Posts Tagged ‘Esquire’

‘Talking’ ads in The Hindu and The Times of India

21 September 2010

Two leading Indian newspapers—The Hindu and The Times of India—have notched up a global first of sorts by carrying a “talking advertisement” two days in a row.

The pathbreaking ad, which first featured in the Madras edition of yesterday’s Hindu, now finds space in today’s ToI in its Bangalore, Bombay, Poona and Delhi markets.

***

Today’s 36-page edition of ToI (Delhi market) is split into two sections: a 26-page news section, and a 10-page wraparound.

The opening page of the wraparound carries this announcement:

The Times of India and Volkswagen have created four pages of content as part of a special media innovation. Don’t miss reading and listening to this ‘speaking newspaper’.”

On the last page of the wraparound is a full-page Volkswagen ad for its new model Vento.

As the page is opened a light-sensitive speaker—yes, a light-sensitive speaker— weighing no more than a mere 10-15 grams and stuck on the extreme left panel in the advertisement (above), belts out the line in a loop:

“Best in class German engineering is here. The new Volkswagen Vento. Built with great care and highly innovative features. Perhaps that’s why it breaks the hearts of our engineers to watch it drive away.

“The new Volkswagen Vento.  Crafted with so much passion, it’s hard to let it go.

“Volkswagen. Das Auto.”

The same Volkswagen ad runs in other papers without the audio.

This is the second Volkswagen innovation in ToI after the German auto major “road-blocked” all advertisers in November 2009 by running 12 pages of  Volkswagen ads on its pages.

Talking advertisements have been done before. Even moving advertisements.  (Esquire magazine created a moving cover to mark its 75th anniversary in September 2008.)

However, this must be the first time daily newspapers of the size and reach of ToI and Hindu have done it at a time when American newspapers like the New York Times and Washington Post are just about coming to terms with the reality of advertisements on the front page.

(This story which initially mentioned only ToI has been updated following tipoffs from alert readers, reflected in the first two comments)

Also read: Anything ToI does, the competition can do worse

Funny joke from a balding journo-blogger*

20 March 2009

David Finkelstein in The Times, London:

An economist-friend has just told me a wonderful story about a professional colleague of his.

The colleague was waiting at the airport for his flight to be called when a man ran into his section of the lounge, slightly out of breath.

“Is there an economist in here?” he called out.

My friend’s friend was delighted. He has always wanted to help out in an emergency. He puffed out his chest, stood up and in a clear voice called out, “Yes. I am an economist.”

The man looked back at him with a mixture of contempt and bewildered surprise.

“The magazine,” he said slowly.

*sans serif cannot guarantee that this joke will be funny for all journalists

Also read: How to get from point B to point A

Esquire as a feminist text

Rupert Murdoch on India, China and democracy

21 September 2008

The controversial media mogul, Rupert Murdoch, on India and China, in Esquire:

“Any company that is global cannot ignore China or India. They are just enormous, emerging great powers. I enjoy China. I have a lot of friends there. But all we have there are the moment is a few very minor investments.

“India is different. India is a democracy—imperfect, but a democracy. And there is a rule of law there where you know exactly where you stand. It’s a difficlt country. There are so many languages. We’re just beginning to spread beyond Hindi into other languages so our channels will become more national.”

Read the full article: Rupert Murdoch has potential

The 21st century begins now… once again

8 September 2008

Esquire‘s “electronic ink” cover to mark its 75th anniversary is here.

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