For over a decade, typically twice a year, I found myself anticipating a different kind of work.

It was a welcome escape from the routine, a chance to delve into research and analytical thinking. This was Aurora time. In the middle of the year, the focus of my article would be on the national budget, a topic I initially engaged with thanks to Mariam Ali Baig, Aurora’s editor. She nudged me to cover its implications for the advertising industry, prompting me to dust off economic concepts from my college days. The analysis for the article also helped me understand the impact on my business. The second article, generally centred on a prevailing industry trend, served as an opportunity to expand my knowledge base.

From my initial contribution, a certain pressure emerged.

I felt an Aurora article required a specific standard. It had to be both insightful and authentic. The high bar reflects the editorial quality maintained by the publication. Unlike the plethora of content platforms, which lean towards being self promotional echo chambers for brands and individuals, Aurora avoided this commercially lucrative path and maintained its editorial integrity. Its pages do not feature overtly commercial content. Instead, the editorial content is meticulously planned and its content carefully curated.

This commitment has established Aurora as the definitive journal for Pakistan’s marketing and advertising industry for nearly three decades and I feel honoured to have been a regular contributor. Beyond its thematic features, the interviews, trend analyses and particularly the annual issue’s data and predictions delivered unique and valuable content. I often use the data from the annual issue in my presentations.

Specialised publications like Aurora are instrumental in the development and professionalisation of an industry. By curating insightful analyses, showcasing best practices, and highlighting key trends and challenges, they foster a collective knowledge base. This, in turn, cultivates a more informed professional community, enabling better decision-making, encouraging new ideas, and ultimately contributing to the industry’s evolution and growth.

Aurora, through its commitment to authentic content, has served this foundational role for Pakistan’s marketing and advertising industry.

The decision to cease publication, both in print and online, underscores the mounting pressures on specialised trade journals. The escalating cost of physical printing, combined with the exponential growth of digital content and the associated diminishing attention spans, has necessitated pivots.

Global journals like Ad Age and Adweek illustrate this shift. While still dependent on ad revenue, they are increasingly driving paid subscriptions by offering premium content through value additions. Adweek, for instance, integrates dedicated space for major events like Cannes Lions and expands its reporting into commerce and technology; Ad Age offers subscribers exclusive access to its data centre, providing invaluable industry reports and specialised analyses.

Considering Aurora’s established brand reputation and its rich content archive, it has the potential to evolve into a more expansive platform. The data from its annual issue can transform into an interactive online offering, facilitating dynamic trend analysis. Additional curated data through partnerships with research companies could be offered behind a paywall. It would benefit segments like SMEs that are not able to afford independent custom research. In addition, a searchable repository for campaigns, a job board, an agency tracker detailing media pitches, and a directory of service providers are all potential areas for expansion. Strategic collaborations with other content providers or partnerships for industry awards, such as the Effies, webinars or podcasts could further amplify its reach and utility. Or revive the Aurora Awards!

While Aurora’s closure marks the end of an era, I hope it is a temporary pause. Until the hoped-for revival, let’s celebrate Aurora’s profound contribution to Pakistan’s marketing and advertising industry and express our gratitude to the incredible people behind it led by Mariam Ali Baig. Wish you all the best!

“The pain of parting is nothing to the joy of meeting again.” – Charles Dickens

Amin Rammal is a marketing technology enthusiast and Director, Asiatic Public Relations. amin.rammal@gmail.com