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‘The Man’ repositions itself as a luxury magazine

04-October-2010
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‘The Man’ repositions itself as a luxury magazine

‘The Man’ is repositioning itself as a high-end luxury magazine from its October issue. However, the cover price remains unchanged at Rs 100. The issue deatures actress Soha Ali Khan on the cover, who speaks about royalty and class. Part of the Malayala Manorama Group, ‘The Man’ will cover the latest trends in fashion, style and be a magazine for the discerning male.

Speaking about the repositioning, Riyad Mathew, Senior Assistant Editor and Chief General Manager, Malayala Manorama Group, said, “The effort is mainly to change the perception – that this is another run-of-the-mill men’s magazine that thrives on scantily-clad women and some gizmo funda, as is the norm. Our editorial direction is based on regular feedback from the market and constant innovation, and the effort is to give maximum value to both readers as well as advertisers. In niche publications, specialisation that caters to the ever-changing requirements of the reader, as well as clients, is the key. If you notice, ‘The Man’ gets a lot of advertisements that are in the FMCG and mass-market segments. The magazine has been fearless in trying various innovations too. But eventually, there will come a time when these advertisers will also want a sharper target segment and will start tuning and positioning ads aimed at specific categories. Of all the niche categories, luxury clients are some of the highest spenders. In a lot of ways, this effort to move towards premium lifestyle advertisers is a move that will pre-empt a market trend that is likely to happen sooner, rather than later.”

Thanks to the parent company’s already widespread network, ‘The Man’ has a well developed marketing and distribution network across India and the Gulf region. The essence will be to make the optimum use of this network. The magazine aims to focus on moving towards a marketing-driven approach, where the expectation from the new luxury positioning would be to yield dividends from premium advertisers through advertisements and innovations.

When asked how the magazine will now seek to lure advertisers, Mathew replied, “Focusing on the niche luxury market as our core area will help us deliver better value to clients operating in the high-end luxury lifestyle and fashion area, I feel. With our unique presence through automatic vending machines at all airports in India (something no other luxury magazine has), our tie-ups for distribution through five star hotels, credit card companies and high-end clubs, ‘The Man’ will be uniquely positioned to reach the high net-worth individuals (HNI) that these advertisers are trying to target.”

The repositioning is evident in the new masthead, the new look, layout, printing, and a sharper approach to premium lifestyle in the choice of articles and photos. Sections and items have been compartmentalised and paginated to give a distinct flow that is reader-friendly. There will also be an advertising campaign that will lead from a soft launch this month to a big-ticket campaign in December. Efforts are also been made to make the presence of ‘The Man’ felt in the online space (www.theman.in) as well.

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