Tag: Jaisurya Das

By Jaisurya Das

 

Good Morning! Welcome to Dear MxM. India’s very own ‘Agony Aunt’ for the media and advertising fraternity. It’s Q&A Time: Your Qs n Our As.

 

I know it’s a stupid question to ask, but as a professional who is going to be graduating in the next two years, I would like to know this: which is the best city to be in if you wish to work in the media, especially in the marketing and sales domains.

 

Far from stupid young man. It’s your career after ! If you ask me, it’s best to start off in a smaller place.  This provides the much-needed grounding to the young professional. One tends to work more diligently when you’re dealing with small clients etc. Networking and building lasting relationships is often best done at a smaller market.

 

Remember, you’re the big fish in the small pond. Swim with elan but work with that extra bit of dedication and passion. Demonstrating your latent talent at sales and Marketing is essential…Top this with honey smooth Client Service, and you have an absolute winner. Yup, that’s you my friend. All the very best.

 

This is a very personal question, but since you don’t disclose identities, I guess it’s okay to ask in a public forum. My sister is going around with a journalist and is considering marrying him. We are from a business family, and my parents say that journalists don’t do too well financially if they are operate ethically. It’s still early days in their relationship, so do you think we should discourage her from going ahead. Don’t worry, I won’t hold you and MxM India responsible… but it’s just that after being used to all the luxuries of life in our home, if the man in her life is not able to take care of her material needs, she may have problems.

 

While I do understand your concern as a brother, I must add that your parents’ perception of a journalist is unfortunately very warped. Yes, journos spend their best hours at work and they drink tea and coffee excessively, they do earn respectably unlike what it’s being made out to be.

 

In fact there are senior journalists in our country who earn salaries that can put many a CEO to shame.  I know this may sound like a letdown but this is the Plain Truth! Don’t forget that even though you may find one Rotten Egg in a crate of 100, it’s not necessarily the poor bird’s fault is it??

 

She’s your sister. Credit her with some sense, reason and intellect too.  I wish her all happiness in her married life. God bless the young couple. May they Live happy and with Dignity and Aplomb.

 

Sir, I have just completed my training period in a leading channel. While I am quite excited by the HR function, esp since it requires the dealing with various stars and creative folk, I am not sure if HR has much potential career-wise. Please advise.

 

Hello and thanks for your interest in Dear MxM. We are more than happy to be of help.  Unlike what you may think, the HR function is vast and offers tremendous opportunity. If you are a person who is enthralled by people, then it’s HR for you.

 

By the way, dealing with film stars and celebrities are part of your responsibilities by virtue of your current role in a channel. This is not a default responsibility in the HR function.  I am not too sure, as to which facet of HR interests you, but there is no shortage of excitement in this subject.

 

Recruitment, Staffing,Training & Development, and Organisational Development form the backbone of the Human Resource Management function.  It’s upto to you to master the craft of true excellence..The opportunities are plenty and it’s across industries, geographies and people. As I always say, Master the Craft. ..The Career will Follow !

It has to. Go Rock it Friend.

 

I was a star reporter with a leading regional newspaper in Tamil Nadu. Now my family is shifting to Maharashtra. I realise I can’t be a reporter there because I am not comfortable with Marathi or Maharashtrian language (whatever it is called) and Hindi. What should I do. I don’t want to leave my parents as they age…

 

Hi and Thanks for writing in to Dear MxM. Yes you got it right the first time. It is Marathi!

 

It’s really heartening to hear, that you’re forsaking a good job to look after your parents. I sincerely pray, that we see more sons and daughters who have such values. God Bless you always.

 

Coming back to your concern, I personally think it a good idea to talk to your present employers and work out a role for you in Maharashtra.

 

Not only would they benefit from your craft and experience but also be a catalyst to establish yourself in Maharashtra. Contrary to public belief, the State is still a Mecca for most professions.

Welcome to Maharashtra, my friend. You will rock.

 

Well, as they say, all good things must come to an end…But do not despair ! We will be back next week, same day, same space.  You guessed right, New Questions, Super New Answers… Meanwhile, please keep your questions flowing in at  editor@mxmindia.com and please put ‘Dear MxM’ in the subject line

 

 

 

By Jaisurya Das

 

Good Morning and Welcome to a fresh edition of Dear MxM!

