International media representation picks up in Pune

Traditionally, international media representation houses in the country have depended on centres such as Mumbai, Delhi, Chennai and Bangalore for business. This is primarily because of the cities' potential in generating business, despite the steep ad rates for insertions in international print media brands.

A black & white ad in Business Week, for instance, costs a cool $45,000, while an insertion in the Los Angeles Times costs $865 per column inch!

Though metros are (and will remain) the larger contributors of business to an international media representation house, mini-metros such as Pune are emerging as viable centres too. Predictably, these companies are looking to capitalise on this trend by including the city in their network of operations.

RMA Media, which is the oldest player in the business with a portfolio of 140 international publications, has appointed Xanadu Consulting Group, promoted by ex-TOI hand Jaisurya Das as its associate in Pune. Other major players such as The Times of India group and Mediascope Publicitas already have a presence in the city.

According to Das of Xanadu, sectors that could be tapped in Pune for international advertising include real estate, education, engineering & automobiles, and IT. “A number of these companies do look at international markets for recruitment, image-building, floating global tenders and so on,” he adds.

Though rates are steep, options are many in terms of the number of editions and the kind of readership as well as circulation of the brand. “So, wastage is avoided,” he says.

Industry sources peg international advertising from Pune at Rs 1 crore. “Mumbai and Delhi, on the other hand,” says an executive with an international media representation house, “yields a minimum of Rs 4-5 crore. Chennai and Bangalore yield at least Rs 1-crore.”

The revenue model of international media representation houses is commission-based with the company incentivised on the amount of business generated. Company-appointed reps or associates such as Xanadu also operate on a “success-fee” model to push up delivery. “We have just about started,” says Das, “But things should work out,” he adds.

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