After going fortnightly with its January 9, 2008 issue, Filmfare now plans to change its content offering as well. The film magazine from Worldwide Media plans to be more newsy and offer more inside view of the glamour and emotions of film stars. With the rollout of the February 2008 issue, Filmfare will see its first German edition as part of its plan to spread readership across international markets. Moreover, the company has also launched ‘Filmfare on the go’, the first mobile magazine in India that can be downloaded via SMS.
Commenting on the rationale behind going fortnightly, Harjeet Chhabra, General Manager-Marketing, Worldwide Media, said, “There is enough content being created and consumed around the Indian film industry today in all possible media formats. Filmfare has been around for 54 years now, and with the relations that the brand and its people have built with film stars, it has access to lot of breaking stories, inside news, new movies and interesting facts. But the monthly format of the magazine did not allow us to be newsy and share it all with the readers. Filmfare fortnightly intends to take the readers closer to the stars and offer more inside view of the glamour and emotions of film stars.”
Prior to finalising this decision, the publishing company conducted a research that indicated demand for such a fortnightly product. Further more, officials from the magazine said that such a move would only attract more advertisers since they would now be able to talk to their target audiences more regularly.
“This is a great media option for all advertisers that use the television medium, since it allows them to reinforce their brand message to an attractive reader base of 2 million at a marginal incremental investment. The returns will be there to see as research has time and again proved that Filmfare is engaging and is a stress-free read,” Chhabra added.
On the content side, the magazine would now become more relevant, interactive and newsier for its readers than before. Chhabra said that the response till now had been overwhelming, and added that the company might also consider the option of going weekly, if required.
70 per cent of the magazine’s readers are in the 15-35 age group, and keeping in mind this young target audience, Filmfare has come up with a Generation Next section called the ‘Big Ticket’ that will feature stars on topics like travel, food, money, books, music, beauty and health. There will also be a new section on movie reviews.
Officials informed that in 2007, the magazine’s circulation grew by 15 per cent. In its plans for 2008 and beyond, Filmfare wants to take Indian Cinema closer to international audience.