CEO FORECASTS
ROLF HEINZ President, Prisma Media, France
Are you optimistic? Yes, especially as far as my group is concerned.
Has the industry got to grips with technological challenges? The marriage of journalism and technology remains a major opportunity for the industry.
What trends do you foresee? The potential for new brands and products
differentiating themselves through an innovative offer, both in terms of editorial concept and user functionalities. As for ad monetisation, I see further significant growth in real time advertising and tailor made media solutions, for mobile and video.
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favourite magazine brand? Gala
desert island luxury? Thoughts and feelings.
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AROON PURIE Chairman, India Today Group
Are you optimistic? Yes. With strong central government, positivity in international relations, clear focus on driving more investments to industrial and infrastructure development, the country seems to be on the right path in terms of growth. The industry is feeling positive, but there is still a lot of potential which has yet to be converted into sales and adspend. This current growth spurt will take longer to build than earlier ones, but it is going to last much longer. We are sailing in steady trade winds.
Has the industry got to grips with technological challenges? Technology is a double-edged sword. It simplifies the present but makes the future more complex. Managing these challenges is an ongoing challenge for the industry. While technology brings faster turn-around time and quicker graphics, more measurement metrics and more accountability, it also makes media consumptions patterns, as well as the platforms of consumption, change at a fast pace.
While magazine content remains at the core of the industry, consumption patterns are changing fast. But the industry is proving adept at equipping itself with better technology solutions for the same product.
What trends do you foresee? Industry metrics are changing fast, and there is going to be more accountability in the media space – from the Indian Readership Survey (IRS), Television Audience Measurement
surprising fact about you? Not to be published J
(TAM), Broadcast Audience Research Council (BARC), Google Analytics and Comscores. Fragmentation is another reality which media needs to face, as well as niche vertical specific micro- targeted content. News is becoming ‘news plus’, General Entertainment Channels (GECs) are moving from fiction to ‘reality’. Music has gone beyond movie music. Catching the fleeting eyeballs span on your screen is going to be the biggest challenge.
Despite growing with double-digit Compounded Annual Growth Rate (CAGR) in the luxury space, the country’s per capita consumption in the lifestyle and luxury sectors is low compared to global averages. Tier 2 towns are becoming the new hubs of consumption and we’ve see a substantial upsurge in advertising and consumption in these verticals. Special interest titles in magazines are going to gain with this trend and will boost revenues.
YOUNG CHULL KIM CEO, Kaya Media, Korea
Are you optimistic? I’m cautiously optimistic.
Has the industry got to grips with the technological challenges? Not necessarily in this region. We must find
a solution, or will, to overcome the ever decreasing paper magazine sales trend – both in newsstand sales and ad sales.
What trends do you foresee? The smart phone will be reluctantly accepted by advertisers as an ad platform, provided technology for it is improved.
www.fipp.com
Magazine World | Issue 86_2014 17
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