Au Revoir Aurora (Not Adieu)

In September-October 2024,the cover story of Aurorafocused on climate change.It was a “wake-up call” notonly for those in the business ofcreating and promoting brandsbut also for society. I use this justas an example to demonstratehow Aurora developed to includecoverage of current relevant issueswithout deviating from its identityas a voice for the advertising andmarketing industries.

While Pakistan’s adindustry has rapidly grownover the post-independencedecades, despite the recentfragmentation of the agencybusiness, there had beenno professional publicationcovering advertising andmarketing before the launchof Aurora in 1998. This wasa surprising failure by anindustry rooted in the businessof communications and whichhad established associationsto protect its interests. The fewpublications launched appearedto tilt towards public relationsrather than adequately coveringthe advertising profession.

Aurora soon became thehandy reference for manyaspects of information andinsights related to advertisingand the media. Its annualissue, in particular, averitable tome on the stateof the business, wouldcomprehensively cover theyear gone by and the trendsin store. The issue alwaysincluded voices from agenciesas well as meticulouslycompiled data on the mediapresence of brands and theirspending. As a writer anda reader, with an enduringinterest in all aspects of themedia, I keenly looked forwardto the arrival of my copy. Iconfess to perhaps neverhaving read it cover to cover,but the wide range of mediarelated topics it covered mademe hang on to my copy for along time before sharing it
with colleagues.

Advertising is a dynamicbusiness, always in motion –never static. I recall severalissues of Aurora that providedtimely and comprehensivecoverage of incoming trends inadvertising, whether it was thespread of digital media or theattitudes towards the use of AIin advertising. My article for the2024 annual issue expressed acontrarian view of the enthusiasticembrace of AI by advertisingpractitioners. However, Aurorapublished it maintaining itseditorial position on presenting adiversity of opinions.

The following excerpt fromthe editor’s note in the annualissue reflects the vision thatAurora had for issues likely toconfront our future, includingthe incoming generations:“Climate change and AIwill likely be the two mostimportant topics humankindwill have to address for theforeseeable future. Bothare set to pose formidablechallenges, particularlyfor today’s young and theirsuccessor generations.”

Initially launched as anadvertising and marketingperiodical, the evolution ofAurora over the years broughtmany pleasant surprises.While continuing to coverthe advertising industry indepth, it enlarged its editorialscope to include book reviewsand interviews with writers,artists, musicians and othersrepresenting the nonadvertising world of creativity.Politics apart, Aurora partiallyfilled the vacuum left by theclosure of Pakistan’s leadingnews magazines, the Herald andNewsline, delving into culturaland literary coverage. I canrecall several interviews thatwere particularly perceptiveand informative; of writerand literary critic, MuneezaShamsie, gallery-owner andcurator, Noorjehan Bilgrami,and filmmaker SharmeenObaid-Chinoy, to name a few.

Apart from advertising,Aurora’s in-depth interviewsfocused on many sectors of theeconomy – from agriculture toeducation, and from bankingto small home businesses andstart-ups, always adding to thereaders’ knowledge.

Aurora’s distinctive designtemplate and graphics alsocontributed to its appeal. Itsvisual identity and the signaturemasthead in lavender weredeveloped by Creative Unit.

The size and format of themagazine gave ample spaceand opportunities for designersto display bold graphics. Thekey elements of the look andfeel of the magazine wereretained when the designresponsibilities were shifted toanother company.

I was possibly among theearliest contributors to Auroraand, it seems, among its last.I always found it pleasurablewriting for the magazine and Irarely turned down a requestfor a contribution as bothMariam Ali Baig and Mamun M.Adil seemed to have a sense ofwhat to assign me. My articlesranged from commentingon trends in advertising tocapturing the best of the past,apart from (sadly) writingobituaries of prominentjournalists and advertisingprofessionals. Among themwere Saleem Asmi, ImranAslam, Talat Aslam, MurtazaRazvi and Imran Mir. Theyhappened to be good friends ofmine and I appreciated Aurorahonouring their memories.

I am not sure if there wasgreater indulgence towardsme as a contributor butthe leeway given to me inthe choice of subjects andopinions expressed made thewriting experience delightful.Apart from the occasionalcontribution, I had the privilegeof having been featured a fewtimes in Aurora. My favouritewas an article I was assignedon a day in my life at Spectrum.Not a habitual collector of myown writings, Barefoot in thePark, published with a ratherflattering illustrated depiction,is among the few I have clippedout and kept.

Aurora, in my opinion,made a head start with twodistinct advantages. Firstly, asa publication of DawnMedia,it entered the market with agreat degree of credibility.Secondly – and moreimportantly – the appointmentof Mariam Ali Baig as editorensured professionalism andhigh standards of content withattention to detail. Mariam andher team also discovered newwriters and groomed many morefrom ad agencies, includingseveral from Spectrum.

I say “au revoir” and not“adieu” because there is hopethat Aurora will return. Perhapsnot in print form but digitally.Its heritage and contributionto the advertising industry areimmense and need continuityand preservation. PerhapsDawnMedia has plans for itsfuture. It is certainly worthwaiting for the next issueof Aurora.

Zohra Yusuf is Chief Creative Officer,Spectrum Communications.