.

Hence my friend there is no cause for concern really. There is a huge market waiting there and the lack of Hindi in your vocabulary wont make a jolly difference. Just ensure you have enough meat in your creativity. After all craft is the biggest differentiator.

 

I was told that there are many brainy research professionals in advertising and the media. Don’t they understand that cluttering the newspaper with so many ads means that people don’t see them?

Good question indeed, but have you thought as to how media owners will survive bereft of advertising? Each copy of the newspaper you buy at a paltry Rs3 or 4 actually costs well over Rs10-12 to produce. This deficit is met through advertising.

Please do understand that media is a business like I said in my introduction and the owner must ensure his company is profitable.

Moreover, today research has proved beyond doubt that media is consumed not only for its editorial content but also for its advertising. Hence while you believe that there is very little content, in reality the whole paper is content. Feel good, pay nothing and enjoy your paper!

Let media owners survive my friend.

 

Earlier this week, a friend working with a leading magazine, asked me why my newspaper has a policy on accepting Diwali gifts and how her mag and many others don’t. She said accepting a gift is not like a bribe, it’s just goodwill. What’s your view, Sir?

Yes, it’s goodwill, but you have to draw a line before it becomes an obligation. Any discerning media house would have a policy on this which is enforced quite diligently.

Unfortunately, there are several companies with over enthusiastic marcom departments who believe in giving expensive gifts to journalists and media owners, This is obviously followed up with requests for coverage for every thing that happens in that enterprise.

Yes, it is for the journalists to refuse this and they must. But there is always a rotten egg in a basket and hence often this ‘back scratching’ is accepted quite blatantly.

If it’s really about goodwill the gift must be below Rs 500 at best. This is what a token is about. I have strong views on this and have personally encouraged and enforced this policy across large teams.

 

All the same festive seasons are fun, aren’t they? The city is glowing with those fairy lights adorning shops only to be followed soon by the grandeur in the sky. I love this festival of lights. It’s heady and has a distinct aroma that tantalises your senses. Enjoy yourself this weekend, shop away for Diwali and get set to put on those extra kilograms.

But, yes, do keep writing to us at editor@mxmindia.com ( superscribe Dear MxM and your City in the subject line ) and I shall be back next week, same day, same space. Till then, it’s me Jaisurya saying Sayonara..!

 

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 Contributing Editor of MxM India and Co-Founder of pune365.com. For more on his work, visit www.xanadu.co.in. The views expressed in this column are his own.

 

By Jaisurya Das

 

Ladies and Gentleman, Welcome back to a fresh week of Dear MxM, your favourite counsellor online.

 

You have to hand it to Bhaskar Das and the others at DNA. It’s not easy to decide on launching a fresh print product in a market like Delhi. This market has the dubious distinction of keeping its two major players HT and TOI trigger-happy and deep in belief.

I did glance at the e-paper and it’s indeed fresh, designed with an international feel and smart overall but does print have a chance in this gross digital world.

To be honest, I fear the worst. The audiences of today do not believe in the medium, leave alone one brand of newspaper. They consume everything that is brought to their notice but unfortunately news doesn’t figure in this smart list.  Conceptually, DNA has it right and it’s different but does it have the gumption to fight a lonely battle with the digital world??

DNA has burnt its fingers more than once and this time it’s obviously determined to make it work. It’s all good on social media and the likes of that with pleasantly happy photographs of the paper but out there in the market it’s an august audience that it has to capture..

An audience that neuroscience fails to decipherer… an audience that flirts incestuously with brands that have stood the test of time.

I sincerely hope that this is only about wielding the power of the pen in the cities that matter and nothing beyond. For the rest, only time will tell…

For now however, it’s best that we switch gears and move on to our questions for the week from our esteemed readers in Mumbai, Lucknow, Ahmedabad and Kolkata…

 

Sir, I have heard of people switch from journalism to sales in media organisations. But not much the other way around. Why?

Simple, my dear friend. Not everyone who can sell can write..! And vice versa so transition isn’t as easy as it may seem. Most organisations would do anything to offer job rotation but it isn’t always practical.

Yes, there are several people who make the switch and well too but it’s not something that is very simple to achieve. Both journalism and sales need skillsets that are very different and gaining ground at it takes time, effort and a lot of patience among other things..

The most important aspect in such a job switch is the passion to pursue a laterally different stream and the confidence to work on the skills required to max it. Not many of today’s young professionals have it in them to put that extra effort to build on craft, and more two distinct crafts.

However, as I mentioned, if you do have it in you, go for it. It may take you a while to get the right break and build your niche but it may just be worth the effort.

