This is an archive article published on January 11, 2009
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The big swindle in corporate governance

Iam in the process of launching a weekly magazine. The dummy issue is printed and ready to be sent to potential advertisers and for feedback from likely readers...

Written by: Sandipan Deb
5 min readJan 11, 2009 04:00 AM IST First published on: Jan 11, 2009 at 04:00 AM IST

Iam in the process of launching a weekly magazine. The dummy issue is printed and ready to be sent to potential advertisers and for feedback from likely readers. We in the office all agree that we couldn’t have chosen a more logical time to launch a media company,given the expected fall in GDP growth rates,the cuts in advertising spends,and all the strident breast-beating about the definitive end to all good times for all foreseeable future. So one of my colleagues had a suggestion on how to market our magazine. It was a powerful idea.

Get PricewaterhouseCoopers,he said,as our auditors. Get them to certify a circulation of 7,00,000 copies by the end of the first quarter,then get them to introduce us to all the advertisers who are PwC clients. This is a failsafe strategy. We are currently just working out what a good circulation would be: 5,00,000? 7,00,000? Would a number like a million be less credible than we would ideally want?

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