The marketing and communications industry’s response to Aurora being paused.
“Very few brands have stolen my heart, but they all have one thing in common. Creativity and courage show up on the first date. Aurora was one of them.
I still remember when we first met. It was love at first sight. The Aurora Awards at Mohatta Palace was easily the most glamorous night I’d ever been to in Pakistan. The whole evening felt like something out of a dream, and for once in an award show, every winner deserved to win. That’s rare in Pakistan. And yes, Head Lion and I were lucky enough to win, too.
It was for our first campaign titled F*CK HEADLION. The night before the ad in Aurora came out, we were nervous. Like, we thought, no way this can get printed in Pakistan. Someone must’ve slipped. Or they’ll pull it at the last minute. Early morning, I went to the bookshop in Khadda Market, flipped through the new issue… and there it was. Full page. My reaction?
“Oh crap. They printed it.” Remember, I mentioned “Courage.” No other publication would’ve dared to touch it. I remember Masood Hamid laughing when we met. I barely knew him, but he hugged me and said he loved it. Aurora wasn’t just a magazine; it was a stamp of approval for our industry. If your name was printed in the magazine, it meant your journey was over, you’d arrived. It wasn’t just reporting, it was investigative journalism that our dilapidated industry deserved and needed.
I just want to say thank you. To Mariam Ali Baig, whose editorial clarity and courage gave Aurora its voice. To Marylou McCormack, who brought a different perspective to the usual stories. To Mamun M. Adil, who always made us think differently. To Masood Hamid, whose energy powered so much of what Aurora stood for. And to Hameed Haroon, for believing in bold, meaningful ideas and giving them a platform.
Aurora published its final print issue (From what I heard). The romance of flipping those glossy pages is over. Sure, we’ll stay in touch online. But let’s be honest. This feels like one of those breakups where they say, “We’ll always be friends > Miltay hain break ke baad.“
PS: I bought my first suit for that night.“
NEIL CHRISTY
“Today, I received a copy of Aurora Magazine, which is set to be its final publication. As someone deeply immersed in marketing and branding, this feels like a personal loss. It’s hard to believe that Aurora is no longer part of our landscape.
I have been a subscriber to this esteemed magazine since its inception in 1998, spending over 25 years with a publication that consistently delivers valuable insights.
Over the years, Aurora Magazine kept me informed about the latest trends and perspectives in marketing and advertising.
When I was teaching, I would always encourage my MBA students to read Aurora Magazine to gain a better understanding of the current industry dynamics.
Without a doubt, Aurora Magazine set the bar high, establishing standards that many in the marketing and advertising world aspired to.
It served as a platform for professionals to share their ideas, observations, and market insights in a thoughtful and constructive manner. To provide some context, in my professional presentations, I sometimes used Aurora as a reference, which was quite helpful.
A few days ago, Mamun Adil shared this news with me, but it was difficult to accept.
The decision to close Aurora Magazine comes from the management at DawnNews, and while the digital age and the rise of AI make it challenging for print media to sustain readership.
However, there are still people like me who cherish the feel & aroma of paper and the unique experience it provides.
With a very heavy heart - Goodbye Aurora Magazine!“
KASHIF HAFEEZ SIDDIQUI
“Saddened by the magazine’s closure.
No string of words can define the exposure one gains working at Aurora Magazine under the formidable force that is Mariam Ali Baig.
From having early drafts [gently and justifiably] torn apart – teaching me to write with clarity and purpose – to gaining the confidence to produce a magazine and connect with professionals across Pakistan’s business, advertising, and media worlds… Aurora gave me experience, confidence, and perspective I’ll carry for a long, long time.
None of it would be possible without Mariam – an extraordinary editor and leader whose intellect, witty sense of humor, and deep care for her work and team set the tone for everything Aurora stood for.
Looking forward to Aurora’s digital revival.“
ZEENAT CHAUDHRY
“With the release of its final issue, Aurora Magazine has closed its doors—and with it, the golden era of Pakistani magazines has drawn to a quiet, poignant end.
Launched in 1998, Aurora chronicled the world of advertising, marketing, and brands for 27 years, becoming a staple for industry insiders and enthusiasts alike. Its birth coincided with the dot-com boom and the media explosion under Pervez Musharraf’s regime, a time when Pakistan hurtled into the age of 24/7 news cycles and digital media transformation.
