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Published by RIkishor

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Published by: RIkishor on Mar 24, 2010
Copyright:Attribution Non-commercial


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 THIS NEW YEARmarks the beginning of a NewEra at
has new parents! In December2007, 9.9 Mediaworx (
) acquired Jasubhai Digital Media, the founding publishersof 
stands tall in the clutter of consumer technology magazines. It isunsurpassed in its popularity—and we thank you,our readers and advertisers, for your unwaveringsupport in making this happen. It is an inspiringstory of entrepreneurship and independencespanning more than a decade.
started as the first home-grown magazinein its genre. Despite the onslaught of several “me-too” offerings and global brands,
has held itsown due to constant innovations brought about by a set of outstanding editors and managers,unstintingly supported by Jasubhai Digital Media. Today,
is more than a magazine aboutinformation technology alone—it encompassesthe gamut of digital personal technologies that you and I use at home and work. We at 9.9 Media value and respect theleadership of this powerful brand and thefollowing it has created. We are committed to building on this legacy by bringing aboutcontinuous innovation in our offerings—toreaders as well as advertisers—as we power
growth into this new era. Given the potential thatexists, moving forward, we intend to offer youincreased content and insights. Over the next fewmonths, look for editorial and designenhancements in the magazine. Expect a morecontemporary online presence at
 www .thinkdigit.com
. Continue to enjoy lots of value-addition and stay ahead with
. As we shift gears, this is also a good time to getmore demanding of us! While we enjoy the kudos we receive, what would help is constructivefeedback on where we are falling short. Tell us what you expect beyond what we have on offer. Give usfresh, new ideas. Join us in taking
to the nextlevel. I am confident that 9.9 Media’s association with
 will ultimately help in strengthening your bonds with this wonderful magazine. As India’s newest diversified media group, weare committed to a level of quality—in whatever we do—such that we always deliver above and beyond the expected and the ordinary. We believemagazines and content-providers have atremendous responsibility to their readers indelivering content that is not onlyuncompromising in its quality, but also clearlyshows respect for the privilege of having thereader’s undivided attention. I hope you will keepus honest in our commitment to you! Thank you once again for your continuedenthusiasm for
. I look forward to staying intouch and building on our partnership. A veryHappy New Year to all of you!
MD’s Note
 A New EraFor Digit
“Given the potential that exists,moving forward, we intend to offeryou increased content and insights”
 Dr. Pramath Raj Sinha Founder and Managing Director 9.9 Mediaworx
 AS I MEET and discuss with the various departmentsunder the
 banner, I get a feeling that the age bracket of readers has, over the years, shifted. Whilea few years ago the average age of the
reader would not have crossed 22, today it is much higher. Just to substantiate: we are running a daily contestfor
subscriptions on our Web site, and guess what: over 40 per cent of the contenders are over theage of 40. I get about three letters on an average, perday, from readers over 35 years of age. So is it truethat some cool, funky technologies are only for the young and restless? Data says otherwise… They say the youth is fleeting; well, maybe in thegaming world. This definitely is not the case in theIT industry. Remember the tech stalwarts: Bill Gates, who started Microsoft at the age of 19, and Steve Jobs, who started Apple at 21? What is happening to the youth of today? Looks like they are fleeing! The revelations that I have received remind meof the famous
cigarette case study. The cig-arette was launched in a denim pack, to target youth in the 18-to-25 age bracket. But when a survey was undertaken, it was found out that the pack was being lapped up by smokers in the 35-plus age cat-egory. The reason—smokers in the 35-plus age cat-egory wanted to relive their youth, so they foundthe pack attractive—much more than did theintended target audience. (I’m not condoning thismental association, but facts are facts.)Now coming back to
: do we spot a similartrend in the readership profile of the magazine? The 40-somethings are individuals who grew up onthe cusp of the IT wave. Since that is a generation which has dramatically seen how IT can impacttheir personal and professional lives, maybe it wants to ensure that it stays on the cutting edge of technology. Naturally, people from this generationare readers of 
. The youth, on the other hand, has not seen howlife used to be in all fields before the dawn of the ITrevolution. And how life used to be before
.Maybe I’m reading too much into the phenom-enon, but it just goes to show that a digital dividedoes not exist between the earlier generation andthe current one. In the years gone by, you wouldhave expected a strong case of IT phobia in the oldergeneration. Remember the strikes that used tohappen in certain sections of the industry to protestcomputerisation? When Big Blue was shown thedoor on a political whim? In this day and age, IT has become the holy grail, as the desktop has becomeubiquitous in every organisation.IT has now become an inclusive technology. Thatis to say, it does not exclude anyone from reapingthe benefits of technology utilisation. The jury is still out on this one. I would love tohear from your side on this issue—and I am sure thatI’ll get to listen to a fair share of “veteran” voices!
Sujay Nair
Editorial Director
 Young Tongue And Old Gold
“The youth has not seen how lifeused to be before the dawn of theIT revolution”

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