‘Hans’, a Hindi literary monthly magazine, is celebrating its Silver Jubilee with an exclusive edition. The special edition has been priced at Rs 40, as against the regular price of Rs 25. ‘Hans’ features special stories by prominent Hindi writers.
Speaking to exchange4media, Rajendra Yadav, Editor, ‘Hans’, said, “This magazine is not a business, but a commitment for me. ‘Hans’ is a magazine for those readers who are fond of creative Hindi literary writing. This magazine raises burning issues as well as gives readers interesting stories of various prominent writers.”
Speaking on the magazine business, Yadav noted, “No magazine can survive on circulation figures alone. For advertisements, one needs to have top class relation with the advertisers. ‘Hans’ magazine is being run with a four-member staff and there is no sales team. The biggest benefit of being a literary magazine is that the literary prestige ensures preservation and a repeat value for advertisement, which is absent elsewhere.”
He further said, “Magazine is a business of big publishing houses these days. They work only for money and not for commitment. ‘Hans’ is not profitable, but we have to survive for our committed readers.”
“Our TG has always been intellectuals, who sometimes travel miles to get a copy of ‘Hans’. We organise annual debates, where dignitaries from various walks of life come under one roof to participate in the debate on important issues,” he added.
Yadav believed that ‘Hans’ could still venture into many markets where it was not yet present, but was hampered by lack of resources. He commented, “There are still untapped areas in the Hindi heartland, but since we don’t have the resources, we have not been able to enter those markets.”
‘Hans’ was re-launched with 5,000 copies in 1976 at a cover price of Rs 5. Prior to this, ‘Hans’ began publication in 1930 under the editorship of the doyen of Hindi literature Munshi Prem Chand. Mahatma Gandhi and KM Munshi, too, were associated with ‘Hans’ to provide an impetus to creative writing. The magazine is currently published under Akshar Prakashan.