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Explore Media goes niche with magazine on adventure tourism

21-May-2012
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Explore Media goes niche with magazine on adventure tourism

Explore Media has launched a new magazine ‘Explore’ that targets the adventure tourism markets in the Indian sub-continent comprising India, Nepal, Sri Lanka, Bhutan and Pakistan, and international markets such as Africa, Australia and New Zealand.

The bi-monthly magazine, which hit newsstands on May 17, is priced at Rs 100.

 

Speaking to exchange4media, Gaurav Schimar, Editor, Explore said, “The magazine is the sub-continent’s first adventure travel magazine. It is a niche and premium publication. It caters to a specific need, which is adventure sport and exploring the great outdoors. It is in sync with what most urban readers want.”

“Our target advertiser is a big universe of travel and non-travel companies such as SUV manufacturers, tyre manufacturers, lifestyle brands, apparel brands, mobile phones, etc. along with state and international tourism boards,” he further added.

For the launch issue, ‘Explore’ magazine already has on board advertisers such as J&K Tourism, Australia Tourism, Thai Airways, Ducati, Nokia, Canon, Honda, Da Milano, Ford, KFC and LG, besides hotels such as Hilton and tour companies.

Commenting on the TG, Schimar said that the reader would be a person who looks at adventure and exploration of new and uncommon destinations. “Our core readership comprises readers who are in their late 20s to mid 50s. They are outdoor people, mature, educated, well placed and well heeled, residing in metros and mini metros. Since exploration and adventure sport are expensive hobbies, we expect to tap into the A++ right up to B+ segment as well as the growing aspirations that exist in the upper middle class of India,” he shared.

The magazine is divided into regular and feature sections, with a major thrust on adventure travel in India. A mere 10 per cent of the features will cover foreign destinations.

On the distribution and availability of the magazine, Schimar said, “We have a distributor in place, but we are not dependent on just that. We are taking care of 50 per cent of the distribution in-house, plus we already have a big subscriber base via our online portal.”

In India, the magazine is available across 16 major cities, 10 adventure hubs, and eight major airports.

‘Explore’ is already present on Facebook and will soon be launching its iPhone, iPad and Android versions.

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