Lokmat Media to renew focus on ad and circulation

Taking its first step in the direction, the media company has renamed its ad and circulation departments as AIM and RACE.

The Lokmat Media Group has decided to increase its focus on the ad and circulation departments to drive its growth agenda in a more meaningful manner in Maharashtra and Goa. Towards this end, the company has renamed its two departments as AIM and RACE, respectively.

While AIM, the ad department, stands for 'aiding impact monetisation', RACE, the circulation department, stands for 'reader acquisition and content engagement'. AIM will also set the agenda for AIMERS (team members of the advertising department) to provide innovative and skilful selling of solutions to the clients.

The company has refurbished its circulation department (RACE) as it realised that traditional circulation strategy will not work any further for the group. Therefore, the circulation department's new focus will be to consolidate and widen the target net by moving away from plain distribution to acquisition of readers. The department will re-align its focus to reader acquisition and content engagement.

In an official communiqué, Jwalant Swaroop, COO, publishing, Lokmat Media, says, "From a pure distribution focus, the circulation department now moves to follow a reader centric approach to acquire and retain readers who are important for our future growth. In times like these, it is important to enhance focus in our business. The two most important and critical departments for the top line growth of our business are advertisement and circulation. Therefore, renaming of the two departments will bring focus to the core competence and also align every team member with the larger vision."

For the record, the Lokmat Media Group publishes three newspapers (Lokmat Marathi, Lokmat Samachar and Lokmat Times), 19 newspaper editions and 58 sub-editions in three languages across Maharashtra and Goa. Lokmat, a Marathi daily, is the flagship brand of the group.