 

I am hitting myself for not approaching DNA newspaper when it was launched in Delhi. My family said that the newspaper has closed editions in cities like Bengaluru and Pune in the past, so it was risky. When they told me this two months back, I thought it was a reasonable argument. Sir, tell me, how does one take a decision on issues like these?

Why this new found interest in DNA? Or is it just about wanting to move jobs and the workplace? DNA has just entered Delhi and it’s far too early to predict the outcome. Print as a genre is facing several adversaries all at one go. Spiralling DVC (Direct Variable Costs), dearth of good talent, advertiser attrition, cannibalisation and above all, a new audience who don’t believe they need a newspaper in their lives.

Tough call and hence I see reason for your parents to be concerned, more so with their recent closures in Pune and Bengaluru. Yes, it’s different this time, but will it stand the test of time and market?

Most often, it’s best to go with the market in these matters. If you don’t have the risk-taking ability, wait and watch. Opportunity will be many. Much like a software update on your machine, give it a while to settle in and then decide if you wish to apply.

And, yes, if you believe a good dive will help, go for it, tiger! There isn’t life without risk. I believe so.

 

Your answer to someone from Kolkata got me to ask this. What if I am from Delhi who has a job offer in Mumbai? And what about the other way around Mumbai to Delhi?

You can move to Kohima and do as well! This is about you my friend and how you see yourself in a strange market. Some people have the capacity to make things work and be happy in any environment, though it isn’t easy.

Mumbai to Delhi sees several moves, quite often because of the company HQs located there or for a specific launch besides personal reasons etc. Most people adapt well and soon enough though each city has its share of kinks:)

I have moved cities several times during my corporate days and each one has been an experience of sorts. I don’t regret a single move I took and it only helped build perspective further. Your ability to get along with different people and cultures is tested time and again.

The thickskinned survive and do well and move on. Weak minds get taken over by the search for comfort zones and that’s where the problem lies. As long as you are much focussed on your objectives, all will be well. After all, we all belong to the same race and country. Jai Hind!

 

Sir, I read about many acquisitions of media companies? Is this a recent trend, or were all these always happening?

Oh, yes, there have been several acquisitions worldwide and for decades now. Media is a business like any other and hence open for mergers, acquisitions and collaborations. Often this is done to strengthen the brand bouquet of the leader or to garner higher overall market shares.

Tumbling revenues coupled with high costs are a hallmark of media companies nowadays and unfortunately results in severely hit bottomlines. Often the recourse is a dilution of stake by its promoters. Sometimes a total sell-out too.

The pressures are higher today thanks to several factors; Own genre competition (print vs print, TV vs TV) and the distinct move to digital and other forms of portable media. Advertising spends are lower than before, reader interest dropping rapidly and a growing young audience who only consume digitally.

This obviously translates into poor performance and accumulated losses over the months leading the promoters to exit strategy adoption. ‘Get your pound of flesh and move on’ before it comes crashing down is the obvious recourse in a lot of these cases…

 

But this isn’t the time to worry about accquistions my friends.. It’s the time to celebrate success in every respect. It’s the Diwali month and that’s all about the good life!

So get set to start shopping, binge-eating and more! Remember, life is to celebrate. So what if it adds to the damn lipids!! Be good, be nice, and be sensible this season. The rest is left to your fertile imagination.

Till next week then, Sayonara and Farewell!

Keep hitting send on all those questions ( editor@mxmindia.com) with ‘Dear MxM’ and your ‘City’ in the subject line. I promise to read all of them.

 

 

Jaisurya Das, the maverick media-evangelist eats, sleeps and romances brands !

His cerebral consulting interventions are aimed at making brands powerful and sustainable. He is also Contributing Editor, MxM India. For more information on his work visit www.xanadu.co.in

 

The views expressed in this column are his own.

 

By Jaisurya Das

 

Ladies and Gentleman, Boys and Girls, a very warm welcome to Dear MxM; India’s only online counsellor for the media, advertising and marketing fraternity.

Traveling the pristine State of Kerala is nothing short of ograsmic for it offers the beauty of mountains, rivers, beaches, forests and the longest backwater stretch in the world. Beautiful , and much ‘God’s Own Country’.

I have been at this for the past few days now and it’s been amazingly rejuvenating this time around too. For a ‘Marunadan Malayali’ (non-resident

Keralite ), this experience is more often than once and yet memorable each time.

Succumbing to the heady aroma of chips being fried in virgin coconut oil in Kochi, to cruising quite aimlessly on a well-equipped ‘Kettuvallam’ (houseboat modelled on the famed snake boat ), this state lays it thick…

Almost like a lacquer finish being applied on your heart and soul. Indelible and eclectic.

Setting out from the hypnotic Kuttanad lake towards Thekkady (Periyar Tiger Reserve, Elephant Sanctuary) had its share of excitement in true Kerala style…  Enroute we were informed of a Hartal (Strike/Rasts Roko) agitation in the Idukki District (borders Tamil Nadu, and includes Thekkady) and possible agitations along the way.

