In yet another move to garner a larger share of the readership market, Bennett Coleman and Co Ltd, publishers of Femina have launched Femina Girl. An add on magazine with the regular Femina, Femina Girl is targeted at the teenager from the ages of 12 to 19, who might read the Femina that is brought to her home by her mother but might not find anything of that much relevance to her within it. exchange4media on Dec 11 had first reported the plans of Bennett & Coleman to launch Femina Girl. The advertising campaign for this new magazine, being done by Enterprise Nexus, is slated to break within the next 10 days or so. The releases will be primarily in-house, in all Times Group dailies apart from an outdoor campaign, with strategic hoardings across Mumbai to start with.
The 1st issue of the 48-page magazine is already on the stands. According to a source, research showed that the teenage girl didn’t find the Femina magazine interesting or relevant to her needs and concerns. Femina was being perceived as a magazine that is read primarily by the 25-44 year old segment of female readers. It was to address this need that the group decided to launch this magazine.
In recent times, the Times group has launched IAGT (It’s a Guy Thing), which is a men’s magazine, designed to combat the well produced Mansworld and fill the niche left by Gentleman. But the magazine hasn’t made any dent in the market, either content wise or through its look and presentation. According to media watchers, it still remains to be seen whether IAGT can deliver on numbers. Femina Girl on the other hand, comes as add on to the regular Femina magazine at the same cover price of Rs 30. Plus, the magazine is also available separately on the stands at a cover price of Rs 15. “The smartest move has been to make this new magazine piggyback on the old established player in the market,” says a media planner. “It would help drive acceptance of the new product. Plus it would also attract the younger generation who are non Femina readers.”
Statistically the 15-19 age group readers comprises 20 per cent of the Femina readership. Femina has a total readership of 19,48,000, which makes the segment that Femina Girl targets around 3,59,000. The magazine is being distributed in the top eight metros initially. This is because the mindset in other Class A towns are quite different from that of those teens in the top eight metros. According to the source, catering to these towns would need a completely different editorial slant.
Right now, though, the print run of the new magazine is 30,000. The first issue itself has ads from Lux, Nivea, Keune, Indo Cosmesi and Amity Business School to name a few. So finally looks like the Femina Girl has arrived!