 

It is with profound grief that I announce today that: The Salesman is Dead.

 

It’s unfortunate but true.  Brand success has killed the Salesman. It’s hard to believe and obviously tougher to confess. Over 50% of all advertising revenue earned by market leaders across major print media markets in India walks in by default! Hold your breath, this isn’t all.

 

Then there is the organic growth component which invariably accounts for another 8 -15% growth.

 

Then comes the hardsell component, that is, Events and Activations, Special Features, Advertorials, Column Sponsorships et al. It may be noted that this 15-25% + is managed in most companies by a dedicated, exclusive team.

 

The rest is elementary maths. The enormous sales force is responsible for 25-30% revenue. Hence it’s fairly simple to sit back, use MS-Office tactfully and feature in the top performers’ bracket . Simple isn’t it?

• Let me add that, this is purely my inference and gut… No syndicated research, no partisan results. No fudging. 

 

Give it a thought…. It’s rare that you find a committed leader who goes beyond the ‘expected and organic’ to bolster huge initiatives, new revenue streams, operational excellence and zero attrition to competition. If you’re in luck, you get a leader such…Be nice, tell him/ her you value every minute of effort being put in. They’re human after all.

 

RIP, The Salesman. We will miss you.!

 

Sir, I read your column for the first time last week. I am a first year PG student of postgraduation in mass communications. I am interested in advertising and PR as a career, but would like to pursue whatever has an excellent future. Please help.

Greetings ! Thanks for writing in to us at Dear MxM. As always we are more than happy to be of help to you.  To be honest, it’s tough to predict the future of PR or advertising for that matter. The days of forecasting are over. Today the uncertainty is Adrenalin!

 

I am not sure which area within these industries interests you, and hence I shall have to stick to generics.

 

The advertising industry per se is growing, albeit at a slow pace. Creative excellence is assuming more significance now, thanks to some bright young minds calling the shots.

 

Clients in turn, have become more discerning and today demand smart, fresh work, in line with what they are exposed to globally.

 

Opportunities are a-plenty, with most agencies hiring talent every quarter, be it account management, planning or creative. Slog? Yes, will need in order to carve even a tiny niche. But then,that’s what life is about, isn’t it?

 

PR on the other hand has matured over the past few years, and is today greatly focussed on brand sustenance and crisis management. Revenue generation is a critical objective within the PR company and almost everyone works with a target of some kind.

 

PR as an industry is stagnant or so I hear and hence cannot be considered an organic growth destination… Drafting press releases, Media Coordination and Relationship Management etc are the Basic Responsibilities a new entrant can expect.

 

So, the ball is in your court now! All the best.

 

I read with some worry that a senior editor’s article was dropped because it was against someone very senior in the government. If people – publications and editors/ publishers/ business heads – do not have the freedom to write, then why do people get into the world of news journalism. Sir, what is your view?

Well, this isn’t a new phenomenon, and most editors and journalists have been at the receiving end of management intervention and control. In fact, one of India’s largest media houses earned an infamous reputation for having led this practice.

 

Highly debated, yet numbers proved beyond doubt that marketing muscle could overcome any negativity associated with management control. Circulation grew, readers multiplied, advertising revenues peaked and soon enough, the editors became redundant.

 

It’s sad but true. An average reader today is blissfully unaware of the presence of an editor. Content has been dumbed down to suit the infotainment palate. It sells!

 

Unfortunately, the Sanctum Sanctorum of a Newspaper has been unceremoniously infiltrated.  After all, the sentiment is who reads the newspaper for news any longer. Toeing the line though isn’t a crime. Sales, marketing and all the other functionaries have been doing it for decades now.

 

This is the reality. Don’t like it? Too bad, this is here to stay. Amen.

 

Last week, I was reprimanded by the boss because he questioned my decision to raise doubts about the decision to drastically cut down sales rates and offer discounts. Now I want to leave the organisation, because I think indiscriminate discounts are detrimental to the business interests of any organisation. Please advise

Hi and thanks for writing in. This is something that I personally am vehemently opposed to as well.  You are absolutely correct and there are over a million examples of revenue attrition thanks to arbitrary discounting.

 

Interestingly, most often it’s a case of chasing volumes to portray artificial growth [read short-term] and performance. Volume-based monitoring of growth is long gone, considering the immense cost of overheads and basic DVC [Direct Variable Costs, That is, newsprint, consumables etc].

