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Conde Nast India plans systematic synergy between print and digital

02-June-2010
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Conde Nast India plans systematic synergy between print and digital

After announcing its entry in the digital market, Conde Nast India is upbeat about its plans to take its magazines – Vogue and GQ – online as the launch date for the fashion portal draws closer.

In an email conversation with exchange4media, Maya Hari, Director - Digital, Conde Nast India, said, “Currently, our launch plans include digital portal for Vogue, Internet and mobile properties for GQ, and finally, a premium online travel and destinations portal in conjunction with the launch of Condé Nast Traveller magazine, which is due in the month of October this year.”

Condé Nast Digital globally produces 26 award winning sites such as NewYorker.com, VanityFair.com, Glamour.com, Epicurious.com, Style.com, Wired.com, and Reddit. On being asked if they were a late entrant in the Indian digital market, Hari replied, “Internationally, several Condé Nast subsidiaries in different markets have had an established digital presence. Ours being a premium media offering, we believe that the time is right for us to step into the Indian market. Indicators such as economic growth, growth in the Indian Internet population, growth of premium retail and luxury offerings as well as burgeoning of lifestyle ecommerce are among some of the factors that led us to believe that the timing is right for us now.”

The TG segment has been outlined from young to middle-aged online users. Hari added, “Our target audience is the premium Internet or mobile user in the age group of 18-40, who is interested in or aspires to a premium lifestyle.”

On the kind of uniqueness in the content as compared to other fashion and lifestyle portals, Hari said, “There is a huge void in Indian sites of note that cater to a premium and luxury audience. The content will cater to such an audience while staying true to what users expect to see on the digital medium.”

She also believed the online space would be leverage for advertisers as well and added, “This will also provide for advertisers looking to reach premium audiences.”

Since digital came into existence after print, the trends suggest that there always has been some kind of synergy when print was taken to the online spaces. So, does Conde Nast India have similar plans? To this, Hari answered, “While the digital property will have their own standalone editorial teams, there will be a synergy in the themes and content in a certain month in the magazine and online. Beyond that, we believe the magazine and the site will complement each other to give users an extension of their reading experience online.”

Some online portals also have an e-version of their print property. When asked if Conde Nast India would strategise on similar lines or whether the deliverability to their segment would be planned differently, Hari informed, “While this is not currently planned, we are evaluating several options in the digital space constantly.”

Condé Nast India will create online experiences with cutting-edge web publishing services and innovative mobile solutions, building on the success of its magazines, Vogue and GQ. The website will premiere on June 5, 2010.

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