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After Olympics, Advertisers Look Forward To ICC Men’s T20 World Cup
Now, the next big event on advertisers’ watch list is ICC Men’s T20 World Cup to be hosted in the petro-dollar venues UAE and Oman from October 17 to November 14, 2021. Reliable sources say Star Sports, the official broadcaster, which includes its video streaming app Hotstar, has already lined up event sponsors (BYJU’S, Dream11), broadcast partners (Coca Cola, Vimal) and are hoping to get on board two more sponsors. Already 40% of the inventory has been sold – with the cost for a 10-second spot put at Rs 10,000-Rs 12,000. The World Cup which will be played after Dussehra but before Diwali may prove to be bang for the buck for both advertisers and broadcasters. Star Sports which was expected to rake in around Rs 3,000 crore (that includes Hotstar) by way of advertising revenue from IPL 2021, could not hit that number as matches were suspended due to the second wave of pandemic. However, insiders are optimistic that Star Sports will earn close to Rs 1,200 crore from 45 matches to be played between 16 teams in the T20 World Cup.  It is learnt several advertisers like BharatPe, Upstox, OPPO, MRF Tyres, Booking.com have signed on as ground sponsors. As always the most keenly watched match will be one between India and Pakistan and for this match advertisers don’t mind paying a premium.
anil kapoor ulka
Veteran Adman Anil Kapoor Who Re-Built Ulka Passes Away
Anil (Billy) Kapoor the legendary advertising man and former chairman of FCB Ulka passed away on April 12 at Sir HN Reliance Foundation Hospital & Research Centre, Mumbai. He had successfully battled pancreatic cancer almost a decade ago but it recurred aggressively a couple of months ago. He had been living in Singapore for the last several years and was flown back on Saturday. Unlike the fanfare behind the big brands he promoted, his funeral was a private affair. He along with Ranjan Kapur of O&M, Mike Khanna of HTA were referred to as the ‘Punjabi Club’. The trio controlled the era of big brand advertising. Billy was the last to go. One may recall what Ambi Parameswaran wrote when Ulka turned 60 in his column: “It was Bal’s (founder Bal Mundkur) bold move in 1988 that saved the agency. Or it was Anil Kapoor’s courage of conviction that he could rebuild Ulka in a new image. Anil joined as MD in 1988, identified some key managers to re-motivate and retain (Shashi Sinha and Niteen Bhagwat are still in FCBUlka/IPG Group); Anil also managed to rope in a few more – Arvind Wable, Nagesh Alai and yours truly.”  Kapoor is survived by his wife, Rita, daughter Aruna and son Ram Kapoor who is a well-known TV star.

TRENDS & VIEWS

Editor’s Note: Short Post Noticed By People Who Matter

Four years have zipped by and we are crossing another milestone on 31st January 2025 – it’s our 4th Anniversary. It feels good.
Looking back at the 1460 days, I must say Short Post has made its mark with people who matter via 4000 stories published in the areas of politics, business, entertainment and sports. All made possible by the unflinching commitment and dedication of our senior editors, most of whom have been part of this journey from Day One.
Small pack, big impact is in essence the story of Short Post which was launched at the height of the Covid-19 pandemic in 2021. It shows our conviction. In all humility, I can say, we have created a new niche in the news segment space like Hindustan Unilever which created a new segment, when it launched CloseUp Gel.
Yes, we have created a brand (in a limited sense), created demand (readers) and created supply (senior journalists). But we are facing teething problems like all start-ups. What makes us happy and confident is the recognition of our efforts. For instance, we have an arrangement with the OPEN Magazine, part of the $4.5 billion Kolkata-based Sanjiv Goenka-RPG Group. This arrangement sees around 10 Short Post stories posted on OPEN Magazine website every week. This arrangement is testimony that our content has been well received! Also, I may add that the Maharashtra government has recognised Short Post and has allowed our senior editor to cover the Assembly sessions. Ditto: Odisha.
Our goal is to ensure that Short Post becomes a habit. I would like people to keep checking their smartphones to know the latest Authentic Gossip. As regards AI and the fear of it disrupting all businesses including media. On that, personally, I have no such fear as I am confident AI cannot smell news particularly Authentic Gossip. That’s the place we are well entrenched.