 

The other well-established cause for random discounting is the demonstration of executive power. This is often noticed soon after a change of guard at an organisation. “Not to worry, Just give me a call and I shall take care of it.’ Now this is what I call a Double Whammy !!!

 

One stone such and the media vehicle as well as the sales team are rendered useless..

 

Rates are in fact a true marketing professional’s armoury. They signify supremacy, positioning and sheer marketing might. In fact one has raised advertising rates arbitrarily to signify a growth in numbers, even before any leadership is established.

 

Stick to your guns my friend. You will win eventually. God bless the management and owners who encourage / turn a blind eye to such revenue attrition.

 

Have a real fun weekend ahead and, yes, do take good care of yourself!.

Drink if you must, but do so responsibly.

Like it or not, we will be back next week, Same space, different questions, very different answers ! 

Dear MxM, because, we care.

Write in to Dear MxM at editor@mxmindia.com clearly writing Dear MxM in the  subject line.

 

By Jaisurya Das

 

Hello and Welcome back to this week’s Dear MxM; Your sounding board 24/7, 365 days a year.

 

May I request our readers and friends to join us in observing a minute’s silence to pay our respects to the world’s finest mind and a thought leader par excellence. Arise my friends… Thank you.

 

Meanwhile, your Questions, our Answers… Read on!

 

Last week, my HR department slapped a new rule at me saying that either my boyfriend or I have to quit the organisation because the company does not encourage employment of the husband and the wife working in the organisation. I think the rule is unfair as we were unmarried when we were joined. Sir, is this rule legally tenable? Please advise.

Hello and thanks for writing in to Dear MxM!

 

Am sorry to disappoint you my friend but yes this is a corporate policy/diktat which is tenable in a court of law.

 

It May be further noted that: Signing of an Appointment Order/ Employment Contract /Document Is Deemed to be the Prospective Employee’s Complete Comprehension/ Understanding and Acceptance of the Terms & Conditions of the said institution/ company/AOP etc.

 

I have, for the sake of this example assumed, that both of you have signed a document of appointment, after being shown the entire content of the same. My honest advice to you is to explore new career opportunities in the market. For all you know, both of you may land terrific jobs, rendering your current employment seem like a mere detail for the CV.

 

I would urge you to stay clear of any legal process, as this may be detrimental to both your existing and future employment. It may interest you that the undersigned has experience in handling such a case on behalf of the media house i worked with. On more than occasion, the Hon.Court of Law ruled in the company’s favour.

 

I work as a journalist with a leading English channel currently having operations in only one language. But I understand going forward with the channel’s plans to merge operations with a Hindi channel​, only those who are bi-lingual will be retained. This could be endless. Finally the management will want us to be fluent in 10 languages. What is your view on this?

Greetings! It’s obvious that you are viewing this from a very negative  perspective. My apologies for being candid on this, but this is what we are about. We say what we have to, but only because we care for you.

 

Reading your mail, I was instantly transported to the dense jungles of Africa where the pro-active shoeseller set foot upon, only to reinvent the need for footwear. The rest is history….

 

I wish you all success ahead. And yes, if you wish to give this thought, then list down the potential opportunity this multi-lingual TV house is giving you on a platter.

 

By Jove! Wake up, my friend!! Negativity has no place on a career roadmap.

 

I am nearing retirement but am fit as a fiddle and believe I can work for the next 20 years. What is the scope for employment for a 58-year-old as a marketing professional in the media?

Hello Sir! I am honoured that you have written in to us at Dear MxM Welcome aboard the MxM family. Join us in our endeavour to infuse hope, determination, positivity and good cheer in our fraternity.

 

Indeed Sir, There is always ample scope for a seasoned professional like you. I am surprised that your current employer has not offered you an extension / new assignment post the date of retirement. Such energy and enthusiasm, is difficult to come by today, despite the average age having plummeted down in most media houses.

 

I would attribute this to both myopic vision of the principal shareholders/ CEOs as well as their lack of skill, in distinguishing the wheat from the chaff. Age is probably a limiting factor if you are at the controls of a formula car/fighter planes, Fitness I understand but calendar age in marketing??

 

My apologies to my good friends who own/ lead media companies but I am a maverick. You branded me so. I must live it to the hilt!