But Aurora was merely the last holdout in a long, illustrious tradition. Decades before it graced newsstands, literary journals like Nuqoosh, Savera, Adab-i-Lateef, Funoon, Seep, Saqi, and Auraaq dominated the cultural landscape. These were more than just publications—they were incubators for emerging writers and vital archives of the creative spirit that defined their times. Even the giants of investigative journalism, The Herald and Newsline, magazines that once set the standard for long-form storytelling, have long since faded into memory.
As they say, all good things must end. And now, with Aurora’s final bow, an era slips away—leaving behind only echoes of ink on paper and the quiet hum of what once was.“
MANZOOR ALI
“So many of us are offshoots of magazine journalism! In a fast-paced world of reels and stories, long-form stories, features and interviews are rarer. Sad to see Aurora Magazine go.”
FARAHNAZ ZAHIDI MOAZZAM
“Some of the finest training I received in journalism came from my time at Aurora Magazine.
It was there, back in 2009, that I wrote a book review which made me realize I had to shift to digital, whenever the opportunity arose (Tribune 2010).
Just deeply saddened to see the magazine come to an end. But I still hold out hope that this stellar publication will find a new life in the digital space someday.“
JAHANZAIB HAQUE
“The last issue of any print publication is always a sad moment, but the last cover of the first magazine I worked for in Pakistan is doubly so. I was at Aurora (the Dawn Group’s advertising and marketing publication) for nearly 3 years in the early 2000s, and it was my first journalism job in Pakistan (first piece: the arrival of debit cards in Pakistan, it’s that long ago). It was a wonderful magazine to work for in that it never felt like an industry magazine, because what it ended up covering invariably transcended the industries it did cover.
And as the magazine was run out of the BD&R (Business Dev and Research) department, the job was much more than journalism: writing ad copy, working on mega-events, learning graphic design, and doing marketing research. It was actually even more than all that, because it gave me my first proper, prolonged experience of Pakistan, during what feels like an especially lively period (the electronic media boom, the growth of the music industry). It also introduced me to a bunch of people who became (and remain) my dearest friends from Pakistan: Irfan Aamir Shakir Husain, to name just two.
I’m very grateful to Mariam Ali Baig, the first and only editor, for everything, and above all, the opportunity. When I first applied, she asked Aamer Ahmed Khan, editor of the Herald in those days, about my writing (I used to write for them frequently). He told her I was punctual with my deadlines, which I believe is what clinched it. I loved working with TZK (Tariq Z.) and ML (Marylou McCormack), and, of course, Mamun Adil. But also, a shoutout to the entire Dawn universe at the time, and especially the design team of Creative Unit, led by Tannaz and Manan, who became my work family.
Three years now feels like a tiny stint, but I crammed in a lifetime of professional learning and experience in that time. Bye, Aurora, go well.“
OSMAN SAMIUDDIN
“Sad to see Aurora going to bed for the last time. The deep slumber of this remarkable magazine will be deeply felt by all of us who believed in its voice, its mission, and its unwavering standards. Being part of the launch issue was not just a career milestone—it was an honour. Watching Aurora grow and evolve over the years into Pakistan’s most trusted voice in advertising and marketing was great.
My deepest gratitude goes to Mariam—more than an editor, she is a mentor, a guide, and a shaping force behind the very foundation of my professional journey. With quiet strength, unwavering integrity, and a sharp eye for truth, she inspired us all to strive for something greater.
Thank you, Aurora, for the stories, the challenges, the lessons, and the legacy. You will be missed—but never forgotten.
A special thanks to Mamun for showing such resilience and good humour while working with me—it truly meant a lot.“
UZMA KHATEEB NAWAZ
“Indeed, Aurora was a quality publication; its editorial integrity was of the highest standard. And yes, in many ways, Mariam was truly an inspiration to all. All the best in your future endeavours.”
MENIN RODRIGUES
“Very sad to see Aurora go. Best wishes to the team. Take a bow for being the last guard for quality industry coverage.”
ELLA HUSSAIN
“Aurora became a benchmark in the branding, communication and the FMCG industry by providing insight, interviews and ideas..So sad to see it go!”