Keeping in mind the Indian tradition of non-alignment, we ignored the news and drove ahead along with hundreds of other tourist cars till we noticed a huge traffic snarl a few hundred metres short of Idukki…

The rest is history. An eight-hour ride as against the normal 2.5 hours..

It takes guts to be like the resident ‘true-to-heart’ Malayali. You need patience, the spirit of revolution and the inimitable ability to do nothing for hours on end. It isn’t easy. Try it.

And yet, my Kerala will always be heaven… ‘Ente Keralam, Ente swargam!

 

Sir, I am have been offered a job by a company in Mumbai. While the raise is good, my current costs of living with the family in Kolkata has resulted in my being a loser given the steep costs of rentals in Mumbai. What do you think is a wise thing to do? How should I assess the benefits of moving to Mumbai versus the problems on the money front that I may face?

Ah! As is obvious, the wise thing for you would be to move to Hyderabad and ditch both Kolkata and Mumbai 🙂

Jokes apart, Hyderabad is a great place to work and offers fairly affordable rentals etc. It may be an option to explore in the future, if not now..

Honestly, a decision like this must be based on what you expect from your life and career. From a work perspective, Mumbai will offer you far more exposure as well as options for the future however it’s a grind. Long commutes, traffic, crowds and the filth of a city that houses more than it can take.

Real estate prices can test anyone’s math in the business capital of our

country and hence prepare to lose your sensibilities; Yet, Mumbai will continue to be the most enchanting career destinations with prospects dime a dozen  surviving alongside the hustle and bustle of this bursting metropolis…

‘Yeh hai Mumbai meri jaan’! The call is yours for I am no one to advise you on what’s the best for your life in general. However, do remember, there is life after work. Celebrate it.

 

My friend’s father is married to someone from Pakistan. The marriage happened over 20 years and the mother now has an Indian passport. Every time there is a crisis between the two countries, a lot of people keep teasing him. My boss is a media owner and nationalist and while he is a great boss, he is unhappy with my friend because he says he’s half-Pakistani. Sir, please help and advise?

I cringe when I hear educated professionals behaving like juveniles and all in the interest of hypocritical nationalism. It’s great to be patriotic and all that goes with it, but hatred for a country and its people is far from sensible. Doesn’t our own country house dreaded criminals and murderers?

Yes. terrorism is not acceptable and it must be weeded out at any cost surgically or otherwise. It’s however totally unacceptable to brand an entire country and its citizens enemies and in the process deal with them with suspicion and animosity. No, this is certainly not nationalism.

It’s however exceedingly tough to change perceptions and it’s going to take a lot to be able to convince your boss otherwise. The only way is to avoid getting into unnecessary discussion on the subject and allow your friend to prove his mettle through great work and natural affinity.

Time is a great healer. All will be well.

 

I am completing my master’s next year. Do you think I should pursue a PhD. Will it help get me a good job?

Thanks for writing in to Dear MxM. It’s indeed heartening to see more professionals pursuing their doctorates in media. No amount of learning will ever be wasted. There is always potential for great craft backed by solid academics.

Yes, your doctorate can certainly help you in securing senior level employment but essentially in the academic field. Most discerning academic institutions (especially the UGC-affiliated ones ) require their senior faculty (director/s etc ) to be equipped with PhDs as this is a prescribed requirement and cannot be contravened.

Hence it would be prudent for you to look at this stream for future employment. The corporate sector will also value your academics, however hiring at senior levels don’t happen too often. In the corporate segment, most academics would also need to be coupled with line experience etc in order to

blend in with the activity levels at a large media house.

I take this opportunity to wish you all success in your career ahead. Dear MxM would be happy to provide you with any other information that you may require on the industry. After all , this is our raison d’être.

 

It’s the last quarter of the year. What are your thoughts on the year now that it’s coming to a close? How can media improve?

I think it’s been a fairly disappointing year for media companies and advertising agencies. Robust predictions heralded the year thanks to the research god’s statistical prowess and yet things went wrong.

Stockmarkets tanking, governments under fire, surgical moves and all the rest added to the cutback in spending. I haven’t taken a detailed look at regional spends in Print and TV but I suspect they weren’t too great either.

Online and mobile media have seen very robust growth as expected and would have significantly contributed to a fair degree of cannibalisation of revenue. More so now with most media houses sporting an online arm.

The challenge seems more imminent now considering the clear shift to more cost effective and measurable media like online. OOH has seen some growth in a few markets as well thanks to retail. Personally I believe lots of thinking must be fuelled towards more focussed content. Happier editorial environments for the audiences of tomorrow.

