Top News

Conde Nast India eyes 25% revenues through digital by 2014

In an exclusive interview to Campaign
India, Alex Kuruvilla, Managing Director, Conde Nast India has hinted that the
Group expects 25 per cent of revenues to be generated through its digital publications
by 2014. It is to be noted that Vogue, the first Conde Nast title in India,
completed five years recently.

In an exclusive interview to Campaign
India, Alex Kuruvilla, Managing Director, Conde Nast India has hinted that the
Group expects 25 per cent of revenues to be generated through its digital publications
by 2014. It is to be noted that Vogue, the first Conde Nast title in India,
completed five years recently.

“Digital revenues are growing by leaps and
bounds. Today, digital revenues account for double digits of the total, though
that is only because print revenues have shown steady growth, too.  Digital revenues have been around only for the
last year and a half; yet they account for so much today,” Kuruvilla said in
the interview.

Pointing out the drivers that will play a
primary role in increasing the digital revenue of Conde Nast India, Kuruvilla
opined that traditional banner ads, video and custom solutions will contribute
equally to the growth of the digital revenue pie. “Contract publishing, where
we create original digital content, is also showing a lot of promise. Be it
white label content, branded content or co-branded content, there is huge
potential for original digital content. We’ve already done work in the space
with Unilever (BeBeautiful.com) and Mastercard.”

“I’m not including in these buckets revenue
from Tablets – be it subscription revenues, advertising or sponsors. In terms
of content, in audited markets, 80 per cent of the magazine’s content should be
in the Tablet version. So, for advertising, we carry the ads for free if
nothing is done to it, but if they have a URL and you have to make the link
hot, we charge a fee; it gets higher depending on whether you want to add
interactivity or a video and so on,” Alex Kuruvilla added.

According to Kuruvilla, in most digitally-savvy
markets including some in Asia, digital accounts for 20 to 22 per cent of
revenues. “India should do better than that. The audience is already there; but
the advertisers aren’t. I think it has to do with a lack of understanding about
the way it is sold. Digital inventory has been commoditised by most players.
We’ve adopted a premium pricing in digital as well. In markets where print is
not growing or showing a drop, digital revenue is great news. Here in India,
with reach, circulation growing, both digital and print revenues can grow,” he
added.

Show More

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Close