Mathrubhumi Printing and Publishing Co recently launched its Malayalam language travel magazine ‘Yaathra’. Priced at Rs 50, ‘Yaathra’ is targeted at the middle and upper middle class audiences and has been strategically launched at this time of the year to cater to the needs of travellers and tourists planning their summer vacations.
The content offers a catalogue of celebrity travelogues, photography and favourite tourist destinations. With over 116 pages, the magazine was innovatively released with three different covers featuring cine stars Mammootty, Mohanlal and Sreesanth. The initial print run has been kept at 60,000 copies.
As part of the promotional campaign, a contest is being organised jointly by Air India Express and ‘Yaathra’ offering five lucky couples return air tickets to Singapore.
An English edition of ‘Yaathra’ is not the immediate priority of the Group. However, Mathrubhumi does not rule out one. “We have just launched the first edition of the magazine and are contemplating on the second edition now. We will confine to the Malayalam audience as of now as there is a market for this kind of magazine,” said Shreyams Kumar, Director, Electronics Media, Mathrubhumi Printing and Publishing Co.
Mathrubhumi Printing and Publishing Co publishes popular daily ‘Mathrubhumi’ and has an FM brand called Club FM. The Group also publishes ‘Arogya Masika’, a monthly focusing mainly on health related features, and ‘Balabhumi’, a comprehensive children’s magazine.
The Group also has a monthly for the sports lovers of Kerala called ‘Mathrubhumi Sports Masika’. ‘Chitrabhumi’, a magazine for cinema lovers, is another publication from the Group.