Communicate catches up with Madhu Arora, managing director of Saffron Media Works, a Dubai- based independent media house home to titles such as FilmFare and Femina, just before the launch of a new title.
Which is the new magazine you’re launching?
We are introducing a new fortnightly print lifestyle magazine, which is currently missing in our growing portfolio as a publishing house.
How will the magazine be supported online?
Digital complements print by ensuring content goes online. The editorial team will be producing two different sets of edit material for both the print and digital platform catering to all readers. The youth, for instance, tends to use the digital medium more than print. However, the print medium still holds a certain ground in terms of visibility and retention especially for lifestyle and fashion content. There is nothing like looking at a celebrity picture or a fashion product in print.
Do you think print is dying or has it become more niche?
It’s niche from the perspective that you have to understand your target audience. For instance, FilmFare Middle East and Femina Middle East are doing well because we stick to our genre and give our consumer what they expect: good quality and content. We don’t deviate from the genre and what its focus is.
While the advantages of having a digital magazine/news site are obvious, do you think there are any disadvantages?
A study done recently in India showed that print is still the preferred medium of advertising and communication, as we are not skipping through the pages. As readers, we tend to hold on to a page longer than we would on a tablet or a smartphone. Having said that there are two different sets of consumers and as a publishing house we have to be prepared for both digital and print in order too give our consumer and advertiser more options.
