Lokmat renames its Ad dept. as AIM and Circulation dept. as RACE

To drive its growth agenda in a more meaningful manner in Maharashtra and Goa, Lokmat Media Ltd renames its Advertisement & Circulation departments as AIM and RACE.

 

AIM stands for Aiding Impact Monetization. The advertisement department does chase every rupee in the client’s wallet, but, at deeper level, it has to monetize the impact delivered as response to advertising released in the columns of Lokmat, Lokmat Samachar & Lokmat Times.

 

‘Aiding Impact Monetization’ also sets the agenda for AIMERS (Team members of Advertising department) to provide innovative and skillful selling of solution to the clients.

 

RACE stands for Reader Acquisition & Content Engagement.  Traditional circulation strategy, the Group has realized, will not work any further.  Therefore, the circulation department’s new mantra is to consolidate and widen the target net.

 

Backed by a rejig of its crackling editorial team, Lokmat now promises to deliver more engaging content.  The circulation department, therefore, has to re-align its focus to reader acquisition and content engagement.

 

“From a pure distribution focus, the circulation department now moves to follow a Reader-Centric approach to acquire and retain readers who are important for our future growth,” says Jwalant Swaroop, COO-Publishing, Lokmat Media Ltd.

 

“In a time like this it is important to enhance focus in our business. The two most important and critical departments for the topline growth of our business are Advertisement & Circulation.  Therefore, renaming of the two departments will bring focus to the core competence and also align every team member with the larger vision. “The two teams now have a new vigor to drive the growth agenda,” adds Swaroop.

 

The timing of the announcement has been most appropriate as the economic slowdown is pushing media owners into re-engineering their businesses.