Chris Llewellyn, president and CEO, FIPP, this morning (12 October) opened the second day of the 38th FIPP World Magazine Congress in New Delhi, India.
The first session of the day looked at what advertisers want from magazines. “We not only want the demographics of your readers but also the psychographics”, said Tomas Ernberg, managing director, Volvo Auto India. “We think about where, when and how the mix of advertising will work before we make a decision, but we need clarity and creativity”, he continued. Although the information that most magazines give to their advertisers is satisfactory, Ernberg believes that a greater depth of information about who is actually reading the magazine would be a lot more helpful. “We know what our customer looks like, and if yours is the same, then we will want to work with you”, he concluded.
Vikram Sajhuja, CEO, Group M, South Asia, said that magazines should not be apologetic about the numbers they present, they should instead focus on the idea that a magazine’s content is at the heart of everything, and “putting a value to those numbers” is critical.
Philip Thomas, CEO, Cannes Lions Festival of Creativity, UK, gave a really interesting presentation packed with case studies about how advertisers are maximising their creativity and in turn, maximising profits.
Philip Thomas' presentation:
Picture courtesy of Exchange4Media.
FIPP would like to thank the sponsors of this event, without which it would not have been possible:
The New York Times Syndicate