Top Story


Home >> Media – Print >> Article

The Week completes 25 successful years, to add human touch to stories

Font Size   16
The Week completes 25 successful years, to add human touch to stories

‘The Week’, the weekly newsmagazine from the Malayala Manorama Group, completes its silver jubilee on December 25 this year. Changing its baseline from ‘Your weekly newsmaker’ to ‘Journalism with a human touch’, ‘The Week’ is set to expand its coverage beyond news and analysis.

“Though our core coverage areas will remain politics, business and investigation, our focus will be on covering all this with a human touch,” says Philip Mathew, Managing Editor, ‘The Week’.

According to ABC Jan-June 2007 figures, ‘The Week’ is one of the largest circulated weekly newsmagazine with a net paid circulation of 201,192. It is also perhaps among the first to start a website in the ’90s.

‘The Week’ was also the first magazine to offer booklets to readers covering a range of subjects. “We have constantly made innovations over the past 25 years, and we will continue to do stories like our ‘Man of the Year’. This cover feature is one of our best known properties. We have featured legends like Babe Amte who subsequently went on to win the Magsaysay Award. On our 20th anniversary, we honoured the men and women that we had thus featured at a function in Mumbai, and released a book titled ‘Prophets of New India’,” elaborated Mathew.

The magazine has also published supplements on health, and its sections like ‘Hot jobs’ and ‘Best hospitals’, which are an annual feature, have been popular. In 2007, we introduced a survey-based cover story on emerging Indians, selected from seven categories. The selection was done through a rigorous process. In 2008, we are planning more such initiatives. These efforts will help us to offer much more than news and analysis to readers,” Mathew added.

About taking the competition head-on, Mathew said, “Our competitors are giving glossy supplements to sell; some give two every week along with the main issue. If the main issue was selling, why would one need so many freebies? ‘The Week’ gives a pullout on health, once a month. We feel there is a huge readership for this subject, and also it is one of the areas we have excelled in. We want to sell on the basis of our main product. We sometimes wonder whether our competitors had a reason to drop out of ABC, fearing that the true numbers would be revealed had they stayed on.”


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking