ACK plans to paint the town yellow on Nat Geo's 125 years

MUMBAI: Come October, and ACK Media will leave no stone unturned to celebrate the 125 years completion of National geographic magazine. Get ready to see the city vendors don the yellow colour of National Geographic with the umbrellas distributed amongst vendors. This isn't all, the media house which has planned a host of activities to celebrate this landmark achievement, had earlier conducted a photography workshop along with an exhibition.

The main marketing campaign of ACK Media will be featured on the digital space. "Our online activation is massive where we will see a lot of communication about what National Geographic magazine gives to its customers. As of today, e-readers are evolving more and more. If we sell 90,000 copies to our readers, there are another 100,000 people reading content online. These readers are extremely important to us because that is where the action is. Considering our activity on social media, we are the second largest branded page globally with more than 14 million hits which is very important for National Geographic as a brand and also for us, we being their partners in India," says the ACK Media COO and publishing director Manas Mohan.

Readers on the online space are extremely important to us because that is where the action is says Manas Mohan

The media house's association with the magazine goes back 18 years for which it has been its license holder. "We have been selling the ad space locally for the magazine and also distributing it in a much larger way across India, thereby growing the subscription base. Unlike other magazines in India, National Geographic (the mother brand) is a subscription oriented magazine. So more than 50 per cent of our 90,000 circulation base is subscriptions and this is very unique for a magazine in India. There are very few magazines who concentrate on subscriptions in India. Over here, our primary focus is to grow the subscription for National Geographic magazine," informs Mohan.

The publishers aren't just proud of the numbers of copies they sell (subscription and retail) but also boast about the fact that they have managed to get Indian brands to advertise in the magazine. "From the past couple of months, we have been able to offer the magazine advertising sales by Indian brands. The first time we brought in 19 pages of advertisements for the National Geographic magazine and that to at a very high price considering the magazine's exposure globally and the response has been very warm and welcoming," proudly claims Mohan who further elaborates by adding that Tata Motors was the first advertiser for the magazine in India.

Talking about the scope of niche magazine in India, the publisher which took over IBH about three years ago feels that in the magazine business, the scope of existence and profit is only for the niche magazine. "I think general interest magazines face a huge competition as they are the biggest in the market. They would also face competition from television and internet. For example, a magazine would come to you once in a week but by that time television would have flashed the same news about 55 times in a span of two days and internet would have published everything to say on that topic in a span of three days," says Mohan.

He adds, "In term of niche magazines people collect information. Now there are two ways to the term niche - demographic niche and psychographic niche. Demographic niche is something where a person reads something belonging to a profession, while a psychographic niche is where people read out of non-livelihood reasons. So instead of me reading something at the doctor's clinic which does not interest me, I would prefer reading my own magazine."

Feeling poignant about the recent shutting down of a few magazines, Mohan says, "Magazines start with a good idea but its survival depends on the way it is carried forward and executed. We have been hearing a lot about the readership of newspapers and magazines scaling down, but in my opinion, I think it is getting more fragmented. It is all about how well you manage your fragment. So if National Geographic Traveler India is the biggest travel magazine in the country, it is because it has done its job very well."

Maybe he is right when he says that sometimes people have an idea, but it cannot be followed through. So, just as it is said, 'one per cent aspiration, 99 per cent perspiration', it holds true for every business.

Latest Reads
Times Television Network elevates Nivedita Oak to DGM

Times Television Network (TTN) has elevated Nivedita Oak to deputy general manager - influence. Earlier, Oak was the regional head for Zoom, FCT and branded content. She has been working with the Times Network for the last 11 years.

Television TV Channels People
History TV18 to release third film in ‘Special Operations India' series

History TV18, a pan-Indian television channel, is to create a documentary on counter-terrorist operation at Pathankot air base named Special Operations India: Pathankot. This one-hour documentary will be aired on June 25 at 9 pm.

Television TV Channels Factual & Documentary
CNBC-TV18 successfully concludes the 8th edition of the ‘India Healthcare and Wellness Awards 2018’

NBC-TV18, India’s leading English business news channel along with ICICI Lombard hosted the 8th edition of the ‘Indian Healthcare and Wellness Awards 2018’ at The Grand Hyatt, Mumbai.

Television TV Channels News Broadcasting
MN+ to air Indian Television premier of ‘Tulip Fever’

MN+, the Gold Class of Hollywood Movies from the Times Network, brings to the viewers, for the first time on Indian television, the celebrated romantic historical saga– ‘Tulip Fever’. The movie will premiere on Sunday, 24th June at 1 pm and 9pm on MN+.

Television TV Channels English Entertainment
Sony Music acquires the music rights for 2018’s much awaited sports drama film ‘SOORMA’

Global music giant, Sony Music has acquired the music rights for Soorma – the greatest comeback story of the hockey legend Sandeep Singh.

Television TV Channels Music and Youth
Epic and Rupa publications announce the umeed india book on the occasion of international olympic day

EPIC TV - India’s only Hindi language, Indian Infotainment channel celebrates International Olympic Day with an exclusive unveiling of the first look of the Umeed India book published by Rupa Publications and based on its popular series, of the same name hosted by ace cricketer Virender Sehwag.

Television TV Channels Factual & Documentary
Iconic series Blue Planet II set for Indian TV premiere on Sony BBC Earth after a successful theatrical run

All eyes on TV as India’s #1 factual entertainment channel, Sony BBC Earth, premieres the world-renowned, path breaking and breath-taking series Blue Planet II for the Indian audience on June 25th at 9 pm.

Television TV Channels News Broadcasting
FOX Life celebrates a perfect celebrity mismatch in Great Escape’s new season

He’s rugged, she’s delicate. He’s adventurous, and she is spiritual. They are two friends who, at a distance, might seem like polar opposites. But get closer and you are sure to be surprised. FOX Life, India’s favorite premium lifestyle channel,

Television TV Channels Factual & Documentary
Engaging viewers with diversified content, COLORS brings you investigative thriller - Dev2

He thinks like a criminal, is at home around a crime scene and possesses an ironclad will to rid the city of nefarious wrongdoers; Detective Dev Burman returns for an explosive second season on COLORS – India’s premium Hindi entertainment channel.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories