‘The key driver is to become profitable as quickly as possible’

He was an outsider when he took charge of the Daily News & Analysis three-and-a-half years ago. Outsider, because he didn’t have any background in the media and it was a while before he worked in India. But, slowly and surely, K U Rao got into the groove and thanks to a strong commitment from his promoters – the Dainik Bhaskar and Zee groups, DNA is the clear #2 English broadsheet in Mumbai. In fact it has spread its tentacles beyond the metro.
In a conversation with Pradyuman Maheshwari and Cassandra Serpes, KU Rao, CEO of Diligent Media Corporation, talks about what it takes to be sitting on the hotseat with two superactive promoters, the business of print, keeping a balance in business and when his paper will get to Delhi.

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Sachin calling [Brand] Sachin
By Manish Porwal

Incredible, Master, Maestro, God and many other superlative titles being conferred upon him by media, intelligentsia and masses alike, I got several calls from many an eager journalist after his double ton. They wanted to hurriedly and excitedly know how ‘Brand’ Sachin would be pumped up by this ‘never before’ flow of runs from a bat and the first ever double ton being scored in all ODIs played till date. My ‘super-fan’ heart came several times in way of my ‘wannabe sensible’ mind before I finally said clearly, probably at the cost of breaking their hearts, ‘Doesn’t change much’!!…Sach is life.

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CII BRAND SUMMIT 2010
Brands scout pioneering alternatives to engage consumers

The Confederation of Indian Industry (CII) held its twoday Brand Summit in Bangalore recently. The Summit focused on the topic of `Marketing Disruption: How will brands woo consumers in the age of discontinuity’.
Adi Godrej, Chairman, Godrej Group, in his inaugural address, said that the business imperatives for success is not just the functional attributes of the products or services that we provide, but the positive disposition that we create for ourselves in the mind of the customer. This positioning must articulate with greater passion the rationale for preferring our offering. "We can do this only by knowing the customer at a deeper and a sincere and more informed level than the customer knows herself. Knowing the customer at this level and thereafter making the emotional connect with the customer through authentic delivery of value is the essence of branding," he said.
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