Media conglomerate Delhi Press launched ‘Farm ‘n’ Food’, its first national weekly magazine in Hindi, on July 1. The magazine is targeted at people associated with agriculture and allied activities. ‘Farm ‘n’ Food’ joins Delhi Press’ bouquet of 26 magazines in nine languages, including Grihshobha, Sarita, Mukta, Saras Salil, Women’s Era, Alive and Champak.
The 48-page magazine is priced at Rs 15 and would have an initial print run of 35,000 copies. ‘Farm ‘n’ Food’ would talk about a vast range of topics from seeds to crops to post-harvest technology in a simple and easy to understand language while providing useful insights into farm machineries and marketing techniques.
Paresh Nath, Editor, Delhi Press, said, “Agriculture in India is growing exponentially and notable improvement in crop productivity and food production has been achieved in recent times. However, it is important to reach out to farmers and agro-based industries, both small and large, to educate and empower them on the modern techniques and their useful implications.”
‘Farm ‘n’ Food’ would also carry features on contemporary issues, success stories, panorama, market analysis, technology tips and global trends in the agricultural sector.
Commenting on the marketing strategy Anant Nath, Director, Delhi Press, said, “The magazine’s launch will focus heavily on extensive newsstand promotion in rural and semi-urban India. The first four issues of ‘Farm ‘n’ Food’ would be given complimentary with Saras Salil in the targeted geographical regions of Uttar Pradesh and Bihar. Of the 35,000 copies being printed initially, around 30,000 would be offered free of cost in different regions of Uttar Pradesh and Bihar for the first few issues.”
“August onwards, we will offer two options – firstly, the magazine would be offered, and secondly, it would be offered at a package rate along with Saras Salil. At the newsstand and vendor levels, there would be intensive point of purchase marketing with banners, danglers and other collaterals,” Nath added.
As to why an English name for a magazine in Hindi, and that too aimed at the farming community, Nath explained, “Though the magazine is in Hindi we have given it an English name because we will soon be launching the magazine in English and other regional languages. So, to keep the name recognisable across languages, we have chosen to name it ‘Farm ‘n’ Food’.”
“Since the magazine is essentially targeted at upwardly mobile farmers and persons associated with allied activities, we will be undertaking marketing tie-ups with a lot of trade fairs in this sector. Our first tie-up is with Sugar Asia 2008, which is being organised at Pragati Maidan in Delhi from July 25 to 27. Through these tie-ups, our endeavour would be to establish ‘Farm ‘n’ Food’ as the trade magazine for this sector,” Nath further said.