Tag: Dear MxM

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

 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

 

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

 

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

 

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

 

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

 

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

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

fun-filled  week ahead.

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

Just pure newspaper.

Yes, The Newspaper is a Religion.

And religions don’t die.

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

 

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

 

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

 

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

 

In India, Newspapers are a Religion. Respect it.

 

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

 

Read on…

 

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

Hi and thanks for writing in!

 

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

 

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

 

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

 

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

 

All the very best to you in your entrepreneurial foray.

 

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

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

 

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

 

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

Our basic primal instinct veers towards titillation of our senses.

One way or the other.

 

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

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

 

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

 

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

 

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

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

 

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

 

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

 

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

Craft comes into play, else you fall right through.

 

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

 

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

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

 

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

 

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

 

Unfortunately, that’s easier said than done !

 

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

 

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

 

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

 

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

 

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

 

Dear MxM…  simply because, we care!

 

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

 

 

 

By Jaisurya Das

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

Read on ….

 

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

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

 

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

 

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

 

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

 

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

 

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

 

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

 

Are the CEOs and CPOs listening ?

 

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

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

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

 

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

 

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

 

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

 

Hopefully good sense will prevail soon. Amen.

 

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

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

All the very best to you.

 

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

 

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

 

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

 

By Jaisurya Das

 

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

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

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

 

In random order of blunders committed:

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

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

 

2. Stop Listening.

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

 

3. Believe that your company is Invincible.

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

 

4. Hire ‘Yes Men’.

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

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

 

5. Underestimate competition

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

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

 

6. Toy around with multiple initiatives.

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

 

7. Disregard Universal Truth.

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

 

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

 

Accept it, work around it.

 

8. Spend recklessly.

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

 

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

 

Spend, but judiciously.

 

9. Encourage Gossip.

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

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

 

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

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

It is pointless believing you are in an Utopian world.

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

 

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

 

Wish you a very Happy Diwali!

 

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

 

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

 

Online shopping, offline bargaining and what have you!

 

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

 

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

 

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

 

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

 

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

 

Yes, India. 

 

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

 

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

Is this taboo? Is this sacrilege? 

 

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

 

Give India a chance. It’s about time !

 

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

 

Jai Hind.

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

 

 

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

 

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

 

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

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

 

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

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

 

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

 

 

 

 

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

 

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

 

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

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

 

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

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

 

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

All the best to you in your noble pursuits !

 

 

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

 

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

 

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

Content is the future.Nothing more need be said.

 

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

 

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

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

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

 

I rest my case.

 

 

 

 

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

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

 

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

 

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

 

 

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

 

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

 

 

 

 

By Jaisurya Das

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

Hi and thanks for writing in to Dear MxM.

 

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

 

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

 

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

 

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

 

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

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

 

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

 

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

 

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

 

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

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

 

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

 

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

 

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

 

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

Thanks my friend for writing in with a super question !

 

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

 

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

 

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

 

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

 

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

 

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

 

Of course, we care. It’s Dear MxM!

 

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