Paradise Publishing has launched ‘Paradise’, a glossy lifestyle magazine for Gurgaon and South Delhi regions of the NCR. The monthly magazine, priced at Rs 30, is targeted at educated housewives, working couples, parents and retailers (of the two regions). Paradise, covers issues like parenting, wellness, leisure, grooming and food reviews. The magazine also provides information on a showroom or a new restaurant in the vicinity, besides talking about new products and addressing social issues.
Pushpa Mall, Associate Publisher, Paradise, while commenting on the need for such a magazine specifically catering to Gurgaon and South Delhi, said, “Gurgaon has around nine newspapers published from and around the region. There was no magazine that provided quality reading for an ever growing market. South Delhi and Gurgaon share the same demographic and psychographic profile of residents. Their lifestyle, spending power, disposable income and mindset are similar. The target group is exactly the same. The Mehrauli stretch connects both these regions seamlessly in terms of showrooms, lifestyle stores and designers’ boutiques with a common clientele.”
As far as marketing strategies are concerned, Mall, said, “We have a tie-up with Om Book Store to stock our magazines at all their outlets and display our posters for awareness. Besides, our television commercial will be aired on Zoom, MTV and all the cable networks in this area.”
An initial print run of 12,000 copies of the magazine has been planned. And Mall is quite upbeat about taking the circulation to 25,000 copies by the third issue. Mall, who has earlier worked with Modi Films and SS Music, plans to come out with more titles for the rest of Delhi as well as getting into other cities, with South Mumbai being the immediate focus.