MUHAMMAD OMAR IFTIKHAR
“As both a marketing educator and 15-year Aurora subscriber, this feels like losing a mentor. I first discovered Aurora as a student desperate for local case studies; it became the missing link between global theory and Pakistan’s marketing reality. For years, I’ve relied on its pages to show my students authentic examples of our industry’s evolution, from traditional campaigns to digital transformations.
Aurora wasn’t just a magazine; it was an educational institution that filled critical gaps in our professional knowledge base. Our students deserve to learn from Pakistan’s marketing narrative, not just imported theories. This isn’t just goodbye to a publication, it’s the loss of a vital bridge between academia and industry. Farewell, Aurora. You served us well. I’m hopeful and rooting for your digital return soon.“
AMNA A.
“Sad to see the discontinuation of this great magazine after Dawn’s Spider Magazine (for tech enthusiasts). It covered every aspect of business, from startups to economy, psychology and global trends. Aurora will be missed!”
KAMRAN TARIQ
“Really sad to know this. When I was teaching in Pakistan I would regularly take copies of articles from there for my Marketing students. Best content.”
IQBAL YASIN
“Aurora stands out as one of the finest magazines I have ever had the pleasure of reading. Its exceptional content and captivating stories create a truly stellar reading experience. Looking forward to access it online soon.”
RUBINA PATEL IZZAT
“Very sad, this was indeed a great publication. However, I feel Aurora should have evolved into a digital platform. It is unbelievable that the Dawn group, with such great minds, didn’t see it coming. Anyways, I would still say it is, though quite late, but not that late not to make a digital comeback of Aurora. We did the same for a very small publication, so could the Dawn group. Please have a second thought on this.”
KHALID KHAN
“I had subscribed during my university years, and it was always insightful to see what was happening in the market. Aurora served as a valuable learning tool and knowledge hub — not just for me, but for many others as well. Looking forward to connecting again soon, Aurora.”
MUHAMMAD NOOR
“It’s really sad news. I hope they will continue their digital version.”
SAQIB MUHAMMAD NAEEM
“Extremely saddened. Aurora is, and will always be, Mariam Ali Baig’s legacy.”
MUSTAFA MOOSAJEE
“Mariam Ali Baig, your contribution to Aurora Magazine has been extraordinary. Hats off to you for your perseverance.”
ARIF AHMED
“Can’t believe a publication I used to look forward to, have written for, and would always talk about it in class while teaching, to refer to market trends or to check on campaign highlights, is now coming to an end. It saddens me how the idea of holding anything in print is slowly escaping its essence. But no doubt, Mamun Adil and Mariam Ali Baig have been such icons in this space, and led this publication through its best of times.”
ASMA INAYAT
“Stopping Aurora means silencing one of the few platforms that consistently highlight our media, marketing, and advertising landscape. It must continue.”
MARYAM H.
“It is truly an end to an era….I started reading it in 2002 and have been a subscriber for many years….it was certainly a ‘whiff of fresh air in today’s world of ever-increasing everything-digital’, as a reader pointed it out below. It will surely be missed by people like us who still cannot let go of the paper-based mediums.”
ARSALAAN HALEEM
“Why can’t it be Aurora Digital Magazine with a subscription model. Transforming into the digital platform and continuing with the enhanced version of content will make an even a greater impact in the advertising world.”
MUHAMMAD YOUSUF ALAM
“I got my copy today… and didn’t even realise it would be the last one I’d ever hold. Subscribed to Aurora when I was still a student, and since then, it’s been part of my journey both as a reader and now as a teacher. I always make it a point to introduce my students to Aurora in our very first class. For me, it’s always been more than just a magazine, it’s been a window into the world of advertising and marketing in Pakistan. Even though everything is online now, I genuinely loved flipping through the large-sized pages and had a dedicated spot on my bookshelf just for Aurora. I’ll truly miss it.”
HADIQA RIAZ
“Dear Mariam, I write with a heavy heart to acknowledge Aurora’s closure and to thank you for steering a magazine that defined marketing journalism in Pakistan. Aurora did more than report on our industry; it helped build it. For practitioners, students, and brands alike, it was the forum where ideas matured, debates sharpened, and standards were set.
As a contributor to Aurora’s editorial content, I feel a personal sense of loss. The magazine gave me a platform, an editorial home, and, through your guidance, a higher bar for rigour and integrity. I’m deeply grateful for the trust you placed in my work, giving me the chance to be a part of the Aurora Awards jury and for the countless conversations that shaped how we all think about brands, audiences, and culture.
