Everybody in the auto journalism
world had to adapt to new rules of social media, its charm, its pluses and
minuses and its absolute ruthlessness amid the excitement and opportunities it
Over the years, the print media
suffered a huge setback. Anyway, the print media, at least in the auto magazine
space, was surviving on exaggerated circulation figures and pandering to the
whims and fancies of #advertisement
agencies. In late 2021, we stopped printing our magazine #MotownIndia.
So did I learn anything from this
debacle? The last 10 odd years as an entrepreneur were the best years of my
life. I got smashed, I got cheated, I got pummeled and I got ditched. The world
treated me very unfairly, but I know all that has made me a lot stronger and
smarter. I know this learning has come at a huge cost, but I am not worried
about it. Now I am a #commando with
great strengths. I can survive on fresh air!
Seeing the way auto journalism has
evolved over the years, I can conclude safely that there is not an iota of
pure, genuine journalism left in auto journalism, whether it is newspapers,
magazines, television or social media.
Whether you are a #B2Breporter or a #B2Creporter, at the end of the day you are an entertainer at the
mercy of huge corporates.
Across the fence, young PR
executives I had known left their agencies and joined the corporate
communication teams of big auto majors. While many of them remain grounded, a
few have taken on roles of don. I refrain from interacting with them; as a
result, I seldom get invited for their drives or rides. I have no qualms about
that. Corporate communication heads have huge powers. They have a budget too
and if they want they can help you financially, one way or the other. Besides
inviting you for drives and rides, and ensuring that you get their vehicles for
a review, they can also support you financially by placing an advertisement or
advertorial in your magazine or sponsoring some content on your YouTube channel.
A few #corporatecommunication chaps in #automotive companies I have interacted with are mean,
self-centered and ruthless snobs. They call you for an event and despite being
the host, they don’t bother to meet you or interact with you. The same is with
a few company brand heads, marketing top honchos and CEOs. Damn it, you invited
me, so you better acknowledge my presence! But it will always be the hallowed
club of auto enthusiasts with their ingratiating personalities who would be
entertained and fawned upon.
Despite this, I shall always hold a
few of the corporate communication guys in high esteem for their impeccable
decency and their friendly mannerisms.
I have lost several battles in my
life; I do not mind losing a few more. At the end of the day, I know I have got
to win the war.
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