The degradation of media has hit its lowest ebb.
I will advertise in H******* ****S or D***** ***s***. These two have the best circulation. This used to be the criteria for any product promotion by advertisers till a few years back. But, over the years the parameters have changed. Today, advertisers don’t ask newspapers their per sq.cm rate, but ask their advertising agencies to carry out researches on the choice, likes and dislikes of the Editors.
Khurki overheard this conversation in one of the advertising agencies of the city:
Advertising Consultant: New product launching Sir. What’s the plan?
Advertiser: Please work out a promotion campaign.
Advertising Consultant: You would want to place advts. in the newspapers or go only with an on-ground activation?
Advertiser: What would be the cost involved?
Advertising Consultant: For advt in newspapers, anything between Rs 5-7 lakhs. For activation, another Rs 2-3 lakhs.
Advertiser: Check out who’s the Editor concerned for top two English dailies and one Hindi paper.
Advertising Consultant: But Sir, what’s that to do with our promotion plan?
Advertiser: Everything dear, everything!
Advertising Consultant: Am not sure I understand.
Advertiser: See, you find out the Editor and check out his lifestyle. You will come to know.
In the present media battle for promotion and reaching maximum eyeballs, the hit formula is to call the respected Editor as the chief guest for a function, give him a sample of the product and BINGO, product promotion done!
The degradation of media and our so-called daily newspapers has hit so low that the Editor is known by the brand of alcohol that he will be happy with. WHY pay for advertisements for the newspapers when you have editors desperate for gold sovereigns, I-phones and Scotch….
“10 gm sone ki ginni ki keemat tum kya Jaano Rames Babu”. Oops, did I get the cat out of the bag ….
