When magazines go digital, apart from enabling immediacy of content (discussed here), another important factor comes into play - how does the approach to sales change? Is online inventory sold bundled with offline, or sold separately? Also, given that it is niche content, and is unlikely to reach the scale of a Rediff or Indiatimes, which model do you adopt - CPC, CPM, or spot based sponsorship. In part two of our two part interview with Maya Hari, Head of Condé Nast India Digital (Internet & Mobile), we discussed their approach to sales online. Will online sales for Conde Nast India will be separate from offline sales? It's still an evolving model. We do have a dedicated sales team, but also our advertiser relationships lie in the luxury space on the print side. So there is an integrated model as well. We've decided to go the hybrid route, but exactly how it will pan out, and whether it is something that... I think we will evaluate it at the end of six months or a year. There are two independent media properties - print and online, and these are fundamentally two different skill sets. It's a question of attempting and seeing whether existing relationships can be leveraged using a hybrid model; here we have a great collaboration between the print and digital on editorial, marketing or sales. What's the model that you're adopting for sales - CPM, CPC, Spot based sponsorship? We're starting with spot based sponsorship. I envision this…
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