24 November, 2020

Giraffes And High Collars

How the young and the restless created a market for the weekly

Giraffes And High Collars

In years gone by, when the Lodhi hotel in Delhi was the lord and master of scores of camphor-strewn suites, in one particular wing there used to be raging debates about the pros and cons of bombing the insane (amongst other more serious issues).

The year was 1995 and the Outlook start-up team had taken base there for a good six months to recruit as many journalist maniacs as they could, cooping them together for many weeks on end—without any work—till the offices shifted to non-hotelish conditions.

While editor Vinod Mehta was busy recruiting journalists adept in the mystic art of bringing out magazines, Deepak Shourie, its erstwhile publisher, plotted out a marketing team of such swift momentum that it could sell annual magazine subscriptions even to giraffes and antelopes, provided they had Citibank credit cards. If...



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