A hard look at my media habits

Many a times when we marketers are in the process of planning media for a campaign, the sword of dilemma hangs perilously close to our head. Our personal preferences!

It is true that many times the best sample size for a market research activity is ‘1’, but can we really do that when we choose media? Here’s a small example: Data says (at least if we still can trust RAM) that Radio One is the leading FM Channel in Bombay (yes, I refuse to call this city Mumbai. If you don’t like it, watch Russel Peters for the reason). However, the CEO prefers Malishka of Red FM over “Who’s that unknown RJ in 91.1 FM, which claims to be no.1? It is very Indianly common to have hoardings from the Airport to Office (even if it is just for a few days) for the ‘senior management’ to see & feel happy about during branch visits. It surely keeps the bosses happy!

That apart, it always is a good idea to take a hard look at one’s own media habits. It may just help plan better the next time you write the brief for the campaign plan.

That’s what I am planning to do now. How do I consume media? What do I watch? What do I do? Maybe some planner may get some idea from what I do (unconsciously). My routine can (hopefully) be the trigger for dropping that self-proclaimed omnipresent media vehicle! Here goes:

My demographics:

Age: 37

City: Mumbai

Occupation: Marketing head for a Financial Services Firm

SEC: I don’t believe in this classification. But am earning well.

MHI: ahem! See earlier point!

So what do I do everyday?

  • 6.00 am to 7.30 am: The first media that I consume is Vijay TV. Judge me if you must, but Vijay TV in the mornings broadcasts spiritual stuff and it helps keep my mind clear of all the nonsense like corruption, accidents, murders, scandals and other such ‘outrage inducing’ news. So Vijay TV it is!
  • 7.30 am: Yes. I do read ToI. But I just browse. I don’t find their editorial engaging enough. Not for me at least. Also, owing to business considerations, their news is filled with negativity. Read point 1 for what I would like to avoid and TOI is filled with it anyway. Lately, even the sports coverage has scandals as the pivot. But yes, I browse through that paper for just being abreast.
  • 7.30 am: My modified Nook Color which is now an Android Tablet. I access NDTV app, Economist, Huffington post, NYT for a bit of world coverage. I prefer to read the politics and broader economy items rather than most other categories. Sports comes in too.
  • Economic Times: Being in Financial Services, it is imperative for me to read this paper. Thought the colour is mildly yellow, this pink paper is a must read for me to ‘be in the know’. Also, this is the largest circulated / read (both are different) newspaper and I handle retail. QED.
  • The Mint: For me, this is intelligent reading. This newspaper is actually where there is limited or no jargon and complex financial events can be understood, albeit with a little effort. Must read
  • Google News: A site that is ‘almost permanently’ open on my computer to get my dose of news. I read through articles of varied topics through Google News and it’s constantly updating feeds
  • LinkedIn: Provides me with business updates through links posted, people with whom I am connected and business related news.
  • Twitter through the day: In intermittent spells, I tweet and read tweets. I follow some news junkies, stand up comedians, advertising, PR & digital media folks, and some politicians too. Most times, twitter is my first source of breaking news. In that same vein, Facebook is almost relegated to a weekly once kind of activity or ‘only when there’s time’.
  • I also frequently visit Quora, Mashable & Rediff (not necessarily in that order) for reading about anything under the sun.
  • Infrequently, I also read blog posts when someone tweets their links. Not much time.
  • My evenings are typically spent with Raymond / AFV, followed by MasterChef Australia. Food is the new porn (as my wife called it) and Masterchef is the epicenter of it all for me! Despite knowing the result, one is always drawn to the edge of the seat with this programme. I try my best not to miss it. Also, I toggle sometimes with Super Singer on Vijay TV. Those singers are by no stretch of imagination ‘amateurs’. Continuing with porn takes the logical next step to Nigella Lawson. I may never eat a morsel of what gets cooked in Masterchef or Nigella’s show, but I seem to be relishing it with glee!
  • Back to Nook Color, news & other apps before I crash.
  • I drive to work & back. Outdoor is dangerous for me to keep track of! But hey! This is Bombay and traffic is always ‘almost still’. So I do watch out for the billboards too! I am generally a safe but distracted driver! J

I have conveniently and consciously left my personal life out of this! 🙂

So, does that make a generalization? Not at all. It is how I seem to be sharing my time with the various media vehicles that I consume / come across.

If this helps anyone while making a media plan, ping me.






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