English daily Pioneer has forayed into the wellness and lifestyle space with its new magazine ‘Exotica’. The magazine was launched in the Capital on Saturday, October 7, 2006.
Pioneer has tied up with five-star hotel chains Intercontinental and Hyatt to place the magazine, which sports the tagline ‘Mantra for your well-being’. Talks are on to place Exotica in other hotel chains too, which is expected to materialize within the next two months.
Targeted at the 35-plus corporate executives, ‘Exotica’ will be available to all guests of the Hyatt and Intercontinental chain of hotels free of cost. In addition, a small number of copies would be available at select book stores and stands at a cover price of Rs 100. Placing the magazine at select stalls and stands is an experimental marketing effort.
Explaining the rationale behind launching a lifestyle magazine, Chandan Mitra, Managing Director and Editor, Pioneer, said, “We have a four-year experience of publishing ‘Darpan’, so we have a very good network of travel and health writers. Through Exotica, we will explore a new marketing idea of providing an appropriate product to those upmarket hotels that don’t have their own in-house magazine. We are developing a niche market for ourselves. Through this offering we are extending our product range that falls within our core competence.”
The content of ‘Exotica’ would constitute health and wellness issues, besides features on travel and food. Said Mitra, “Our magazine is not about preaching the do’s and don’ts but it’s about giving people various options. We are going to guide people on how to live better and healthier. It’s an effort to be yourself.”
The magazine has a healthy mix of advertisers ranging from FMCG products and telecom companies to apparel and liquor brands, tourism sector et al.
The lifestyle space already has players that have carved a niche for themselves. Speaking on the competition aspect, Mitra said, “Everyone has come out with segmented magazines but ours is a holistic magazine, which will focus on de-stressing.” ‘Exotica’ will have an initial print run of 20,000 copies.