I see more research and thinking assuming significance for audience acquisition and retention. New found intelligence in neuromarketing etc would

be put to better use by discerning marketers. India will clearly see more investment and activity in the audience research segment with a significant number of International firms entering the country.

Focus attention on understanding future audiences and keep brand salience top of mind. Do not lose sight of brand persona in the interest of higher numbers..

 

On that note of a promising year ahead, I take your leave for this week but only to see you next Thursday when we are back with yet another interesting edition of Dear MxM. Meanwhile, do take great care of yourself and have a fabulous weekend. And keep wiring to us on editor@mxmindia.com with ‘Dear MxM’ and your ‘City’ in the subject line. Sayonara and God bless!

 

Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable.

For more on his work visit www.xanadu.co.in He is also Contributing Editor of MxM India.

The views expressed in this column are his own.

 

 

 

By Jaisurya Das

 

Ladies and Gentleman, welcome back to this week’s edition of India’s longer running online counselling platform for the advertising, media and marketing fraternity..

What started as a germ is today an integral part of the online landscape and it’s our endeavour to hopefully ease concerns that our fraternity is faced with day after day.

After all, advertising and media isn’t an easy business. Paradigms change by the minute much like the oscillating client budgets! It’s a tough call in this world. Every day is a new challenge, a new frontier to conquer and yet the smart move on unstinted by the obstacles that flirtatious markets throw up.

This week’s intro is an ode to the marketers and professionals who survive this vicious world with their amazing grit and perseverance to win.  Be it awards, recognitions, outstanding campaigns or just plain revenue, they move on plodding like the proverbial horse.

I gave up on this rat race at the age of 37 only to be able to give life a chance. A life that was mine. A life that I controlled albeit the financial blow it served. Today I consider myself fortunate to be able to celebrate life the way I wished it to be.

Simplistic, warm and much enveloping. Give life a chance. You won’t regret it.

Positivity is the name of the game and that’s what we strive to create week after week as we address reader concerns…

Read on!

 

Sir, I remember reading your comment on the fact that one doesn’t need to have a specialisation to cover a certain beat in journalism or to join the creative department in advertising. But shouldn’t our employers have some need for basic certification… especially in fields like law, health, finance?

Thanks for writing in to Dear MxM! I think you got me wrong here. It’s not that the employers don’t value additional skill sets and qualifications. They most certainly do and this helps even at the point of entry, however this isn’t mandatory. Finally, your work and passion speaks for itself.

There are several parameters to judge a good candidate with high potential to add value to the company. Certifications are one method but that alone can’t make the difference. Over and above this, there is this tendency for candidates to take these courses and certifications as matter of fact additions to their CV. Not many students actually take efforts to build their skills in that particular domain beyond what is absolutely necessary to get them past the course.

I completely agree with you on the need for employers to value these specialisations differently but the onus also lies on the candidate to be able to use all this judiciously and to the utmost advantage of their future employers.

 

What are the necessary skills one needs to have to get a job in the programming team of a general entertainment channel?

Essentially creativity. But, yes, experience in film-making, AV production, content writing, creative advertising etc work well to build a career in programming.

In my opinion, good understanding of the audience and their innate desire for entertainment is by far the most important qualification. Its not enough being able to acquire an audience, its also critical to know what makes them tick..

oops stick!

Am not too sure which of these skills you can boast off yet am sure, with craft

and sustained effort you will earn a great career in GEC programming.

I wish you all the very best ahead!

 

A senior went for an interview to an advertising agency a few months back, and was advised by our placement committee that he should be wearing formals. I am told he lost the job by a whisker to someone else who had dressed down because the interviewers felt he was cooler. Or so we are told. My friends and I are confused: what is the ideal dress code for a job interview of a copywriter and account executive in an agency?

Honestly, I don’t think there is a dress code for each role, though some industries do have a fairly defined dress protocol. Advertising is by far one of the more casually attired industries and in most cases quite informal even with interviews.

It’s quite hard to believe that your senior lost his job thanks to being formally attired. If this is so, it’s quite ridiculous !

I think it’s a lot to do with the industry and the company at large and hence must be played by ear. Always a good idea to visit your prospective employer to get an idea of what the environment feels like. This way you would be better prepared for the interview be it the dress or the sense of formality that you need to portray.

 

I have recently located to a locality in Delhi NCR where there are multiple foreign and Indian language learning courses available. I know Hindu, English and my native Marathi. The options are: French, Spanish, Mandarin, Tamil, Bengali and Telugu. Please advise.

Why do you believe you must know one more language? Do you have a plan in mind or is it just the fancy to add another feather to your cap?

