Media Transasia has got into a licensing agreement with US-based Meredith Corporation to launch their magazine ‘Better Homes & Gardens’ in India. The women’s lifestyle magazine is expected to be launched in the first quarter of this year.
The monthly magazine, which will be priced at Rs 100, currently has a presence in markets like Australia and China apart from the US.
Payal Kohli, Editor, ‘Travel +Leisure’, has been given the additional responsibility of being the Editorial Director of ‘Better Home & Gardens’. Kenneth Extross has been roped in as the National Sales Head for the magazine.
Targeted at the new age woman, the magazine will essentially focus on the 28-40 age group. “It’s an upmarket magazine, which would cater to the new age Indian woman who has high disposable incomes, high appetite for consumption, and is more discerning and is a decision maker,” said Piyush Sharma, CEO and Associate Publisher, Media Transasia.
Explaining the rationale behind the launch, Sharma said, “The success of ‘Travel+Leisure’ and ‘Maxim’ in India gave us the impetus to look at more international titles. We are committed to bring in the number one titles in India as we feel that Indian readers have come of age and demand the best of quality content. The women’s segment has a huge gap and we want to fill that gap.”
The content mix of ‘Better Homes & Gardens’ would be split into a ratio of 70:30, where 70 per cent content would be from India and 30 per cent from abroad. The magazine would focus on the physical aspects of home, while also stressing on issues related to women such as like food, family, health, parenting, relationships, etc.
The magazine will have around 144 pages and will be launched with an initial print order of 100,000 copies. According to Media Transasia, ‘Better Home & Gardens’ already had around 11,500 subscriptions and the company was targeting 25,000 subscriptions before the launch in India.
A budget of Rs 5 crore has been allocated to promote the magazine, which will be more skewed towards print campaigns. Television, radio and outdoors will also be used.