This magazine arrives at a time when the Indian print media is under siege, ready it would seem to hoist the white flag. It is charged on one front by a motely crowd of television moguls who announce at crazily expensive cocktail parties their modest intention to initially enter the market with 32 channels, all of which apparently have the blessings of Prime Minister P.V. Narasimha Rao. As the late Malcolm Muggeridge used to say about moving pictures on the small screen, "Pure lunacy, old boy."
On another front, brand, sales, product, line managers are progressing very nicely in their canny assault. Newspapers and magazines, we are confidently told, are part of the FMCG (fast moving consumer goods) market and should be treated no differently. Victory for them will be complete when the attendant at your neighbourhood grocery store stocks The Times of India on the same shelf as Nirma detergent soap, and sells both with identical merchandising techniques.
Finally, the decline of the Editor – truly an endangered species in these...