Dear MxM by Jaisurya Das: The owner’s son is behaving like a ‘lala’

23 Feb,2017

By Jaisurya Das


Ladies and Gentleman, Welcome back to Dear MxM, India’s Premier Counselling Forum for the Media, Adversing and Marketing fraternity.

It’s indeed heartening to see that the dark clouds of gloom post-demonetisation is now clearing up albeit slowly. Advertising is seeing carefully guarded growth in key markets and the soothsayers predict good tidings in the year ahead.

I personally feel that spend levels will be on the rise, but this time only through well-researched media plans. Mainline media will only see advertising that is absolutely necessary. The dune bashing will happen only in digital media.

Extravagance is more cost-effective here after all!

Advertising agencies are likely to buffer their revenue shortfalls in creative charges that clients will be coerced to pay.  Cost control measures will soon become integral to most of the fraternity in order to keep their bottom lines protected from further erosion..

So it would make sense to hang onto your jobs boys and girls and stop fantasising about those fat pay packets for now. Don’t forget ‘a bird in hand is better than two in the bush’ and more so when the bush is beyond the nakedeye.. !

On this note of caution, I take you straight to questions from our readers for the week…


SIr, we have been missing you over the last few weeks. Please do not orphan us. My question to is very critical and I seek some urgent advice: The owner’s son has taken charge in our organisation and he is behaving like a true ‘lala’, bossing around and imposing his word as law. I have worked in this company for seven years, and I don’t want to quit in a hurry. So I have given myself six months. Is this the right route to take, or should I start looking for a job (which isn’t very easy to get)


Ha ha! Thank you, my friend. To be honest, it was a well-planned strategy to have my readers “get fonder” 🙂 No more orphaning, as you call it. Am back, live and in colour!

Coming back to your concern: The second generation taking over the reins isn’t a new phenomenon and has been the cause of much discussion for the past few years. Media organisations across the country have witnessed this

with keen interest.

What is worrying however is the trend with the younger generation to herald change all too quick. To add to this, they come with fancy international degrees to justify every word they speak. Unfortunately, not all of them have the perspective to understand what is good for the organisation and its people who have given their lives for its success.

And this is where it all starts. My honest advise to you would be to wait for a few months to see how the cyclone behaves. At times, you see it all watered down when faced with the reality of the marketplace. If this continues for beyond half a year (as you rightly imagined) it may be prudent to take your learnings and move on. Meanwhile, keep those eye wide open for good options that may come your way! Best of Luck.


I remember reading your views on Medianet some months back, but now we find many/most newspapers doing it. There is also Native Content in digital media. Are your views the same on paid-for content, or have they changed?


No, my views remain the same and I am certainly not for flogging of core content space. Yet, I do understand revenue imperatives are forcing a lot of media houses to follow the erstwhile Medianet example. For the record, this is now handled by a BCCL company OMS (Optimal Media Solutions) which, from what I hear, is doing phenomenally well even in a sluggish marketplace.

Content that is paid for can certainly be featured across media as long as it is clearly identifiable as sponsored. Now this is where there is a thin dividing line.

Native content and advertising online is a good example of how targeted paid promotion can be used effectively and yet is tagged sponsored for all to see. While most often these are all algorithm defined it is clear to the reader that this is paid for.

But do newspapers and media houses want to be upfront about it or is the market pushing them to obliterate any mention of paid content? I would imagine that revenue objectives take precedence here. Journalism in its literal sense is a long gone skill according to me.

Today, it’s the Content Producer and the Consumer. No reader, no journalist. Amen.


My appraisals are coming up and in order to upgrade myself, I have been doing a part-time MBA and have also done a course in digital marketing. But, Sir, you know it’s difficult to move within an organisation, however progressive it may be. I don’t think my existing boss will relieve me. What do you advise should be the strategy? In this day and time, I don’t want to threaten to quit….


Am really happy to gather that you are acquiring fresh skills. Learning is a continuum and will always hold you in good stead be it in this organisation or any other.

As I have always said, the stronger your craft, the better your career. Honestly, Idon’t think you ought to worry about all this. Do your course, get fresh learning and empower your CV with this added qualification.


You will soon notice that you will have several job opportunities coming your way. Meanwhile, it would be good idea to meet with your HR head and other members of the senior management and share your future objectives. It’s important to give them a chance to value your skills as well before you look elsewhere.

You may be surprised with the positive feedback that you receive. And if it’s to the contrary, the world outside is always there for good talent.

I take this opportunity to wish you all success!


And this brings us back to the end of another edition of Dear MxM, short break notwithstanding. Till next Thursday then, it’s me, JD saying Sayonara and God Bless!


PS: Keep writing in with your concerns. Mail me (do superscribe the subject line with Dear MxM ) and I promise to address all of them as quick as possible.


Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India and Co-Founder of For more on his work, views expressed in this column are his own.


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