The Resource 24 x7 produces special features for leading publishing houses

The Resource 24 x7, a media consultancy firm started by Jayesh Asher, a media sales person with over two decades of media sales experience has carved a niche for himself by entering into the content-driven media solutions for the advertisers. In the publishing language, he is into outsourcing of Special Features for leading publishing houses. In the 18 months of the starting of his consultancy, The Resource 24 x7 has executed 11 special features and those from the media sales background would acknowledge this as a remarkable achievement. The two features titled Logic of Logos and Journey of Brand PiyushPandey both published in a leading newspaper stand tall in the list of the projects that have been executed so far. Another seasoned media sales person NutanSen has recently joined hands with him and together they have plans to execute 12 features in the period April to March 2014 – 15.

Asher explains therationale behind such a niche consulting initiative in detail stating that his experience of over two decades in leading media houses suggested that the publications would welcome such an offering.He said, “This would mean incremental revenues for them as the advertising in such initiatives are on an adhoc basis from unplanned budgets. Also engaging an exclusive team internally for the publishing house would prove unviable as each special feature takes a minimum of two months to execute. The publications instead would prefer to focus on the regular campaigns.”Asher says that his work begins where the publication’s ends. Moreover, the clients also benefit by placing their communication alongside the editorial content which suitable to draw the attention of their target audience. He admits that media sales person cannot run a traditional agency as they do not have 360 degree media exposure comprising of variety of media vehicles and also he would have to compete with established agencies which would be an uphill task.

Having succeeded in Mumbai, Asher wants to scale up his operations in other cities. He has initiated a couple of projects in Pune and will be shortly entering the Gujarat region.