Which is why others are now following the Living Media example. These agencies already handle some small clients and with their low-overheads structure can rope in others too,'' reasons a source. The magazine's Mumbai edition though, is yet to make it a regular feature. By October this year, the Delhi split is also hoping to restart Windows, again through an outside agency. It works on a commission basis where the floor rate that covers the printing, production and distribution costs of a magazine is fixed.
Rest is the agency's commission.
Some think not. The argument is two-fold. It rests on the kind of advertiser targeted. Now begins the pitch to lure them to become advertisers. The first concern of the small advertiser is of numbers.