Delhi Press has 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 on stand from April 1 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, Anant Nath, Director, Delhi Press 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 ad-edit ratio of the magazine is 20:80 for the coming six-month period, and the American and Indian content will be in the ratio of 75:25.
Highlights magazine for ages 6-12 years is the most-read children’s publication in the US. Dedicated to helping children become their “best selves,” the magazine is filled with fiction and nonfiction stories, science experiments, crafts, recipes, jokes and more. It also devotes many pages to publishing letters, artwork and other submissions from the kids who read it. Highlights is published by Highlights for Children, Inc., the leading children’s magazines publisher in the United States.
The group has planned various promotional campaigns to create buzz around the metros and different cities. Initiating with outdoor campaigns in major metros the group has planned ad campaigns in the 32 magazines of Delhi Press with a stronger emphasis on our women's magazines in order to target the parents, and existing children's magazine, Champak.
The group has also planned for on ground activities at food joints such as McDonalds and radio campaigns on Big FM.