The Malayala Manorama group plans to launch a 200-page glossy men’s magazine in English titled ‘Man’ in November. It will be priced at Rs 100. The group is also gearing up to launch an auto magazine in Malayalam titled ‘Fast Track’ in the near future. Said Verghese Chandy, General Manager-Marketing, “We will bring out the first issue of ‘Man’ next month, and then carry out a reader response survey to decide the frequency of the magazine. In all likelihood, it is going to a be a quarterly.”
Asked about the unusual strategy of deciding on the periodicity after the first issue is out, Chandy said, “We are entering a niche segment as a brand extension of ‘The Week’. What we are doing is to bring out a live issue rather than a dummy issue. We would like to find out what kind of space there is in the market for a premium product like this before deciding on the periodicity.”
Chandy said following the overwhelming success of ‘Sreeman’, the men’s Malayalam magazine launched by the group in August, the decision was taken to launch an English magazine for men. ‘Man’ will have features, news and special articles related to men, such as career, sexuality, health, finance, etc. The magazine will be printed from Cochin and circulated across the country. It is reliably learnt that the first issue will have a print run of 50,000 copies.
Chandy said details of the automobile magazine were still being worked out, but added “that it is definitely on.”
C. Mathew, Senior Manager, Marketing-Product Management, said both the products will help attract a large number of advertisers. The major target advertisers for ‘Man’ are electronic companies, banks, men’s products manufacturers, he said.