Jasubhai Digital Media (JDM), the technology media company, has discontinued its association with Vogel-Verlag of Germany. As a result, Chip, India’s largest selling technology magazine, published by JDM under license from Vogel-Verlag will be discontinued. Digit, JDM’s own brand to replace Chip will be launched effective June 2001. JDM also plans to start Smart Computing, a comprehensive computer magazine to be published in Hindi. Chip Hindi, started by the company especially for the vast rural population will also cease to be published.
Both Digit and Smart Computing have already been registered with the Registrar of Newspapers (RNI) and will be available from June 2001 onwards. With print runs of 120,000 for Digit and 35,000 for Smart Computing, the magazines will ‘start at the top of the ladder’, as India’s largest English and Hindi computing publications.
Brand building for these products will primarily comprise of reaching out and informing the reader. The company plans mainstream media campaigns in major business publications and 50,000 direct mailers once every week for six weeks and outdoor advertising.