Purie used a recent cover published by Cosmopolitan India, where celebrity Alia Bhatt declared “I’m not a feminist” which sent tongues wagging and caused controversy all over the country. The cover was tweeted and shared on Facebook, and soon, everyone was talking about it. “We started receiving comments with outrage,” said Purie. This led to Bhatt tweeting a clarification, which resulted in a “Full blown story,” according to Purie where the story developed and unfolded. “Even the competition was talking about it,” she said. Eventually, the editor of Cosmopolitan India was called in to discuss on a TV news channel, after which she posted a video blog on the subject. The story also then received coverage in India Today the following day. “We ‘maxed out’ the story,” said Purie. “It was reflected on all platforms and repeated in our regional language media.”
1. A story is no longer linear – it can start anywhere, not just in a newsroom with a journalist/editor. The story process is a “collaborative circle”. Not linear. A story can start anywhere.
2. The more the platforms, the merrier. They all fuel each other. This allows us to make our stories ‘louder’ and grow their impact. Same piece of content being used on different platforms reaching new audience and monetisable. Makes us richer. Allows us to invest in a story.
3. A story is not a piece of gold – it’s a mine. We encourage editors to look at story – how else can it be told/used? Which other platforms can it play out on? This needs to be thought of at the planning stage. For example, in the case of the Cosmopolitan Alia Bhatt story, the editor was available to comment on the story immediately.
4. Interdependence – every brand is a hero. Each brand has a core team, who understand its personality and tone. We also have support teams e.g. social media. Allows us to hire specialists and experts so we can spread costs across platforms. Works better to spread across, and have support teams for each brand, rather than teams in siloes.
5. Data discipline. Print has the luxury of ‘minimal’ data. Digital does not. TV and digital have always had data. Print hasn’t. We need this discipline on the print side and encourage teams to understand how their stories develop and ‘travel’. We encourage them to look at what’s trending/popular.
So how does India Today Group satisfy its audience of 100m people? “We like creating alliances with other organisations where we can come together and share content,” said Purie. “New technology puts demands on us as content creators. It’s really hard. We need to raise massive news armies. But we create news commandos – journalists who can tell stories across platforms. It works really well because flavour of news is very raw, intimate and organic. Mobile phone selfie videos work well and are not hard to do.”
“Not everyone in your team needs to be a news commando, maybe two or three will suffice.”
Finally, Purie urged publishers to get their sales teams behind good content. “Brands have to be sold across platforms, said Purie. You need to align your sales teams.”
Purie concluded: “Compelling storytelling is super fun. Right now, we’re experimenting with 360, AR and VR. The turnaround time on VR needs to be quick, which is a big challenge, especially in news.”
More like this
Over the last couple of years, teams at IDG have been engaged in robust tactical changes, becoming laser-focused on data to understand their audiences’ needs and growth.23rd Oct 2017 Features
There is now a small but growing number of examples of magazine brands who have harnessed Facebook Live to increase brand awareness, especially among a younger audience. One intriguing example though of how a media brand has worked in a commercial way with a third party on Facebook Live is Heat’s recent campaign with Lifetime TV.23rd Oct 2017 Features
British GQ has launched a new partnership with social music platform Vero, to increase engagement and bring its audience (and new audience) specially-commissioned content focusing on music and music lifestyle.23rd Oct 2017 Features
We speak to The New European’s editor, Matt Kelly, on pop up publishing, identity media and how a ‘digital guy’ has ended up helming this year’s most noteworthy print success.18th Oct 2017 Features
Magazines are a shortcut to quality and continues to deliver top results for advertisers, according to Linda Thomas Brooks, CEO at MPA, USA, said during a keynote on the second day of the FIPP World Congress in London (11 October) last week.16th Oct 2017 Features
Digital editions have been around for a long time, going all the way back to the late 90's. But in 2010 when the iPad hit the digital runway, publishers jumped on the tablet bandwagon faster than they could shout, “Hallelujah!”. The struggling publishing industry had found itself a saviour.16th Oct 2017 Opinion
View and download the speaker presentations from the FIPP World Congress, 9-11 October 2017, London.19th Oct 2017 FIPP News
Without bringing newly skilled people into newsrooms, publishers will not succeed in the future. This was the stark warning delivered by Ralph Büchi, COO of the Ringier Group, CEO of Ringier Axel Springer Switzerland and newly elected chairman of FIPP, the network for global media.16th Oct 2017 Features
Artificial intelligence is a key technology that will transform many industries in the coming years. It is already playing an important role in the media, largely driven by the experiments of platforms like Google and Facebook.15th Oct 2017 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next