The Rs 40 crore Gujarati media house, Chitralekha Group, is launching a 16-page supplement for women called Priyadarshini. The supplement will be offered free with the weekly Gujarati magazine Chitralekha. Priyadarshini is being positioned on a “trenditional” platform, offering the reader a blend of trendy and traditional features.
The price of Chitralekha will be increased to Rs 12 from September 1. In 1998, the group started a two-page feature section in Chitralekha for women-branded Priyadarshini. It was well received and there was a demand for more such stuff. Therefore the group decided to launch it separately. Depending on the success of the new product the group may think of circulating it independently, said the company’s associate publisher and editor, Bharat Kapadia.
Priyadarshini is being positioned on a “trenditional” platform, offering the reader a blend of trendy and traditional features. According to Kapadia, Priyadarshini will become the leading women’s magazine in Gujarati from the day of its launch as it will be distributed free with Chitralekha which boasts of a circulation of close to 2 lakh 70,000 copies.
The teaser advertisements have already started to show in Chitralekha. Print ads in Gujarati dailies will be followed by television advertising on the regional channels.