 

All good wishes, Sir. Do let us know if we can be of any assistance to you ever.

 

Have a stupendous weekend my friends. Live it with reckless abandon for we will be back with you next week , same space . Yes with New Questions and Brand New Answers !

 

Do take good care of yourselves. Goodbye for now!

 

By Jaisurya Das

 

Here we are. Your Questions. Our Answers. For, we care.

 

Sir, I joined my organisation a few months back and find that there is no committee to look after sexual harassment complaints as per the law. While I don’t see any specific sexual harassment cases in my organisation right now, as a woman, the existence of a committee is reassuring that there is some forum to take care of your rights. I am an entry-level executive and don’t want to harm my chances. What should I do?

Hi, and Thanks for writing in to Dear MxM. You are absolutely justified in expecting your company to have complied with the law and constituted a sexual harassment committee. If at all you are discussing this, do so only informally rather than coming across as someone, who has pre-conceived notions of her work place.

 

This is the time for you to put your best foot forward,make a mark and create an unique niche for yourself. Focus on your craft my friend. All the rest will fall into place committee included!!

 

Stop worrying .The world isn’t as bad as it seems

 

My boss is the best salesman I have ever seen. But just as he’s good, he also has a mercurial temperament. I tried to get him to meditate as you recommended a few weeks back, but he isn’t able to do it. I have spoken to the boss’s wife and asked her to take him to a shrink, but she’s not sure it’s a good idea. What is your recommendation

A mercurial temperament could actually be beneficial to your boss’s health. Contrary to popular belief, most often it’s the people with a calm exterior that get hit hardest . Mental ailments such as anxiety, mood swings, alcoholism, depression etc are all become rampant now.

 

Getting back to your query, personally the decision to consult a psychiatrist is not something you or me can take standing on the periphery. I would imagine his wife would know best !

 

Why not leave this decision to his family? There will only do what is best for him, keeping in mind all factors.

 

Sir, I was a confirmed employee until last month when management offered me a contractual employment with hike in salary. While I am happy about the money, the job-in-perpetuity safety net has gone. What is your view on both the options?

To be honest I can’t think of any job today that can offer you both safety and permanence. Eventually what matters is your happiness and satisfaction!

 

My advice would be to accept the contractual employment and forget about the  detail.

 

You have given your best all these years. Now you are getting paid for it. Enjoy the raise my friend. Take care and all the very best.

 

I called the MxMIndia office with a desire to meet with you for counselling. But I was told you live in Pune and Bengaluru and we can’t meet you. What is the truth? Can we do a Skype consultancy?

Justice is served. The Truth is finally out in the open. I am a gypsy and I shuttle between towns and cities. Boundaries are for the cartographers or so i believe.

 

Yes, we can certainly meet but before that, i would need to have a few details and hence request you to mail me at editor@mxmindia.com. Given the personal and confidential nature of one to one counselling, I am constrained to list the details required in this column. I trust all of you understand.

 

Have an Exciting & Happy Weekend! I will be back next week with ‘New & Improved’ Answers.

 

Jai Hind! (sometimes i wonder why the public at large,desist from using this salutation to our country more often. It’s our INDIA after all). Amazingly Proud To Be An Indian…….

 

The questions may be shot off at the earliest to editor@mxmindia.com with ‘Dear MxM’ mentioned in the subject line

 

By Jaisurya Das

 

Sorry about missing out on last week. The laptop crashed and some other engagements ensured that I could turn in your answers because of another commitment. But we now have a bank and write a week ahead, leaving enough time for contingencies. Meanwhile and without further ado: Your Questions. Our Answers, Ruthlessly Candid. Because We Care.

 

Sir, I am the same person who asked you about the new CEO in my media company. Some of my colleagues don’t agree with your response. They say that the owner has given him a long rope. The honeymoon period will last at least a year. My concern is that in this one year, we could run into irreversible growth. What should I do?

The time has come my friend. You must move on before it gets the better of you.  I know how tough it is, yet at times,it pays to be selfish.

 

“Give the world the best you have and it may never be enough. Give your best anyway. For you see, in the end, it is between you and God.”

 

Do I need to say more ?

