The future of the press is failure! + first part

The future of the press is failure! + first part

Mohammadreza Mohseni is the founder and CEO of advertising center of Peik Bartar and iBartar startup. He talks about everything from offline publications to the future of this field. Here is the interview with Mr. Mohseni.

You entered media and press in 1386 when seven years had been passed from the launch of Peik Bartar. What did cause you to enter this field?

Mohammadreza Mohseni is the founder and CEO of advertising center of Peik Bartar and iBartar startup. He talks about everything from offline publications to the future of this field. Here is the interview with Mr. Mohseni.

You entered media and press in 1386 when seven years had been passed from the launch of Peik Bartar. What did cause you to enter this field?

When deputy minister announced that advertising couriers weren’t authorized to work, we referred to press. On the other hand, we saw that we had capabilities in this field. We published famous magazines like Ideal, Sibe Sabz, Mnazel, Shahrzad, Takhte Gaz and etc.

In 1389 you entered online business. What had caused you to do this?

We thought of a site in which we publish advertisements. We launched “Kaam”. Because we had many publications and useful content, we decided to run a site and put our content on it. So we launched “bartarinha.ir”.

What are the factors that caused you to have such a need?

There are two factors. First, from the time smartphones entered the market, IT became more serious and technology played an important role in the field of news and advertisement which threated written advertising. Second, the cost of products such as paper, ink and etc. increased and the price of dollar increased. Thus we focused on development of our media.

What is your outlook in the realm of IT?

We aim to have 50 media with high influence until 1397.

What are your most successful media in the realm of IT?

Bartarinha.com and bartarinha.ir which are in the field of sport, Hamgardi in the field of tourism and entertainment, AloDoctor and HiDoctor, Chidaneh in the field of furniture, NiniBy and KoodakYari, etc.

What is the priority of ibartar over PeikBartar?

Because it is related to IT and offer services to all over the country.

How does iBartar earn money?

We haven’t got any money from iBartar since now.

What are the competitive strategies of your business?

Our strategy is B2B; that is local business from which people can meet their needs.

What are the risks and threats of online business?

I think that every issue is an opportunity not a threat. But some networks like Telegram interfere in the market. Telegram provides content which is in contrary with our professional content and it is a threat for us.

Do you think that Telegram is a threat for your business?

Yes.

Why?

Because in this network all the advertisement with every content are provided and there is not a good monitoring.

How many employees do you have?

Currently more than 2000 people work for us.

How many years does it take to cover all areas of Iran?

We will reach this goal until 1398.

How many users do you have?

About millions.

How many businesses are registered in iBartar?

We have more than 500.000 registered businesses across the country.

Is it possible that one day you put aside PeikBartar and only continue with iBartar?

It is possible. Maybe one day we do this.

Is there statistics about business investment on advertising in Iran online environment?

Total cost on different businesses for advertising in Iran online environment was about 100 billion Tomans last year.

What is the annual growth rate of online business and advertising?

I think the growth rate is 40 to 50 percent. Thus such a growth indicates that this field has a good future. But this business requires high cost and it has hardships and complexities.

What are the difficulties of this business?

In online business it takes two years for a media to grow and make a brand. Also you have to spend money in these two years without any earning.

How can you invest on branding an online media?

I think content production is the most important issue in branding an online media because it is the content that shows the difference between media not the users. Also promotions, space rent and bandwidth are the most important sectors of investment.

Currently about 15 percent, if we consider both sales and earnings.

So if your earnings in this field was 100 billion Tomans last year, your share has been 15 billion Tomans. Is it right?

Yes.

Do you plan to increase your share?

We aim to increase our share to 50 percent per year in the next five years.

Some print media like Hamshahri and JameJam haven’t entered online space or they haven’t been successful in this field. What is the reason?

Print media have two options. They can enter online space themselves and combine traditional and online methods, or they become obliged to enter this space.

Do you think that if an old media like Hamshahri doesn’t enter this space, it may be removed totally? Read more tomorrow

If you want to know more about the life of Mohammadreza Mohseni, click here.

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