Magazines need to be more open: Volvo MD Tomas Ernberg (Video)

17 Oct,2011

By Shruti Pushkarna

In today’s digitalized world where advertisers and marketers have options aplenty to choose from, when it comes to their vehicle of communication, traditional media has a tough battle to fight, feels Mr Tomas Ernberg, Managing Director, Volvo Auto India Pvt. Ltd.

Speaking at the 38th FIPP World Magazine Congress 2011 in New Delhi, Mr Ernberg said, “The world is going for the digital and that’s why there’s a scary scenario for magazines, so to say…”

Sharing a client’s perspective, Mr Ernberg said that the marketer feels a bit blind when it comes to ROI from putting an advertisement in magazines. “If magazines could be more open and could find more information about the customers, the subscribers…especially psychographics, it would give the marketers a very good platform to decide which magazines to advertise in”, added Mr Ernberg.

Advertisers and marketers, emphasized Mr Ernberg, are looking to engage their audiences in entertaining and effective ways, so even though creative content is at the heart of all communication, magazines which are proactive and transparent in sharing information with clients, are the ones which will survive.

Having spent 17 years at Volvo, Mr Tomas Ernberg took over as company’s Managing Director in July this year. In his last position as the Regional Marketing Director in Dubai, he managed 13 markets in the Middle East and North Africa. Mr Ernberg started his journey with the Swedish auto manufacturer in 1994 as the Tourist and Diplomat Sales Manager at Volvo Cars, Turkey.

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