 

Sir, I want to be a marketing executive in a newspaper and am due to complete my MBA next week. In my internship, I was asked a question on who my role model is from the media fraternity. I said Rupert Murdoch and got slammed. Then I gave the name of a few Indian media owners, and I was cross-questioned again. I know you can’t give me the name of who should I say is my role model, but still what is a safe name to give in an interview. And, unlike beauty pageant contestants, I don’t want to say Mahatma Gandhi is my role model! LOL

The undersigned has granted you the permission, to declare that he is your Role Model. This permission is being granted strictly for non-commercial purposes only .

 

I trust the query has been answered to your satisfaction! J

 

I hate to admit it, but you have me completely stumped on this one!  I don’t even know what qualities I should be looking for in a potential role model! However, if someone were to ever ask me this, I would probably have said that, I was my own role model. In any case, in today’s world, there is no legacy to ride on. You are finally as good as your previous day’s performance.

 

They make leaders now, not mentors. I was lucky I had a mentor who believed in me. He still does. I explored, experimented and delivered. I knew he was there if ever I messed up. They don’t make people like that anymore. Thank you, Sir. God is kind.

 

Sir, you wrote you are a hotel management graduate. If you have give the ‘menu’ of a successful media manager, what would it be (like 100 gms of confidence, 200 gms of knowledge etc etc)?

Simple. Good luck, gift of the gab, survival instinct , academics, skill,honesty of purpose and the passion to learn, to excel. The proportions don’t matter. Just do what you like with all of this.

 

It will turn out well. Go for it. All the best.

 

See you next week ! Take good care of yourself. Your Questions, Our Answers.

 

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

 

 

By Jaisurya Das

 

Good Ladies, Morning and Gentlemen !

Oops! That doesn’t sound right, does it?

Coming to think of it, why do we have to conform all the time? Why can’t we just sit back and live the little pleasures of life???

Why do I have this strange feeling that we have stopped being selfish… and throwing ourselves to the sharks is now just as easy as a day at work?

Can we afford the luxury of a five-minute break ?

Did I just hear a Yes? Let’s do it then, and right now!

Sit back, feet on ground (socks/shoes, etc all good!) and let your body relax, go as limp as you can…

Let your hands rest comfortably on your lap… Take a slow deep breath………..hold……..and exhale…………

One more time: Slow deep breath……………hold……..and exhale……………..

Now that your body is more or less relaxed, allow your mind to wander……………. not for a moment stressing to keep it blank.

Yes I know, an uncontrollable stream of thoughts are hitting your mind, one after the other……… Don’t try and resist them. Instead recognise each one of them and allow your mind to accept them. And let go of them unprocessed.

Greek??? It’s fine, sit back and breathe normally! Will explain. Let’s assume at this very moment, a fresh thought reminded you of the client meeting scheduled at 15:00hrs.The time 14.35.

You begin to collect your thoughts on what should be discussed, your rate offer, how much to stretch etc. Now this is a classic example of processing !!!

Stop at the thought of a meeting less than an hour away. let go…. unprocessed .

Sit back and relax. Gently shut your eyes and listen to every little sound that you hear.

People, phones, the familiar creak of a chair, the rain lashing against your window and the faint bark of the neighbourhood dog.

Just listen. It’s amazing, isn’t it? How each little sound is crystal clear and magnified. And to think these sounds were always there and yet we didn’t hear them.

Five minutes? Gently open your eyes, take a slow deep breath and stretch your hands and legs. Now get up, splash some water on your face and you are ready for your meeting. Kill it, pal!

Felt nice? Did I hear a Yes? Am happy. Very happy.

May be the next time, you will want to do it for 10 minutes. And if I am lucky, a few times the same day.

Meditation. As complex as it’s made out to be, can be as simple as listening to the sounds around you!

It’s time to be selfish. Do this and for yourself this time. Stop worrying about the sharks. Believe me, they are well fed.

Nostradamus is history. Who knows what lies ahead, my friend?

Life is for Living. The World can Wait.

Celebrate Life. You Deserve It.

Do write in, if you believe this week’s Dear MxM made a difference. Thanks once again for believing in us .We honestly care.

Time Out!

Your Questions, Our Answers . Dear MxM Season 2 is here.

 

My boss is suffering from stress-related issues given the heavy pressure of sales targets. I have discussed the issue with my HR department several times, but they just don’t understand. Frankly, I don’t want to suffer in the way my boss has when I reach his level. Please advise what I should do.

