The Rs 1,300 crore magazine market in India that saw the entry of niche players in the past one year has yet another foreign entry — this time in the parenting space.
Entering into licensing pact with Media Transasia; launching in April
MUMBAI: The Rs 1,300 crore magazine market in India that saw the entry of niche players like Rolling Stone, FHM, Maxim and Vogue in the past one year has yet another foreign entry — this time in the parenting space.
US-based Meredith Corp, which has over 26 subscription-based family-centric magazines in the US, has entered into a licensing and publishing arrangement with Media Transasia to launch Child.
Aimed at parents and priced at Rs 100, Child is slated to hit news stands in April will have an initial print run of 1 lakh copies. The Delhi-based magazine adds to Media Transasia’s existing publishing bouquet that includes niche magazines like Maxim, Travel+Leisure, Better Homes and Gardens, Indian Design and Interiors among others.
This is Child’s first international edition outside the US.
Rich Berenson, MD of Meredith 360, the integrated marketing solutions arm of Meredith Corporation, says, “The US approach to parenting and that of parents in modern India is more or less similar. Both have an age-old tradition and culture of strong upbringing of children. That, apart from India being a high growth market, is why we’re bringing Child to India.”
Vatsala Kaul Banerjee has been appointed editor for the Indian edition. Berenson says that 20% of the editorial team will be an advisory board comprising paediatrics, nutritionists, health behaviour experts and counsellors who will shape the editorial content and guide it for the Indian market.
“About 60% of the content will be originally generated from our editorial team here. The rest of it will be draw upon our editorial wealth in the US.”
The parenting genre of editorial content holds opportunity in India, with scarce players in the same category and availability of advertisers riding on a booming market for kids and consumer products. For marketing the magazine, apart from on-ground activation and school contact programmes Meredith has planned a cover-hunt contest.
This is similar to Child’’s existing promotional model in the US and wherein it runs an offer where upon booking a year’s subscription, parents stand a chance to see their kid on the cover of the magazine.
“This model has been extremely successful in the US, for driving subscriptions. We’ll follow a similar pattern in India and in our first year 5 children will make it to the cover page,” said Berenson.
c_arcopol@dnaindia.net
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