To meet the growing demands of its readers and advertisers during the festive season, women centric Hindi monthly, ‘Meri Saheli’, is going fortnightly for the month of November. However, the cover price, ad rates, number of pages, and print run remain unchanged as the magazine gears to tap the festive mood.
Speaking on this development, Lalit Pahwa, Director, Pioneer Book Company, told exchange4media, “There was a great demand from readers and advertisers for higher frequency during the festive season, hence we decided to come up with two editions in a month of November, the festive month. It will give a platform to advertisers who want to reach out to their TG during the festive season through our magazine.”
This is a first of its kind step taken by ‘Meri Saheli’. When asked whether there would be change in the periodicity of the magazine in the coming months, Pahwa replied, “I think in normal days readers won’t be able to digest so much of content. So, we will not change its periodicity, but we will surely continue with similar steps in upcoming festive seasons as well.”
‘Meri Saheli’ carries a mix of content from the world of fashion, beauty, health, parenting, career, sex, travel, self-help, celebrities, marriage, relationships, women-centric issues and glamour.
In mid-September this year, Pioneer Book Company, the publisher of ‘Meri Saheli’, had launched a Marathi magazine for women, titled ‘Maajhi Saheli’.
Established in 1948, Pioneer Book Company Pvt Ltd is a publishing and distribution house. Initially, Pioneer was engaged solely in the distribution of newspapers, magazines and journals. The company forayed into publishing with its first publication, ‘Ashtapailu’, a Marathi sports fortnightly, which was edited by former Indian cricketer Ajit Wadekar. In March 1987, ‘Meri Saheli’, then edited by actress Hema Malini, was launched by the company.
According to the IRS 2010 Q2 results, ‘Meri Saheli’ garnered an average issue readership (AIR) of 1,265,000 and is ranked fourth among the Top 10 Hindi magazines in India.