IIPM Publication has lined up aggressive marketing from February for its five journals, namely, India Economic Review, 4Ps, The Human Factor, Need the Dough? and Strategic Innovations. The advertising for the journals, starting this January-end, will be done through premium magazines, newspapers and tie-ups with websites.
4Ps, the marketing journal, has been in circulation since May 2004, while the other four journals have been in circulation from August 2004. 4Ps is a bimonthly, while the other four journals are quarterly. The journals are targeted at a very niche category with four of them priced at Rs. 250 and Strategic Innovations, the case study journal, priced at Rs. 450.
Abhimanyu Ghosh, Business Head & Editorial Director, IIPM Publications, said, “Ideal purpose is to give the Indian market absolutely high quality, international standard journals. The benchmarking standards for the journals is Harvard Business Review and we are India’s challenge to it.”
The journals are looking at a very “concentrated circulation”, not looking to go beyond 25,000. They are targeted at a premium market, like corporates, business leaders, business school libraries, MBA students and aspirants. They will be available at premium bookstalls by March.
Ghosh said the journals are not news driven. “It was never in our agenda to make it a business division but looking at the response from the industry, the plans have changed. We plan to take it them to the market and sell, but with an intellectual platform and positioning.”