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Delhi Press in revamp mode; beefs up magazine bouquet

12-March-2013
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Delhi Press in revamp mode; beefs up magazine bouquet

Delhi Press has dedicated this year for rebranding and promoting all its publications via various media platforms, a series of on-ground activities and revamping some its prominent offerings, including ‘Saras Salil’, ‘Champak’, ‘Grihshobha’, ‘Caravan’, and ‘Sarita’.

In order to promote ‘Caravan’ magazine among its niche audience, Delhi Press has embarked on an initiative titled ‘Caravan Quarters’ in three cities – Delhi, Bangalore and Mumbai. The idea is to engage people in bookstores and cafés as these places are part of the daily life of readers, artists, poets and writers. 150 cafes and bookstores in the three metros will be shortlisted through a process of reader/consumer voting and jury evaluation, and ‘Caravan’ will identify the most vibrant cafés and bookstores from within this list as Caravan Quarters.

Speaking to exchange4media, Anant Nath, Director, Delhi Press said, “The objective behind this exercise is that change is fundamental and demand of the times. Every medium evolves after some time. It is natural that we innovate and create something new, hence, our media also needs to be updated. It will also help us to reach out with our readers and interact with them.”

He further said, “We get some leverage with these activities, which also give us a chance to know our readers better as well as build in-depth relationships with readers and advertisers.”

In a move to consolidate its present in the kids genre, Delhi Press’ signature activity, ‘Champak Creative Child Contest’, is being undertaken across 38 cities involving 600 schools and targeting 1 lakh children to explore their writing and drawing abilities. The organsiation has roped in Pepsodent and Avon Cycles as sponsors for this initiative.

Meanwhile, kids’ magazine ‘Champak’ has got a new avatar, with the entire animal characters redesigned, giving the magazine a new look. Moreover, feedback column and interactive columns have been spruced up to build a stronger relationship with the readers. “The idea is to play around the three pillars – skills, knowledge and talent – of students,” Nath explained.

The second oldest magazine in Delhi Press’ bouquet, ‘Sarita’, which has crossed five decades of publishing, will now come out in a new format. The magazine has moved away from the earlier digest size to A4 size. Plans are afoot to unveil the magazine’s website soon to get maximum reach in the Hindi heartland, including Tier II and III cities.

Meanwhile, Grihshobha will be further fortified amongst the middle class and upper middle class group. For this, the group is introducing a ‘Grihshobha Club’, which will serve as a platform where readers can get together and take part in different activities. Nath asserted, “We are very sure what Grihshobha is and what it is not.”

Delhi Press has also tied up with American publishing group Highlights to launch two new English magazines – ‘Highlights Genies’ and ‘Highlights Champs’ – for the 2-12 age group. The magazines are scheduled to be launched around April 2013 with a print run of 25,000 each. Both the magazines will have a cover price of Rs 40.

On tying up with Highlights, Nath said, “They are very big publishers in America. When they showed interest in foraying into India, we took the opportunity to tie up with them. This will help us bridge the gap that exists in publications for the younger age group and will complement our offerings in the kids genre.”

The promotional campaign has been done in-house and will be carried out across the group’s publications simultaneously, along with some outdoor activities.

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