Agencies Who Make Magazines (And Other Media) Are Like Painters Who Make Canvas

Content is King. I better you haven’t heard that one in a while. It’s all Context is King these days. Yet, sometimes content and context meet and form a beautiful union. That could be the case in Delhi.
According to Ad Age, Wieden + Kennedy’s 3-year-old Delhi office is publishing Motherland, a magazine about India, which sells for $2.20 at newsstands, bookstores, boutiques, art galleries and at the airports of major Indian cities.
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Ad Age’s Asia editor, Normandy Madden, spoke with Mohit Jayal, managing director of Weiden, New Delhi, about the agency’s inaugural move into publishing.

Ad Age: Is Motherland a magazine for marketing professionals or the general public?
Mr. Joyal: I’m sure industry people will gain from it. We work so closely with new consumer insights, pop culture and Indian subcultures. There is so much information we keep uncovering, we want to share it with people. We’re digging it up anyway, so why not share it with others in the industry? The magazine is a marketing byproduct of what we do. But it will go outside the industry, too. Our target reader is best identified by a shared mindset, not an age demographic. Motherland’s core constituency is progressive individuals and key influencers who are constantly seeking out new products and stimulating experiences.
Ad Age: Does Motherland carry ads?
Mr. Joyal: Oh yes.

Jayal doesn’t know it, but he perfectly expresses AdPulp’s reason for being when he says, “There is so much information we keep uncovering, we want to share it with people. We’re digging it up anyway, so why not share it with others in the industry?”
Exactly.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.