Please also extend my appreciation to the entire Aurora team. Their craft, curiosity, and consistency created a public record of Pakistan’s marketing evolution that will continue to educate and inspire.
If there is any way I can support the preservation of Aurora’s legacy, archival access, a retrospective, or a public conversation about its impact, I would be honoured to help.
With respect and gratitude. Keep Smiling.“
ARSHAD AWAN
“For years, my byline in Aurora read: “Sami Qahar is a Dubai-based Pakistani, looking for excuses to write… Aurora gives him a few.”
That line first appeared in 2011, when I began contributing to the magazine I had once read as a student… wide-eyed, fascinated, and quietly dreaming that one day I might see my own words in its pages. 14 years later, I’ve written nearly 40 pieces for Aurora Magazine, long before ChatGPT writing for people.
Last month, Aurora published its final issue. It’s hard to overstate what that means. It’s not just the end of a magazine, it’s the end of an era. A whole generation of marketers, advertisers, and curious minds, myself included, cut their teeth on Aurora. For the generations to come, the loss is deeper than they might realize. They won’t have the privilege of learning from what was, without question, Pakistan’s finest marketing publication.
I owe a debt of gratitude to Aurora, and to my virtual friend Mamun Adil, for chasing, pestering, and nudging me to meet deadlines, and for always believing I had something worth saying. Yes Mamun, you’re right, we should finally meet in person.
The piece below is my swan song for the GOAT magazine, my final article, this time on automotive advertising in Pakistan.
Adios, old friend. You’ll be missed more than words can say.“
SAMI QAHAR
“Can’t believe it. Aurora was THE magazine to seek out for all those marketing conundrums throughout our bachelor’s and master’s. End of an era!”
SYEDA MASHAAL
“My heart just sank. What a loss. What are students going to do now?
I remember it was the only magazine that I would read cover to cover. I would cut stuff out and put it up in the room. When I finally did get published in it (you may not remember this, but you were a part of that article, Sami Qahar), I thought I had truly made it in this world.“
AHMED HAQ
“This post has been a long time coming..
The end of an era is all I can say about receiving the news of Aurora Magazine shutting up shop. No more print editions. It’s like TIME magazine closing down. A piece of history, heritage and wonder passing on.
It’s been a good run, and thanks to Mariam Ali Baig, Mamun Adil, Marylou McCormack, Amber Arshad, Tariq Sayeed Khan and others at the editorial team, I have been a part of something amazing and transformational in the purest sense of the word.
Aurora was and is the gold standard in Pakistan marketing publications. Editorials, opinion pieces, facts and figures, it was a veritable Encyclopedia Brittanica for the marketing fraternity. A treasure house, a repository of knowledge. Used it’s hallowed pages to help me prepare a report on car launches and for other media and societal/consumer data and insights. Thanks to this publication and team, the issues over the years helped me connect with so many people locally and abroad too. Every marketing organization wanted to have an article printed in the Aurora at least once a year and for a while, I had an article in every issue. No flex just facts and a testament to the team’s patience and endurance.
Aurora was a lot of firsts for me: first marketing related magazine I read often from cover to cover as a BBA student at KU, first marketing related magazine I gave feedback to in the form of letters to the editor, letters that were often published, first marketing related magazine I was published in back in 2007. I will never forget how Yasir Riaz emailed me to commend me on my article on media planning. That was the start of a decades long respect and friendship. I vividly remember the Aurora conference in 2009/10 and to this date the people I met over there are a big part of my marketing life.
The Aurora awards held for the first time a while later on were the talk of the town. The categories named after different winds such as Borealis and the origin of the names showed an attention to detail and the desire to successfully create an air of style and class.
It’s been a joy and privilege to be one of the writers for such an esteemed publication that set such high standards and through the years the small and incredible team did yeoman’s service to the marketing industry.
Looking back over the years its bittersweet memories. Especially to see the names of friends who have passed on from this world, but they are eulogized in this elite roll call.
Holding this last issue in my hands it truly is the realization that an era has come to an end.
Goodbye, goodbye you were bigger than the whole sky!“
TYRONE TELLIS
“I am sad too to see Aurora go - it has been a pleasure to have written for the magazine over 16 years ( I have just calculated ) and to have made good friends along the way.”
