Lokmat aiming for, and racing towards growth

11 May,2012

By A Correspondent


To drive its growth agenda in a more meaningful manner inMaharashtraand Goa, Lokmat Media Ltd has renamed its advertisement and circulation departments as AIM and RACE.


“In a time like this it is important to enhance focus in our business. The two most important and critical departments for the topline growth of our business are Advertisement & Circulation. Therefore, renaming of the two departments will bring focus to the core competence and also align every team member with the larger vision.  The two teams now have a new vigour to drive the growth agenda,” said Jwalant Swaroop, COO-Publishing, Lokmat Media Ltd.


AIM stands for Aiding Impact Monetization. The advertisement department does chase every rupee in the client’s wallet, but, at deeper level, it has to monetize the impact delivered as response to advertising released in the columns of Lokmat, Lokmat Samachar and Lokmat Times.


‘Aiding Impact Monetization’ also sets the agenda for AIMERS (members of the advertising department) to provide innovative and skillful selling of solutions to the clients.


RACE stands for Reader Acquisition & Content Engagement.  Traditional circulation strategy, the Lokmat Group realized, will not work any further.  Therefore, the circulation department’s new mantra is to consolidate and widen the target net.


Backed by rejig of its editorial team, Lokmat now promises to deliver more engaging content.  The circulation department, therefore, has to re-align its focus to reader acquisition and content engagement.


“From a pure distribution focus, the circulation department now moves to follow a Reader-Centric approach to acquire and retain readers who are important for our future growth,” said Mr Swaroop.


The timing of the announcement has been most appropriate as the economic slowdown is pushing media owners into re-engineering their businesses.


Lokmat Media Ltd. is one of the leading media houses inIndia. The Group publishes three newspapers, 19 newspaper editions and 58 sub-editions in three languages collectively, in Maharashtra andGoa.

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