You must decide what you actually need basis your career or passion and then go about learning that, rather than tossing at coin at this stage. I would be unfair to you by suggesting one language over the other considering that they all offer good learning and opportunity.

Here’s my quick take on the options: French is sweet, Spanish is juicy, Mandarin confusion, Tamil bold, Bengali melodies and Telugu quite something… !

I wish you luck.

 

On that multilingual note, I take your leave or Sayonara as they say..

Have a terrific weekend and take amazing care of yourself.  It’s important to us because we actually care…

As always, questions may be mailed to editor@mxmindia.com. Just be sure to mention ‘Dear MxM” and your ‘City’ in the subject.

 

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

 

By Jaisurya Das

 

Ladies and Gentleman, welcome back to Dear MxM! The past few weeks have been nothing short of eclectic for most of us in Maharashtra, what with the Ganeshotsav omnipresent with its radiance…

And back in the South, Bengaluru reels under controversy and discord over the Cauvery. Whoever thought that these modern times will see progressive cities come to a virtual standstill all thanks to a river!

Well I guess wonders will never cease.

As I write this, countries across the world are making rapid progress in

science, business and technology and here we are squabbling over trivia… I pray God that this impish attitude changes for the better and these so called activists and revolutionaries find better pastimes.

Maybe it’s time we relook our basic educational system. Good learning

may just be the answer.

On that note of prayer and hope I take you straight to this weeks questions from our readers in Bengaluru, Mumbai and Ahmedabad..

Read on…

 

Sir, my office is in Bengluru and over the last few weeks, we’ve been experiencing huge law and order problems. And to add to my woes, I am a Tamilian. A TamBrahm in fact. And my fiancee is a Kannadiga. I think we’ve had it. I am in the media, and am considering relocating to either Mumbai or Delhi. However, I am awful in Hindi. I find the rentals in Delhi are cheaper but do you think language is a big hindrance?

 

Oops yes, I can imagine the stress you are going through.It’s indeed unfortunate that in these modern times, divisive forces such manage to disrupt the peace in this country.

Coming to your query: no, I don’t think language is a concern, as long as you have some basic understanding to converse with the public at large. This is of course assuming that you will continue in English media.

Delhi is a little more language intrinsic when it comes to Hindi and thus Mumbai may just be the better choice. Also, Mumbai is likely to offer you more employment opportunities as most companies have large offices based there.

Additionally, Mumbai is known to have a huge influx of non-maharashtrian and hence language won’t be a cause for worry. Personally, if I were to be given a choice, I would back Mumbai!

All the best to you.

 

I am an adsales executive in a leading channel, and want to explore the digital media for a job-switch. Which course would you recommend I do along with my work?

Digital does offer a lot of opportunity and several courses are now offered in various specialisations. In your case, it would be prudent to do a course in Digital Marketing in oder to get your fundamentals in place.

This will help you pick up the finer skills required from a digital perspective. Many institutes offer these courses, in addition to the online ones available. Manipal and other universities also have the online classroom courses for Digital which are fairly robust.

Go ahead and enrol early so that you have this certification at point of entry. That would also aid your HR rounds when you are ready to move.

My good wishes to you.

 

Sir, are online courses valid in the job market? While they may be good for knowledge, there’s an extra fee if I want a certificate. I would like to check before paying up.

But of course they are! Provides that its from a reputed institution

that has packed in a good module. Online education has been used very effectively by a lot of professionals across the world.

Portals like Coursera have actually brought the best universities of the world within the reach of everyone. I have done courses online and can say with vehemence that besides the certification bit, they are also a tremendous source of learning.

Yes, certifications cost money but that’s worth it considering the effort you would be putting in to do the course.

These skills always add up especially at the point of entry. HR professionals are always on the look out for additional qualifications in order to sieve the best from the lot. This is where these diplomas and certificates come in handy. Go for it my firend. You will never regret learning!

 

I was reading with interest the Carat report projecting no downward change in growth of advertising spends in India. Sir, but the reality is different, even though one can say that we still haven’t seen how life will shape up in the festive season. I am asking you this because I have my quarterly reviews coming up in end-September so please answer my questions as soon as you can and not after three months like you did the last time.

Wait a minute, buddy! I took three months to answer your question??

That’s very strange. Two possible reasons: 1. You sent it by snailmail.

2. The question had attached images (of questionable nature!)

with it. There can be no other reason, unless of course our editor slept on it.. but since he barely sleeps, it’s highly unlikely.

Anyway, the forecast seems fairly bright and clients seem to be pushing up their spends, though from what it seems, online is getting bigger by the day.

Digital advertising is seeing a huge spurt and most agencies and investing heavily into the digital medium.

A random survey that I did a few weeks ago (across large and medium advertising agencies based in the cities of Mumbai and Bangalore) indicated that their digital arms were all beefed up for the onslaught.