Simple. Start celebrating life!!

No cliché this. Don’t forget that the rat race that most of us    are pushed into is our own creation. Its manmade and that’s what makes it so difficult to negotiate!

We excel in the unique art of complicating our own lives, creating one bogey after another. It’s about time we introspect and arrive at what we actually want from life.

Relationships are shattered, families torn apart, children estranged .Even the unsuspecting dog in the family isn’t spared from the wrath of “The Great Indian Rat Race”.

Hapless victims of stress brutally weaned from their hard earned embellishments of success!

Looking back today, I ask myself if the pin-striped suit, the fancy cars and the cultivated persona of success truly mirrored my raison d’être. You think right, my friend!

Stop pushing hard on the door looking for happiness. It opens inward. Celebrate life. Cheers!

 

I have worked in a large media group in Nagpur and I now need to shift to Mumbai as my dad has got a job there. Sir, I met with a few media groups including my own office in Mumbai, and I was told that I will need to start at least two notches lower. This is very unfair. Sir, please advise what I should do. Thanks

I am certain that myopic mindsets where craft and skill are ranked basis geographies only affect the company itself.

Don’t worry, my friend. If you have what it takes, nothing can stop you. Don’t compromise beyond a point. Look beyond your current function. Am sure it’s just a matter of time before you get what you deserve. True craft can never let you down. All the very best!

 

I have been leading a news bureau for some years and I now want to get into a business-y role. I don’t know what will happen in the future, but can you help me with any books that I should read in finance and marketing?

That’s a tough question since there are over a million books that could be of help.

For a start, you could read the biographies and works of business legends like Ratan Tata, Lee Iacocca, Akio Morita, David Ogilvy and Richard Branson etc.

Besides making interesting reading, these books also empower you with a strong perspective of business and its facets like marketing, finance etc.

Honestly, a good option would be associating/ partnering with someone who is already in business and proficient with finance etc. This will also give you the much-needed breathing space, when you are establishing yourself.

The demand for quality content providers in online and print will only grow further giving you ample opportunity to pursue your business interests. All good wishes for your foray into entrepreneurship.

 

Sir, I am an Indian but have studied in Dubai. I want to work in the Indian media as a journalist. Should I take up a job here and then seek a transfer or the other way around. Please advise.

That’s good to hear! India is probably one of the most exciting media markets of the world. Indian media today can boast of the best minds in the industry be it content generation or marketing.

Adding to this is a very mature, receptive, media-savvy audience that keeps the industry on their toes!

It’s in your best interest to take up an assignment here considering the sheer exposure you would get. There isn’t a better training ground that I know off.

Time to pack your bags, my friend!

Welcome to unarguably the best media market of the world. Jai Hind.

 

Have a stupendous weekend and take good care of yourselves. We will be back next week, same day, same space.

 

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

 

By Jaisurya Das

 

My boss says that I can’t rise very high as a client servicing executive because i am a postgraduate in commerce and not in management. He says I should do an MBA. What is your advice?

Hi, first things first, don’t ever feel that your PG in Commerce is  in any way inferior in comparison to a PG in Management. On the contrary , it may turn out to be a huge advantage for you, when you are being considered for senior levels, especially those that involve profit centre management etc.

 

Having said that, I second his view on pursuing your Masters in Management as well. This will not only build your perspective, but also catalyse your growth within the agency. Companies today look for such differentiators when it comes to hiring/ promoting their recruits. I know of a lot of companies today, where strict directives on this are given to the HR heads.

 

Do remember that an added qualification will only fuel your progress, irrespective of the industry. So stop worrying and go for it, my friend!!

 

I am going to marry a colleague from the office, who is also part of the sales team. I have been advised by various people that it is better that after marriage my wife and I should not work in the same Organisation. Sir, what do you suggest?

Personally it’s not something I advocate. The same department  Is certainly not advisable . It would only end up being a constant source of discomfort to both of you. However professional both of you are , it’s not an easy task managing this proximity at work.

 

The risks far outweigh the benefits, my friend . Am more than certain that both of you are more than equipped, to be hired elsewhere. That may end up being the turning point to fast track your sales career.

 

I am told that the income rise is faster in the sales function than in marketing… In newspaper organisations, that is. I work with a leading newspaper and have just finished my training process and can decide  which department I should move to. What will you suggest? Thanks.

