![]() In the past decade, much of Belgium has woken up to the undeniable presence of India – not only in the political and economic, but also in the cultural scene. What lessons if any could be drawn from other magazines such as the New Yorker or Harper’s Magazine, which were the original inspiration for Pattabhiraman, was a question that came up. Does writing for a larger audience outside of the classical arts aficionados come at the cost of diluting the standards? I for one felt that this is a false dichotomy. The concern that expanding the audience, somehow implies diluting the core premise of uncompromising quality was at times palpable. Ramnarayan mentioned how Sruti has attempted to adapt with apps on both Android and iOS - as a publication on the Magzter platform. ![]() Despite Indian magazine and newspaper readership growing relative to the rest of the world where print is under siege on every front, Sruti too is not immune to the forces of digital media. Sruti, as a magazine focused on primarily Indian classical art forms, is already a niche publication. But the question of raising the readership numbers still comes up. Much like cultural organizations or sabhas which depend largely on sponsorship Sruti thrives largely from advertising revenue and less from subscriptions from readers. ![]() ![]() ‘What can be done to improve subscriptions to the magazine?’ we wondered aloud. ![]()
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