To be honest, this may herald a lot of cannibalisation into mainline but it’s inevitable, since spends will happen more rationally in the months to come. The power of the digital medium is unparalleled and this coupled with the lethargy that print has displayed off-late stack the odds in favour of online.

So my friend, there is no reason to worry. Just focus on some good work and the market will keep up to your pace.

All good wishes for the season ahead.

 

Bappa Morya, bappa morya …and that’s our chant to the wonderfully radiant Elephant God to return.. What a smashing season with Ganesha..! Truly eclectic.

On that auspicious note, I leave you to enjoy your weekend with much good cheer and ale.

And, yes, if you do feel like pouring your heart out for some reason, feel free to write to editor@mxmindia.com with ‘Dear MxM’ and your ‘City’ mentioned in the subject line. Dear Mxm will be there as always to respond.

 

Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable.

For more on his work visit www.xanadu.co.in

 

He is also the Contributing Editor of MxM India.

The views expressed in this column are his own.

 

By Jaisurya Das

 

And Mukesh said, Let India talk!

Ladies and Gentleman, Welcome back. This week, I examine yet another revolution on the anvil; The Ambani Jio Missile as I affectionately term it. As always, he (read Reliance) has the capability to pull the rug under the competition’s feet. One press conference addressed by them can signal the death knell for enterprises built over time and effort

Sheer money power or whatever the intelligentsia call it, the fact remains that these guys are capable of earth shattering moves. I remember buying the Rs 500 handset decades ago and joined the mass mobile dream that they flogged. Say what you must, but that handset and offer changed the way this country connected. Every player benefited from this move and India grow to become one of the largest mobile markets of the world. Today, several hundred enterprises ride on this mobile dream. A dream that at that point was called destructive.

And now, they’re back with this lifetime offer of free calls for all Jio customers. Typically brash and yet highly consumer-driven, the Ambanis will remain the most innovative of them all. It’s a different matter that their customer service may do little to remedy your problem but that hardly matters. For now you get what you want at rates that seem ludicrous.

This is big news because it’s India with her staggering population numbers. High speed data and free voice isn’t really earth-shattering and is in fact, quite the practice in telecom mature countries. It’s just the humungous volumes that Reliance goes after that is pathbreaking. This is disruption of the highest order. The kind that will find its way to marketing case studies of the finest universities.

Yet, it’s far too early to predict the winner at the end of this unfolding battle though personally I believe that boardroom histrionics aren’t going to save the competition from losing substantial volumes.

My advice to them would be to walk into the arena only if they have matched muscle..If not, sit back and revisit the prayer book. It may just be sensible.

Well either way, it’s time I get on with my knitting… here are our Delhi, Chandigarh, and Chennai readers’ questions for the week.  As always, Dear MxM gives you the wheat without the chaff!

Read on…

 

Sir, I work with a television news channel whose editor is a megalomaniac but is very popular and successful. I am stressed every day at work thanks to his highness, but I also know that times are the same nowadays…. There are similar demigods everywhere.  Plus the channel is the numero uno. So, should I just grin and bear it or should I just quit, move on and have a more peaceful work life?

You absolutely need to grin, laugh or whatever but bear it all the same!

It’s important to understand that at this stage of your career, this megalomaniac could be a major catalyst in building your foundation..

Megalomaniacs are a plenty be it television, politics, business etc but not all of them are successful. Here you have a numero uno channel with the numero uno megalomaniac in place. Get your pound of flesh in learning and then think of a happy relaxed life.

You ought to be insane to desire a comfortable life in these early years of your career. Comfort kills. And more so when its work.

Stop cribbing, bask in his or her glory and make well-calculated moves to build your portfolio. You won’t regret I promise!

 

I quit my job as a sales head of leading channel 15 years back when my son came along. Now that my son has got into college, I find myself at a loose end. Please help. What should I do? People who were interns when I was around are now sales directors.

Does this really matter, young lady? As long as you have craft and good work, corporate hierarchies mean nothing…

What you however need to keep in check is your ego! This is probably what the issue is. You ought to be thrilled that the interns and others who worked with you are doing so well. This is a proud moment and not a moment to wallow in self pity.

So bury that ego and go out there and do your magic. Am sure you’re good at leading sales teams and your absence wouldn’t have changed that one bit.

Stay confident and have faith in your craft.

More power to you!

 

One of my friends wants to leave a popular news portal because a senior colleague there plagiarised and the person was allowed to go scotfree even after he was exposed. I told my friend that he shouldn’t be so idealistic and told him that there is a lot of mediocrity everywhere and he cant make a difference by being aboveboard.

I don’t agree with you one bit on this.

