HT Brunch is all set to come out in a new avatar, a quarterly magazine. The first issue of this magazine is expected to hit newsstands by the middle or third week of December 2010. The magazine will be priced at Rs 100. Meanwhile, Brunch will continue to be available as a weekend supplementary with Hindustan Times.
The quarterly Brunch magazine will capture the moods of all the seasons – winter, spring, summer, monsoon and autumn – in different volumes.
Speaking on this development to exchange4media, Diptakirti Chaudhuri, AVP, Marketing, HT Media Ltd, said, “The Brunch Quarterly is about living well, living sexy, living smart, but above all, about living a little more. The Brunch Quarterly is for the extrovert who keeps updated by spending time, money and efforts in order to be socially confident and witty.”
The quarterly magazine would have 144-plus pages. The magazine would be sold across over 60 cities at the newsstands unlike the weekly Brunch, which is circulated free along with Hindustan Times in the cities of Delhi, Chandigarh, Mumbai, Pune, Kolkata, and also circulated along with Mint in the cities of Bangalore and Chennai.
He further said, “Brunch Quarterly is a family lifestyle magazine meant for 30-plus Indians, who have a distinguished and well thought out style and taste in music, food, interiors and books, and do not ape trends blindly but adapt them to their lifestyle. The treatment given to subjects would be in more detail than the weekly Brunch.”
The Hindustan Times has a separate dedicated team for this magazine. The group has formed a magazine division headed by Raju Sarin. The national ad-sales is looked after by Suresh Tripathi.
When asked whether the HT group felt that Brunch could have a market of its own and could be sold independently as a magazine, Chaudhuri replied, “It would be the only magazine of its kind that is relevant to both men and woman, unlike the present gender-specific magazines in the market. It is the only general interest magazine that would cater to both women and men, indeed the entire family. (It is not a women’s magazine/ men’s magazine/ film magazine/ fashion magazine). It would offer a complete reading/ leisure experience and is a magazine with an enormous shelf life.”
Brunch Quarterly would be distributed in top 60 towns with focus on hotel bookshops, airport bookshops and other high-end stores. The magazine would be promoted through various in-house mediums of the Hindustan Times group.