1. 8 th INDIAN MAGAZINE CONGRESS Day 2 | 25th February 2014 How is media buying changing? Anupriya Acharya, Group CEO, ZenithOptimedia Group, India

2. Explosion of choices

3. Are Magazines still relevant?

4. E O P PR Social UGC Reviews News Mobile Content Blogs Events Content Mobile Content Packaging Instore Brand Site Social OOH Cinema Radio TV Sponso rship Display Print Sponsorship Paid Search Social E O P

5. Interviews with c.1,000 category consumers per project 18 brands, 35 touchpoints TOUCHPOINT INFLUENCE relative influence of each touchpoint on category buying decisions BRAND RECALL IN EACH TOUCHPOINT % recalling each brand in each touchpoint (in recent months) relative contribution of each touchpoint to brand sales BRAND EXPERIENCE POINTS X = Consumer segments

6. Advice/ Reco Mass Media One-to-One POS Spons/ Events Total – Touchpoint types

7. Ads near store Advertorial/ infomerical Brand website Branded merchandise Bus shelter ads/ other small Celeb endorsement Cinema ads Internet display ads Internet search Internet video ads Leaflets Magazine ads Mass transit ads Newspaper ads Outdoor ads Print inserts/ leaflets Print promo/ coupons Product placement Radio ads Sample in magazines Specialist magazine ads TV ads Vehicle exteriors Total – Mass media

8. 8 Ads near store Brand website Celeb endorsement Cinema ads Internet display ads Magazine ads Newspaper ads Outdoor ads Product placement Radio ads TV ads India – Mass media

9. Digital onslought?

10. Lean back print  Lean forward web  Lean back Digital! Habit led In depth reading Habit led In depth reading Snacking Quick cursory reading Snacking Quick cursory reading Leisure reading In depth is back Leisure reading In depth is back Andrew Rashbass, Ex- Chief Executive, The Economist Group FIRST AGE SECOND AGE THIRD AGE You cant judge future based on the past: Lean Back 2.0

11. Lean Back 2.0

12. Coming soon to your town

13. It’s the same!  Lean back 2.0 = Lean back 1.0  Quality content and visual appeal  Authoritative information and analysis  Strong bond with the reader  Engagement!

14.  Lean back 2.0 ≠ Lean back 1.0  Liquid content – share, comment, curate  Way higher reach  Free is in but so is measurability!  Sustainability  Tech glitches And yet different!  Lean back 2.0 = Lean back 1.0  Quality content and visual appeal  Authoritative information and analysis  Strong bond with the reader  Engagement!

15. Thank you!