JULIAN SAUNDERS
“I’m simply unable to pen down or even really talk about this. It’s humbling to see the impact it has had, and I’m forever indebted to that place and its people. Whatever happened will stay with me for a long time.”
AMBER ARSHAD
“It’s sad to hear about it. I have the same feelings and story - from my BBA days, I used to read end to end, and I had all copies till 2015 in my study room. Aurora introduced me to icons like Yasir Riaz, Fouad Husain and Asad ur Rehman. I met all these great gentlemen through their articles, much before I had the opportunity to meet them in person. That’s when I first read about a new global agency, Mindshare being launched in Pakistan. However, I am also sad about the fact that the publication did not initiate the transformation to digital when they should have and could have. Was it not possible? It was. I have Adage as an example. It started in 1930 and is still going strong, yet it still maintains the print version. From Aurora’s point of view, a lot more could have and still can be done. Print is not dead - it’s transforming. Unfortunately, the think tank isn’t really thinking.”
FAHAD BASHIR BHURA
“Thank you, team Aurora, editors and contributors for inspiring generations. I credit Aurora for developing my interests in marketing, advertising, communications, building strategic narratives, consumer psychology and the creative side of business.”
SHOAIB PERVAIZ
“Thank you, team Aurora Magazine, you have been phenomenal in capturing the essence of the advertising world in Pakistan. Hope to see u all soon with something new. إن شاء الله”
UZMA FARHAN
“I find this news shocking, as Aurora has been the go-to space for marketers. It is essentially a mirror to the country’s marketing pulse and a powerful extension of the business narrative in Pakistan.
I have been recommending new business leaders, marketing heads, and CEOs who are looking to understand the evolving consumer landscape or shape their brand’s future to read Aurora’s current and previous issues. It had been the go-to space I recommend for those aiming to expand with insight, relevance and strategic clarity. Will really, really miss it.“
RAEDA LATIF
“My heart ached!
Uzma Khateeb Nawaz and I were part of the team that launched Aurora under Mariam’s leadership. After Masood Hamid, she was my other boss at DAWN, and much of what I’ve learnt comes from her. Aurora was also the very first publication I ever wrote for, a cover story on the biscuit industry of Pakistan, and later, waiting to see your initiatives being covered, was purely sense of pride.
Aurora is (not was) a true marketing and advertising magazine, not a PR publication. One thing I second is the quality of content that Mariam consistently maintained.
A huge round of applause for Mariam Ali Baig and the Dawn Media Group for job well done, and I hope the legacy continues.
QAMAR ABBAS
“An unbiased magazine, not tilted towards any client or agency, it provided facts and figures on Adex where editorial integrity was its main currency. The magazine featured informative articles on brands, campaigns, and more—without relying on tools like ChatGPT. I am certain that the reason for its closure must have been financial. I am also sure the magazine must have sent out an SOS call to agencies and clients for advertising support. Sadly, we lost a truly informative publication.”
AZFAR NIZAMI
Privileged to be a part of this journey, on both sides of the table, and moreover, to be profiled (Jan 2020) by this great professional publication; and also to have contributed in a small way, on the panel of its distinguished writers and opinion formers. Thank you Mariam for the opportunity and your stellar role in the success and impact of AURORA in Pakistan’s communications space.
MENIN RODRIGUES
Indeed Aurora has made an amazing contribution to the communications, advertising and marketing space in the country! Kudos to Mariam Ali Baig, Menin Rodrigues and so many others! You guys are brilliant and may you all continue to thrive and grow!
ZOUHAIR ABDUL KHALIQ
“Aurora’s last ever issue announcement took me by surprise.
For as long as I can remember, this was the premier magazine that gave you an inside lens to the marketing and advertising industry and was the be-all and end-all of all things marketing in Pakistan.
To get your campaign featured or just listed in the quarterly campaign watch was a thrill, let alone getting your articles published in it.
My first memory is probably the purple book, which provided adex stats along with so much more data in a world without Google and ChatGPT.
Shout out to Mariam Ali Baig for maintaining the high standards on content and to everyone else associated with this groundbreaking and truly representative publication. Sad to see it leave the print world.
What’s your best Aurora memory?“
SHEIKH ADIL HUSSAIN
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