It’s action time in Time Out Mumbai. The magazine has completed one year and is happy. Expressing her satisfaction, Smiti Ruia, Publisher, Time Out, said that the Mumbai edition had been as per expectations and plans to expand to other cities came as a natural next step.
“Let me clarify that Time Out Delhi is still a plan and a decision has not been taken yet. We want to grow. Mumbai was the first city to consider as it is the entertainment hub. After that, Delhi is only a natural progression. However, we are first getting Mumbai right and going step-by-step.”
Stating that Time Out Delhi would be in place by next year, Ruia added, “The Delhi issue will reflect Delhi and its entertainment culture, and not necessarily all that worked for Mumbai.”
Speaking on Time Out Mumbai, she said that the objective with which the magazine was launched was being steadily achieved. “I think the proof of the pudding lies in the reader response. We have achieved our objective, what with readers calling up and telling us that before ‘Time Out’ they didn’t know what to do on a Sunday. Thanks to Time Out, now they can plan things out,” Ruia said.
She further said that the Mumbai experience indicated that the Time Out reader existed. “The numbers we have reached prove that and we are satisfied with the advertisements we are getting. Having said that, I think there is a lot of room for many more advertisers to take notice and place ads in Time Out,” she said.
Giving a larger picture, John Luck, Marketing Director, Time Out London, said, “Time Out was started in 1968 in London. The basic observation was that there were lots and lots of happenings in London but no guide to them. You got to realise that Time Out is essentially all about edginess, independent views, freedom and attitude. There is a level of comprehensiveness about the magazine. There is a sense of international-ness to Time Out and that’s the reason why even if all cities have daily supplements covering particular cities, Time Out has established itself.”
Elaborating on the celebrations planned for Times Out’s first birthday, Ruia said, “The buzz word for the celebration has been ‘Maximum Mumbai’ under the broad theme of ‘Maximum Fiesta’. It translates into the big, the brash and the bizarre. We have got some of the best deals in the city as part of the celebrations. That has created a lot of wave. We have tried to reach as far as we can through hoardings, print ads, radio, etc. There have been all kinds of events and for all age groups. For example, one can fly to Paris for Rs 7,470 or have an apple juice for just Rs 6. There are many of these kinds.”
She further said, “For the internal celebrations, seeing the magazine grow and be appreciated is the best reward possible. People have been remembering articles and quotes from stories, which indeed is very satisfying.”