Anant Nath on why partnerships are a big thing for magazines’ sustained growth

In an era marked by burgeoning digital consumption, traditional print magazines face the challenge of reaffirming their relevance to both readers and advertisers. Anant Nath, President of Association of Indian Magazines, Executive Publisher of Delhi Press and Editor of The Caravan, shares insights into navigating this dynamic landscape and strengthening the position of magazines in today’s media ecosystem.

Nath emphasises the enduring appeal of magazine content crafted with editorial robustness and credibility, tailored to specific audience interests. He acknowledges the challenge of distribution in a changing market, but underscores the importance of subscription models. Nath states, “Our effort is to further double down on increasing subscriptions,” detailing initiatives such as collaboration with India Post and integration with e-commerce platforms to enhance accessibility.

Highlighting the symbiotic relationship between quality content and reader engagement, Nath outlines strategies for fortifying omni-channel presence through partnerships and innovative marketing approaches. He says, “Partnerships are a big thing,” citing collaborations with e-commerce players and entities like ONDC. Nath also notes the growing significance of institutional subscriptions as a sales channel, underscoring the need for diversified revenue streams beyond traditional advertising.

Reflecting on the evolving revenue landscape, Nath observes a significant shift towards reader revenues, driven by the growth in subscription and circulation. He comments, “The growth in subscription and circulation is what we are seeing will fuel our sustainability in the next few years.” This transition, he believes, will underpin the sustainability of magazines in the years ahead, marking a departure from reliance on advertising revenue.

Addressing concerns about the future of print media in the digital age, Nath maintains that while digital editions extend reach, print remains integral, offering depth, quality, and higher engagement. He asserts, “Print will always remain an integral part of it,” advocating for a differentiated approach focused on content depth and quality.