MNEWS

Shri Nitin Gadkari announces adoption of international system of counting of Lane Kilometres Union Minister for Road Transport & Highways , Shipping, Water Resources, River Development and Ganga Rejuvenation Shri Nitin Gadkari has said that over 9829 kilometres National Highways were constructed during the year 2017-18. This represents 20 per cent growth over the last year, when 8231 kilometres were constructed. 17055 kilometres road length was awarded in the year, against 15948 kilometres last year. Expenditure of Rs 1,16,324 crore was incurred on construction of National Highways during the year 2017-18. Addressing media in New Delhi today, the Minister announced adoption of international system of counting of Lane Kilometres from the coming Financial Year onwards. He said, the ministry has so far been calculating construction of National Highways in linear length, which did not truly reflected the amount of work completed. Shri Gadkari informed that the wor...

Content is king. Content is engaging. Content is a sales tool. Content is a lot of things, but advertising. Very often I see brands and partners I work with define the same KPI's for content as they have for their ads. In this short note, I will try to highlight some of the biggest ways in which content is different from an ad. A content-consumer is looking for entertainment. A consumer of an ad is often trying to avoid watching it. If she/he does get stuck, all she's doing is waiting for it to end except if your product is revolutionary, your ad is telling them something they don't know or your ad is loud and colourful (a cheap trick that seems' to have become a thumb rule). The last thing you need to worry about doing via your ad is entertaining people. And entertainment is all a content-consumer is looking for. Your rules of advertising are bound to fail when you apply it to content. The easiest way to judge your content is to show it to your worst enemy - if...