@ IMC'10 Day 2: Coping up in the recent downturn and developing a sound distribution system

The second day of Indian Magazine Congress (IMC) was held on 7th September 2010, organized by Association of Indian Magazines (AIM). This day's discussions and thoughts were far more intense and interactive than the previous day with topics ranging from PRB Act to strategies used in the recession to ROI to the distribution system and also how to re-invent the B2B business.

How did the magazine world cope up with the recent downturn? For the panel discussion of "The Smartest Strategies used in the Recent Downturn', the panel comprised of Anant Nath, Director, Delhi Press; Ashish Bagga, CEO, India Today Group; Nick Carugati, Director of International Advertising and Brand Partnerships, Time Out, UK; Riyad Mathew, Senior Assistant Editor, The Week; and R Rajmohan, Publisher, Open Media Network. The moderator for the session was Chris Llewellyn, President and CEO, International Federation of the Periodical Press (FIPP).

Chris Llewellyn introduced the topic and drew up a backdrop as to how the international scene was during the recession. Most of them only re-focused on their product and tried to better it in order to maintain their readership. "We at The Week reassured our staff and gave them security and ensured that there were no salary or promotion cuts. We needed their support and trust" said Riyad Mathew.

Even Anant Nath of Delhi Press focused on their product and even noted a 25 per cent growth during this time.

Ashish Bagga of India Today Group stressed on how they had to look at the market differently and focused on restructuring and collectively drawing synergies. "Though the phase was difficult, we made optimum use of our resources and even launched brands during this time. Through synergizing and restructuring, we have come out of it, leaner and fitter". He further said.

Nick Carugati of Time Out explained how they used the brand to engage with the audience across platforms. While R. Rajmohan of Open was also of the opinion that the recession did see an arrest in terms of growth, although most of them have taken it well. In fact his magazine "Open' was launched during this time and has managed to gain a market.

Recession may have crippled other businesses elsewhere but in the world of Indian magazines it wasn't such a big hit, and most of them may have even come out of it with flying colours.

The other attention-grabbing discussion that took place was on the topic "The Changing Distribution Landscape'. The moderator, Ashish Goel, CEO and Chief Financial Officer, Amar Chitra Katha piped up the discussion with entertaining one liners that kept the audience amused. DVS Rama Rao, Chief General Manager, Sales and Operations, Media Mart; Niraj Rawlley, VP, Circulation, Outlook Group; and Rajagopalan Nair M, Chief General Manager, Circulation, The Week constituted the panel.

DVS Rama Rao from Media Mart said, "Publishers need to invest in those channels where they can reach their readers directly. Is it not important for publishers to invest in the distribution network?" he enquired. He went on to highlight the issues of clutter at newsstands and retail chains.

The other panelists gave an overview of the initiatives they have done. Rajagopalan Nair M from The Week spoke about emerging outlets for distribution. Neeraj Rawlley from Outlook revealed that 90 per cent of this channel is from the unorganized sector and that there is a definite lack of sound distribution system in place.

Goel stressed on the importance of having an uncluttered space on the newsstands especially at the point on when the sale is being made after giving out some figures.

The publishers need to realize that only if they look at this side of the business more critically will there be better circulation for their magazines. | By Janees Antoo [janees(at)adgully.com]