Adgully Exclusive | Entrepreneur's Mantra: Focused content & marketing for a focused audience

Entrepreneur, "India's first magazine for entrepreneurs and their businesses" was launched a year back in India. The product worked well within the genre and outside of it because India is a country that has many unsung small town "Dirubhai(s)", who have great ideas that can be banked upon. The magazine proved to be a resourceful insight on the well ignored young and old Indians alike who understand the art of profit maximization and innovation.

The genre is well within the understanding of a common Indian man, because the entrepreneur in a lot of Indians is raring to go an extra mile, if given an opportunity. The genre has also over the years used as a theme for various non-fiction formats on Indian Television.

Entrepreneur, which is a product offering by the country's well known media company Network 18, in the US is a 32 year old magazine. The magazine with a strong readership in the US was launched in India a year back.

For a year now the magazine has tried to inform its readers about a mass of small and medium businesses. The magazine has come out with an anniversary special issue to commemorate this key milestone. The issue includes features on entrepreneurs like IT genius Shiv Nadar, Biocon Ltd's Kiran Mazumdar Shaw, the Curry King of Britain Sir Gulam Noon and Dalmia Cement's Puneet Dalmia to name a few.

Adgully spoke to Amit Seth, Head Marketing, Infomedia 18 Ltd, to know about the future plans and how has the year been for the famous US magazine in India.

When asked about what has worked best for the magazine, Seth feels that it is the content of the magazine that worked wonders. According to him, the way the content is planned and is given out to the ever growing entrepreneur community is very unique. In addition the magazine has tried to bring on board the editorial pedigree of the Network18 group and the 32 year old Entrepreneur magazine. Besides, innovative marketing and promotional programs have been an instant success too. Moreover, the partners, in the form of industry associations, educational institutions and individuals have all worked well for the magazine's success. "We have on board some of the best columnists who sit right at the centre of India's entrepreneurial ecosystem", he adds.

Seth feels that the content has helped the magazine to be differently placed vis-Ã-vis competition. The group tried to position the magazine as the one stop shop for all the tools, tips and tricks that an entrepreneur needs to succeed.

Since its launch the magazine has been the top selling magazine in the modern retail outlets like Crossword, Landmark etc. For a year now the magazine has occupied the number one position in terms of the highest selling magazine in the aforementioned outlets.

Over the span of a year, the magazine has undertaken initiatives to strengthen its link with the readers and the entrepreneurial ecosystem through partnerships and associations, with a targeted marketing approach. Entrepreneur's association with CNBC-TV18, CNBC Awaaz, Moneycontrol.com & other platforms have been utilized to the fullest to stand out in the market.

Entrepreneur has some well placed road map for the coming year too. The strategy for the next year will be to reinforce the magazine's market position and play a larger part in India's entrepreneurial network. The magazine will also include digital in its marketing mix since it allows a better reach to the target group and helps in engaging the audience.

Seth agrees that the magazine caters to a very niche market but at the same time he is of the view that the target audience is very specific but a highly sought after one as India is an entrepreneur built economy.

He further adds that though the IRS has not been too kind to niche magazines, it will not hamper the advertising revenue pie for the niche category. "The advantage of niche magazines is the loyal, almost cult like readership we enjoy," he says.

Driving on the mantra of "focused content & marketing for a focused audience", the Entrepreneur is all charged for the future. A year old, the magazine looks wiser and well ingrained in the minds of its Indian

readers. With a strategy well planned for the next year, for the magazine and its ambitious plans- "it's time to blow the candles and make a wish.' | By Prabha Hegde [prabha(at)adgully.com]

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