“It is all about managing the 4Ps effectively”
Print is a one-on-one medium and could be used to fight in the multimedia platform, says National Geographic Traveller India’s Manas Mohan
The travel genre has been steadily evolving in India. With the advent of globalisation, there has been a significant change in the way people perceive travelling these days.
According to Manas Mohan, Publishing Director, National Geographic Traveller India and COO, ACK Media, the magazine is one of the most read travel magazines in India, which has seen an ad growth of 100 per cent quarter on quarter.
In conversation with exchange4media, Mohan talks about the kind of content that works in India, the significant aspects while advertising and the launch of National Geographic Traveller India’s Holiday Special in March 2013.
What are some of the challenges that you see ahead for the print medium?
I think the biggest challenge that the print industry faces is that it is a very tangible product. My cost per user cannot go down. In terms of being a one on one medium, it is my strength. We need to use that strength to fight in the multimedia platform. But I do not care what medium a person reads from, since in the end it is the content that stays with the person throughout.
According to you what kind of content works for India?
National Geographic magazine consists of totally transnational content and doesn’t need to be localized, but its travel content needs to be a lot more relevant to the person reading it. Hence, I cannot talk about the way an American travels, but instead have to talk about how Indians travel. We want to be for the Indians, by the Indians and of the Indians. Travel content and local story content is definitely localised, but a significant part of it is not, in order to maintain balance.
What are some of the initiatives been undertaken on the mobile platform given its increasing popularity? What are the significant aspects that you focus on while advertising with a brand?
We are probably the most evolved travel magazine. A lot of us like reading magazines, but sooner than later youngsters would probably read content on tablets and screens. So there are lots of applications that have and will make it possible.
As far as brands are concerned, we cannot be too closely aligned with any brand. Hence, we are not associating with brands, but yes, we have worked with brands to get the best possible information for our TG and convey the message to the right TG. We also do special sections with them. And because content is leading, we want to advertise around it. Hence, the advertisements would be revolving around the content and not the other way round. Some of the brands that have advertised with us are Australian Tourism, Tata Motors, Swiss Tourism, Rolex, and Porsche, among others.
Could you elaborate on the content of the National Geographic Traveller India Holiday Special that is being launched? What are the marketing initiatives being undertaken to promote the same?
National Geographic Traveller India’s Holiday Special issue will inspire readers to take a vacation this summer, whether they go for three weeks or three days, whether it is a trip with the family or an adventurous break with friends. The Holiday Special packs in a lot of information and ideas, as well as shares authentic experiences from the world over turning adventurous vacations, family trips and weekend gateways into transformative journeys. We will have five different sections in the magazine that will be very relevant to people reading it.
As far as our marketing campaigns are concerned, it collates to the four Ps of marketing, where opportunity is fulfilled by the four Ps that we put together. So, the most important thing is to figure out the opportunity in the market when you do a SPOT analysis. Then you create a product around that. Hence, it is important to find out the opportunities, making a box and then fitting into it. Marketing is all about understanding the customer and fulfilling their requirements. We have done fantastically well because we know exactly where we are. You cannot be everything to everybody.
Pricing is also a very important process, wherein for some content we could charge more and some content we need to charge less. For example, for kids’ content, we do not want parents to feel pressurised by it, hence we keep the pricing low. On the other hand, for National Geographic, we have premium pricing for the intellectually actualised. We spend more money putting it together and hence, the premium pricing. Finally, it is all about managing the 4Ps effectively.
With the celebration of National Geographic Society’s 125th anniversary, what would you say have been the key learnings so far?
The primary learning is that content is king. Clearly, you cannot have a better example than National Geographic. They have never commercialised the brand. They have always talked about the planet and spreading awareness about the planet and caring about the nature. Create good content and it works.
Also read:
