This document discusses the author's experience with magazines from childhood and how their views have evolved over time. As a child, the author enjoyed storytelling from magazines but was disappointed to learn the stories came from the magazines. The author fondly remembers early interactions with comic magazines as an introduction to the medium. While preferences changed over life, magazines played an important role in the author's development. Later in their media career, the author saw magazines reduced to just numbers but working on the L'Oreal business showed the true power of magazines for communication.

1. AIM Seminar – Power of the
magazines
My personal experiences
11th July 2012, Bangalore

2. As a kid I thought my mom was the best story
teller ~ I used to think she could write a book on
kid stories
Then one day my heart broke as I
discovered they were all ‘stolen’ from

3. This is my earliest interaction with
‘magazine’ as a medium
I was really sad the day it became a smaller format and
then finally disappeared (at least from our household)

4. I still fondly remember ‘Dhaboo ji’ –
which was my introduction into comics

5. As I progressed in life, preferences changed
However these titles played a very
important role in my overall development
over the years

6. When I joined the media industry…
 Suddenly magazines were reduced to just numbers for me
 Circulation
 Readership
 CPT/ CPM
 Affinity
 Time Spent
 Ad to edit ratio
And I hated that big time

7. Working on the L’Oreal business I
actually understood the power of magazines…
When they entered the country, 50% of their budgets
went behind these 3 titles
80% of that was behind the First Double Spread

8.  Today the magazine market has matured a lot
 And so has our way of evaluating them from a
communication perspective

9. At MPG we look at communication
TM
using the TTT Ideology
I talk WE talk THEY talk
TALK THINK TRUST
What the What the consumer What others say
company says experiences about the
(Interactions & conversations) company

10. Magazines fortunately deliver in all
there domains

11. This is what we use magazines in 85% of the cases
Regular ads
TALK
Innovations
What the
company says

12. Experiential
Scratch and Sniff
Sampling – A great option which
not many other mediums allow
THINK
What the consumer
experiences
(Interactions & conversations)
Product Literature
Stain Removal Booklet in GHK

13. TRUST
What others say
about the
company
Hygiene prevents disease story in RD
Strips in IT Woman Hair
Removal Story

14. TRUST
What others say
about the
company
Belly band and Holiday Hygiene story in Prevention

15. Advertorial in Maxim linked with male focused Sport
TRUST
What others say
about the
company

16. Finally – I think Magazines allow us
to advertise ourselves
I would want my Drawing Room to have Rather than
… and definitely definitely not a Debonair

17. Thank you!