BrunchQ, the quarterly brand extension of the Hindustan\ Times’ lifestyle supplement Brunch, has undergone a rebranding exercise to sharpen its focus. The quarterly, with a cover price of Rs 100, was launched in 2011 and this is the first time it has undergone a revamp.
Speaking to exchange4media, Rajan Bhalla, Head - Corporate Marketing & Magazines, HT Media Ltd, said, “BrunchQ seeks to help readers in their ‘Quest for the Good Life’ with content that ‘informs, enables and entertains’.”
New, improved BrunchQ
The revamped magazine comes in a slim, longer format with better paper and production quality. Each issue is created around a special theme. “The positioning we took up is – it’s all about the ‘good life’. We wanted to do something substantial for our intelligent readers,” Bhalla said. He admitted that initially they had to struggle to convince readers that Brunch Quarterly was not just a repackaged version of the Brunch Weekly, but actually offered all-new content. He added that BrunchQ fills a gap in the lifestyle media space as it offers SEC A & A+ readers and is most popular among the 25–45 year age bracket.
“We wanted to give our readers a sharper, wittier and more exciting experience. We have improved the design and added new content, complemented with international print quality,” Bhalla said.
Focus on B2B segment
BrunchQ has a great deal of focus on the B2B segment to make it a vehicle of choice for advertisers. The promotions are across media – print, POP, digital, and social media too. BrunchQ will be heavily promoted in HT Media Group properties like Hindustan Times, Fever FM and Mint. Approximately 1.25 lakh copies of BrunchQ will be circulated on newsstands each quarter across the country.
Bhalla claimed that BrunchQ is a great platform for advertisers as it reaches 1.3 million households and 31.53 lakh readers (IRS Q1, 2012 AIR data). “One of the reasons why we attract high quality of advertisers is the reach. This brand platform has ‘power’ in its intrinsic platform catering to four spaces: a) entertainment, including music, b) fashion, movies, health, c) food, travel, liquor, and d) technology,” he said. The range today covers fashion, beauty, hotels and a new trend has been the participation of telecom brands.
BrunchQ is firmly entrenched in the lifestyle space, said Poonam Saxena, Editor, Brunch. “We’re definitely aspirational, not alienating,” she further said, adding, “It’s a good life not in the narrow sense; it has everything that makes you aware, empowered. BrunchQ is rebranded to make it more fun, vibrant, a more rewarding experience.”
“We are planning to continue this new format in the following issues with a wide variety of interesting and engaging content making each issue of BrunchQ a collector’s special,” Saxena concluded.