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Men have reason to cheer with 'Maxim' hitting the stands at Rs 60

29-December-2005
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Men have reason to cheer with 'Maxim' hitting the stands at Rs 60

Men's international lifestyle magazine, 'Maxim', was launched in the Capital on Wednesday. The Indian edition of the magazine, which is being brought out as per an exclusive license agreement with Media Transasia, will be available across the country from January 2.

Maxim India, which is going to be the 30th international edition, will have a cover price of Rs 100, which is in line with its international premium brand equity, but initially it is being launched at an invitation price of Rs 60.

The monthly magazine carries 150 pages in its first issue, which will eventually increase to 200 pages.

Elaborating on the content of the magazine, Piyush Sharma, CEO and Associate Publisher, Maxim (India), said, "The editorial strategy of the product has followed the 'think global, act local' philosophy where the templates, design, layout, broad content strategy and the tone has been kept global, while the actual micro content has been adapted to suit the Indian environment, target audience tastes and sensibilities."

'Maxim', which will cover all those subjects appealing to men like cars, sports, gadgets et al, has positioned itself as 'the best thing to happen to men since women', and essentially caters to the young urban Indian male in the 25-35 age group.

Maxim India had launched with an advance paid subscriber base of around 16,500 and with an initial print order of 80,000 copies, informed Sharma, adding, " We are looking at closing the first year with a paid circulation of 100,000."

The first issue of the magazine has Bollywood actress Priyanka Chopra on the cover, which later on will be followed by Aishwarya Rai, Sushmita Sen, Bipasha Basu, etc.

The Indian edition of the magazine has put in place a 10- member editorial team, with Sunil Mehra as Editor. Mehra had worked with both India Today and Outlook. Former Times of India man Anup Kutty, is the Deputy Editor, while Anjan Das, ex-Outlook, is the Art Director. Ankur Bhatia heads marketing, while Deepak Bhatt heads circulation.

Sharma sounded quite sanguine when asked about magazines catering to men folk. He said, " The market is ripe for premium men's lifestyle magazines. It being a virgin market, the potential of growth is high and the receptivity of these magazines should be very high in the Indian market."

A huge advertising blitz, covering print dailies, periodicals, the online and outdoor medium has been used by the magazine as promotional tools. In the next three months one will also get to see the commercials of the magazine on channels like MTV, Zee Business, Zee TV, CNBC, and VH1.

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