Mediocrity and its manifestations like plagiarism are not things you have to make do with. Yes, there are several journalists who plagiarise and rampantly too. The online world has made life easier for them.

Some of us need a thesaurus when we’re stuck for the apt word, others use an entire para instead! Unfortunately it’s such a difficult thing to curate such copy and they end up slipping by, allowing rampant breach of copyright.

I have personally dealt with such cases at work and with family where one had to deal with plagiarism of the highest order. I recollect once how a collection of poems my mother authored that was almost entirely plagiarised.  Unfortunately, Indian Copyright and IPR laws are weak and these fiends get away with nothing short of murder.

My advice to your friend would be to start looking around for a better media house to work for. If this is the quality of people there, it’s highly unlikely that he will get a career worth its salt. There are several media firms with great journalists who foster an environment that is conducive to great work; More importantly work that is devoid of disgusting practices such.

I wish him well.

 

Can you help reach this message to the government: can we have a nutritionist and dietician on board at my newspaper? We just don’t get the time to visit these specialists but I realise that we are killing ourselves by not paying attention to our intake.

How about a cardiologist and a diabetologist as well ? Wonders will never cease will they…!

While I do agree that a large cross-section of media professionals are laden with lifestyle diseases, I am of the firm opinion that this due to the lack of exercise and irregular eating habits more than nutrition..

Why aren’t people like you spending any time on healthy living practices? Your exposure to content is high and there’s loads of information readily available. You cant expect to be spoon fed by your company or by specialists running around advising you by the minute.

The favourite excuse of not having any time to take care of your own life is just being stupid more than anything else. Devoid of good health your formidable work and busy schedule mean nothing and can be wiped clean overnight.

And moreover, even if the company did have dieticians etc what gives you the impression that their advise would followed ? If regimen was part of your life, then the problem wouldn’t exist in the first place.

So get your act together my friend. Take stock of your life. Start with a through health check up at one of the leading labs or hospitals. This is the right way to start working on your health. Once you have figured all those creaks and kinks in your body, you can set about consulting all these specialists that you desire!

An annual health check-up is essential once you have crossed the age of 35. Lifestyle can be tailored basis these results and in most cases minor modifications in your routine and diet will be remedy enough..

I wish you a long and healthy life bereft of medical intervention of any kind!

 

On that healthy note, I wish all our readers a lovely and auspicious season, resplendent with mouth-watering delicacies and festivity!

 

Ladies and Gentleman, it’s time to say Sayonara for the week and hit the streets to witness the wonderful Ganesh festival in all its splendour… So till the next week then, take good care of yourselves and keep writing in.

 

In case you have forgotten, mail editor@mxmindia.com mentioning ‘Dear MxM’ and your ‘City’ in the subject line and you can be sure we will feature your question soon enough..

 

Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable.

 

For more on his work visit www.xanadu.co.in. He is also Contributing Editor of MxM India.

The views expressed in this column are his own.

 

 

 

By Jaisurya Das

 

Ladies and Gentleman, Hello and Welcome to Dear MxM!

At the risk of sounding like one of those shrill African grey parrots, let me tell you that we are India’s most popular online counsellor for the advertising, media and marketing fraternity. Well it’s a different matter that we are the only ones too.

Well, now that the customary bow has been taken, let me transport you to the India that is..

A few days ago some of us old buddies decided to catch up over a drink.

To be honest, quite a few drinks. Most of us look much weathered by the madness we call life, yet weld 5 TB capacity to banter, cackle and down those silly glasses of ale. Great fun would be an understatement.

And right in the midst of all this intoxicant powered bonhomie, came an interesting realisation. India has changed. To set the record straight, these crazy buddies included two bureaucrats who sat sipping on tomato juice

and virgin mojitos respectively. Whatever happened to those cast iron livers, I wondered..?

We probed till we found the answers. India had moved on from being the eternally lethargic country to a professionally run enterprise styled governance. These poor blighters had to punch in at 9 (bio-metrics and all) and quickly acquaint themselves with all that is to unfold within the next 12 hours,

They shudder when their direct lines ring, for it could be the PM checking on the ground reality. Every single move is monitored be it a file or a thought.

E-Governance is the call of the day. If Amazon can track every stage of delivery, why can’t the government do it? No, am no BJP supporter nor do I know the PM, but it’s important to acknowledge good work.

Apparently, incompetence is dealt with an iron fist and the babus in the plethora of departments return home with no wads stuffed in their pockets

unlike the old times. Some of us take all this with a pinch of salt and pepper knowing what how the propaganda machinery works in every country and yet this was different. These two were great friends and have no reason to lie to

us. Somethings sure happening here.

I have noticed this and written about it in this very column. Now I am convinced that much good is happening. I have since decided to reaffirm my faith in India that is probably now on the brink of becoming a well run super power. Jai Hind!

