AIM : Association of the Indian Magazines
AIM : Association of the Indian Magazines

IMC 2015: Innovate or die, warns Juan Senor

 Innovation always happens with complete organisational transformation, including the team, organisational structure, workflow and architecture. Without cultural transformation, structural and architectural change, the innovation will not find fertile ground.

With these strong words, Juan Senor, Partner, Innovation Media Consultancy, UK and Co-editor, Innovations in Magazines World Report, set the tone of the 9th Indian Magazine Congress 2015 to deliberate on the challenges and opportunities for the Indian magazine industry. Senor cautioned that a little bit of addition and partial changes could not be called innovation.

Speaking on the topic ‘MediaMorphosis: The future of magazines and the magazines of the future’, Senor underlined a few must do’s for the magazine publisher. According to him, the key is to increase the digital footprint of the magazine brand, along with focus on speed and depth. Senor advised to use physical change to bring conceptual change and introduce new concepts and units for journalists.

Stressing on the need of an analytics desk, Senor pointed out that one could not manage what one could not measure. Besides, he added that creating a data journalism pools was equally important for magazines. Senor also stressed on the need of one developer for every five journalists, along with creative graphics pool.

According to Senor, Mobile, Video, Native Advertising, Programmatic and Big data would play the dominant roles in growth of the Indian magazine landscape. Senor suggested magazine publishers to add events as part of their content creation exercise, which also presented an immense opportunity for monetisation.