Hindi fortnightly ‘Sarita’, the flagship magazine from Delhi Press Group, is set to hit newsstands in a new avatar from January 2011 onwards. In a bid to attract young readers and advertisers, the magazine is undergoing a design change and has adopted a new tagline: ‘Har Pal Yuva’. Meanwhile, the Group has appointed Triton to handle its ad campaigns. While the periodicity and cover price of the magazine remains unchanged, there will be slight change in its editorial.
Speaking on this development, Anant Nath, Director, Delhi Press Group, said, “‘Sarita’ is a magazine which has seen growth in readership over a period of time and has been able to engage young, both male and female, intellectually evolved readers. We decided to make it more attractive as more readers and advertisers can be engaged with it.”
When asked whether the exercise was an attempt to reposition the magazine, Nath replied, “Most of the advertisers think that ‘Sarita’ is a women-centric magazine, however, this is not true. We carry content for both male and female readers in the 20-35 age group. ‘Sarita’ is more of socio-political magazine, which gives opinions. This is an attempt to correct the misconception of the advertisers.”
‘Sarita’ was launched by the Delhi Press Group way back in 1945. The magazine is currently priced at Rs 25. Over the last almost six decades, the magazine has been covering a distinctive mix of articles on politics, social issues, business, fiction and humour.