On that patriotic note, I take you to our interesting bouquet of questions we have from our readers in Gurgaon, Pune, Mumbai and Baroda.

Welcome aboard, Baroda!

 

Sir, I find that some of the news channels like Times Now are busy  drumming away their numero uno status. Do they have to keep doing it day after day? If they are the leader then people know it, so why go screaming and shouting about it?

Simply because channels need money to survive, my friend. Unlike what you may think, media is not in the charity business. Advertisers bring in the revenue which in turn enables the media houses ( TV/ print/ radio/ online ) give its brands at rock-bottom costs to its readers, viewers and listeners.

 

Hence while you may get your paper at INR 200/month, it actually costs well over INR 500/month to produce and this is subsidised by advertising. Fortunately or unfortunately, advertisers need good numbers to justify their marketing spend.

Now do you see the connect? If you have it, flaunt it! The higher the noise level of metrics the better chance that it will remain top of mind. when media plans are put in place. So give the TV channels a break my friend. They need money as much as we do.

And, yes, before I forget most televisions and DTH remotes are equipped with a mute button. Use it as you please.

 

What are the career prospects for programming in radio and what should I have done to be able to consider myself eligible. I am a final year BA in literature?

Thanks for writing in to Dear MxM. Yes, the career prospects are decent on the programming side of radio. This is more about creativity and passion for good music rather than degrees and experience.

I have several friends in programming at senior levels who come with diverse backgrounds i.e. advertising sales to engineering etc. It’s greatly dependent on what you bring to the table, especially at the mid and senior levels.

So you could be part of a band for instance and make a great programming lead at a radio station..

There are courses in Radio Jockeying conducted by several institutes in the country. Some from a few radio companies too. They are fairly robust (especially the radio company ones) and work well on the placement front. Armed with that you can make your way up the ladder.

It would be prudent for you to start participating in ‘RJ Hunts’ which could help you get closer to your objective.

The very best to you! Rock on..

 

Is being ambitious a virtue or a curse? I am asking you this question because my boss recently told me I am too ambitious.

Seriously? He ought to have his head examined !! I seriously wonder how

he got to becoming the boss with such amazing attitude..

Being ambitious is no curse; In fact its a sensible quality to have. Bereft of ambition and objectives in place you can barely get anywhere.

However, getting over-ambitious isn’t advised, as this can be highly demotivating if things don’t work as planned.

Go ahead and keep your ambitions in place. And yes, move on from this workplace as quick as possible. You shouldn’t be  working at a company that has a boss who doesn’t foster ambition.

 

Sir, why is the news media called the fourth estate? It’s not the case everywhere, but I have heard that corruption is a common practice in journalism. I am in the second year of my two-year specialisation in journalism. If journalism has become so materialistic and like many other vocations, I may as well go into a sales job and make money and profits legitimately?

Let’s be realistic, my friend. Corruption is much like a viral influenza…  exceedingly common and highly contagious. India is just one among the various countries that is trying hard to weed out this evil.

Tough call but it can happen. Having said this let me assure you, that what you seem to have heard isn’t really the case. There are a few rotten eggs in the media world too, but as most things rotten they see their logical end in the trash can sooner or later.

There’s a lot happening in this industry and it has over the past decade fostered brilliant minds be it journalism or marketing.

Organisations have got smarter and have created platforms to circumvent truant journalists giving undue publicity using their by-lines. There are transparent methods of buying coverage in such mediums and the concept of having to ‘look after the interests of….’ is now almost redundant.

Hence, if you are really keen on pursuing journalism, my suggestion would be to ignore what you hear and just focus on becoming good with your craft.

That takes a lot of effort, time and diligence my friend. Don’t waste your energies in hearsay.

I wish you luck!

 

And they lived happily ever after… I just love these happy endings..

Pity that most people have forgotten their Enid Blyton days when every story eventually ended with good cheer…

Maybe it’s time we learn to laugh heartily again. No better time than now what with the wonderfully happy Elephant God Ganapati coming home in the next few days. Resplendent with his amazing appetite for all the lovely things on offer, he is for me the epitome of good cheer.

Much music, dance, food and heady festivity marks Ganesh Chathurthi

year on year. The crescendo is so intoxicating that devotees go into a trance like state forgetting the evils of the world. Quite amazing this Lord Ganesha is.

Have a wonderful weekend and I take this opportunity to wish you and the family a wonderfully Happy Ganeshotsav.

And, yes, keep writing in to us at editor@mxmindia.com with ‘dear mxm’

and your ‘city’ in the subject line. We promise to be quick with our answers as always!

 

Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. For more information on his work visit www.xanadu.co.in

 

He is also Contributing Editor of MxM India. The views expressed in this column are his own.