Open magazine: Open & shut case

It’s said the best way to swiftly kill a bad product is to run equally bad ads. Well, Open has just demonstrated that.

Open, the weekly newsmagazine, has positioned itself as "The weekly for the young mind". Fair enough. All its rivals, especially India Today and The Week, seem to be read only by the oldies these days. Most Indian magazine publishers still aren't alert to the seismic changes the digital media has brought into the younger people's reading habits, and are still living in denial… using the same old, boring, dead techniques of journalism.
So Open's message was apt, timely and inviting. I bought the very first issue in great excitement, expecting to discover an all-new approach to journalism… but sadly, closed the magazine in a few minutes. Open pretends to be young and youthful in its content and treatment, but it's actually pretty much the same old tired journalism we are used to in the print media - same old style, same old stories, same old everything. What a letdown!
And now, they have released a couple of such absolutely appalling commercials, they only help highlight the 1963-ish content of the mag. In one commercial, a good uncle (huh?) preaches from inside his home about how his open mind is waiting to be ignited. And belts out such philosophical trash. In the other one, a middle-aged woman lets out more philosophical mumbo-jumbo from inside a bookshop about a society that's open for new ideas. And more such clichés.
Here's the thing, and I am not joking: At first, when I watched the commercials, I was stunned. I really thought these were spoof commercials, or there was some ingenious trick that I was missing. Surely a mag that claims to be for the young CANNOT be putting out such drivel. Surely the publishers would know this sort of advertising is the surest way to alienate Young India. Then I kept watching the ads over and over again, in utter disbelief. And realised these were no 'bakra' ads created by Mr Cyrus Broacha, they were the real thing! Absolutely shocking!
It's said the best way to swiftly kill a bad product is to run equally bad ads. Well, Open mag has just demonstrated that. This is hara-kiri advertising, to put it mildly. If the tired content of the mag doesn't drive the young readers away, this sort of prehistoric advertising certainly will. The only question that now waits to be answered is this: When will Open shut shop? Sad.



harish maheshwari

6 years ago

Can't say about the ads as I have not seen them. But as far as the magazine is concerned, it is quite good. Much better than the today's and outlook's.
But a bad ad can shut a magazine !, quite diffifult to digest.


6 years ago

I am not agreeing ji. Take your words back now... I am very much liking this magazine



In Reply to Pappi 6 years ago

may be the magazine is good.
but the author has talked about the stupid ad

After malaria, dengue may be the next threat. Are the civic authorities ready?

Malaria is swamping Mumbai, with the number of cases steadily increasing, and the city is facing an acute shortage of hospital beds. Doctors now fear that the next threat could be dengue

Yesterday, Moneylife had reported ( on how malaria is spreading like wildfire across the city. Hospitals are being swamped by an increasing number of cases. It is not just the civic hospitals that are facing this deluge of patients; private hospitals are also being hit by a shortfall in bed capacities.

Now, doctors are cautioning that if and when the malaria outbreak is contained, the city could witness higher amounts of patients being affected by dengue - another debilitating disease - due to the sporadic rainfall being witnessed in the city over the past few days.

"We are aware that once this present spell of malaria subsides, there is a real danger of dengue setting in," said Dr Lalit Kapoor, a member of the Association of Medical Consultants (AMC).

Doctors believe that cases of dengue may start becoming visible from September and last till the end of October. The mosquitoes that spread dengue only appear during sporadic rainfall and create their menace thereafter. "Dengue has a seasonal pattern, which usually occurs after the rains, (especially) during sporadic rains. After years of observation, we can say that with the change in weather patterns, we might get some cases of dengue creeping in," said an official from civic body Brihanmumbai Municipal Corporation (BMC), preferring anonymity.

Malaria is spread by the female Anopheles mosquito, which generally breeds in fresh or brackish water, especially if it is stagnant or slow flowing. However, in the case of dengue, the Aedes mosquito which spreads the disease breeds in households. For instance, the parasite can multiply in cans, air-conditioners or even under tyres.

"It is difficult to control dengue as it is more prevalent in houses," the BMC official said. Dr VS Vincent, assistant medical director at Holy Spirit Hospital (at Andheri, a Mumbai suburb) also agrees, "Dengue would be hard to control."
As dengue fever is caused by a virus, there is no specific medicine or antibiotic to treat it. "There is no proper treatment for the disease," Dr Kapoor added. The treatment for dengue revolves around providing relief from the symptoms of the disease. Dr Kapoor has told BMC officials to intensify the fogging process (for destroying the parasite) and has told the civic body to promote the use of larvae insecticides and continue to educate people on how to ward off the disease.

BMC's chief insecticide officer Dr Arun Bamne told Moneylife that plans are already underway and there "shouldn't be any problems" with dengue.

Dengue fever can last up to 10 days; complete recovery can take as long as a month.

(This is the second part of a continuing series on the various health threats (including malaria) facing the city)

Related Stories
Malaria War: Mumbai does not have enough insecticides


Inflation will come down by Dec: Chief statistician T C A Anant

New Delhi: Inflation is coming down and it will cease to be an issue by December this year, reports PTI quoting chief statistician T C A Anant.

"Inflation will cease to be an issue by end of this year (December 2010). It is coming down and all the economic indicators suggest that it will further come down. It would be difficult for me to say that by which month it would come down to a comfortable zone but it that is sure now, it will come down," Anant told PTI.

The wholesale price index (WPI) based inflation, for the fourth month in a row, was in double-digits at 10.55% in June due to rise in prices of certain manufactured items and hike in rates of petroleum products. Food inflation softened to 9.53% for the week ended 24th July.

The issue of price rise has already rocked the ongoing Monsoon session of Parliament.

Yesterday, Planning Commission deputy chairman Montek Singh Ahluwalia had said that inflation will come down by September and reach the comfortable level of 6% by December.


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