This is true of almost every company today and rightly so. The sales team takes most of the heat both internally and externally day after day. In the sales function it’s almost a hire and fire scenario, with achievement of targets being the only parameter most of the time.

 

You are as good as your performance the previous day! Wouldn’t you want to be compensated well as you ascend the steep stairway of recognition and success?

 

The choice is left to you. Marketing as you know, encompasses  the sales function too. Listen to your heart my friend …forget about this never-ending race to acquire a bulging wallet. Believe me, wallets such only give you a chronic backache at the end of the day. Once again I repeat , master your craft and the career will follow !!!

 

To a great weekend then! Take good care of yourselves I promise to be back same space, same day, with new thoughts and new answers! Yes, Thursday it will be. Amen.

 

By Jaisurya Das

 

Dear MxM is normally carried on Thursdays. Due to a technical hitch, we couldn’t carry this yesterday. So here goes. And we’ll be back next Thursday…- Ed

 

Greetings! Welcome to the ‘New, Improved ‘ Dear MxM,

Now fortified with our patented SI (Stress Inhibiting) micro-nutrients to give you extra bounce, radiance and confidence!

Okay, so let’s get to the Q&A…

 

My neighbour is excellent in writing, but is a college drop-out. She is interested in editing and subbing copy, and I have seen that she can make for a good desk hand. But she’s a drop-out after Class 12 and finds that most big employers do not employ non-graduates. Is this really so? And why?

True, a degree from an UGC-approved university is mandatory nowadays and this is true of both large and medium corporates. It’s the primary filter used across functions in screening applications.

 

This requirement can certainly be fulfilled, provided your neighbour is ready to take that effort. She should enrol to a credible UGC-approved open university like IGNOU etc . They offer a variety of subjects, provide course material as well as conduct contact programmes in most cities in India.  It may not be advisable for her to delay this any further, since entry-level requirements are only set to get more stringent in the days to come.

 

All friends tell me I have a good face on news television but I only need to improve my diction. How do I do that, Sir? I live in Lucknow and there are no classes for diction here. I searched the internet, and found nothing in Delhi either. Please help.

Am surprised there are no Conversational English (I presume the reference being made is to English diction ) classes in Lucknow and Delhi!

 

All the same , you could ideally connect with the English department in the university who may have a database of spoken English tutors in your city. Recruitment firms (call centre specialists) will also help you with names of call centre trainers  who focus on sharpening diction, intonation etc .

 

The trainers focussing in the UK process would be best suited for your requirement.

 

There are also several audio/ video training DVDs which could help in giving you a quick start with your diction training. Crossword, Landmark and leading online booksellers like Amazon and Flipkart are all well-stocked with training material in the digital format.

 

Sir, Is there any formal training one requires to get into advertising sales in TV channels and newspapers?

Yes, it’s essential to have a good degree in order to even clear the application screening process. A normal graduation coupled with a PG degree or diploma in marketing / mass communication  / media studies/ advertising etc would make your entry simpler.

 

However, the degree or PG in itself, cannot give you success in your career. You need to believe in what you are selling, put your heart into it and walk head high with pride. Focus on building your sales craft. Leave the rest to the rest!!

 

My father works with a leading newsmagazine and I have telling him over the last two or three years that magazines are going to die given the various research reports I have read. My father still has five years before he retires, and I am worried about his future. Please advise. For your information, he’s in the the production function of the magazine, and he can’t move out to any other industry.

My friend , I can’t seem to understand what pleasure you derive from giving your father sleepless nights year after year… The very fact that for the past three years nothing drastic as you cautioned took place should be reason enough to stop sermonising him. Magazines still exist, and in the same form!

 

Experts and trained production professionals  like your father  handle all the rapid strides print production has taken over the years with immense skill and ease.

 

Stop worrying about his future! Contrary to what you believe,  enough opportunity exists for competent production professionals and more so for those with his level of experience and skill. Why not seek some advice from him on your career pursuits??? You never know, he may surprise you with his wisdom and understanding of the marketplace.

 

Dear MxM takes  this opportunity to wish all of you the very best life can offer !!  Have a great weekend and take care of yourselves. We will be back next week , same day , same space  with more questions , more answers!! And, thanks, Ed for scaling up to include additional questions!