UK’s Haymarket is all set to launch the Indian edition of its gadget magazine, ‘Stuff’. The launch was announced in Mumbai on November 6. The first issue will hit newsstands in December and will be priced at Rs 100. The distribution of ‘Stuff’ will be through their regular arrangement with IBH.
‘Stuff’ joins the growing list of international magazines being launched in their Indian versions, which includes ‘Vogue’, ‘Rolling Stone’, ‘OK!’, ‘Hello’, ‘Maxim’, ‘FHM’, ‘Golf Digest’, ‘People’ and ‘GQ’, among others.
And Now UK's Haymarket is all set to launch the Indian edition of its gadget magazine called ‘Stuff’. The launch was announced in Mumbai on November 06, 08 by Rupert Heseltine, Director Haymarket Media Group and Nishant Padhiar, Editor, Stuff India. The inaugural issue with Malaika Arora Khan on the cover hits the Stands in December 2008 and is priced at Rs.100.
Speaking on the launch, Rupert Heseltine, Director, Haymarket Media Group, said, “The rising middle class in India has resulted in the increased awareness about latest gadgets. The Indian market is now taking a keen interest in technology and is becoming more tech savvy. With a whole new class of nouveau rich Indians being created recently, it was the right time to launch ‘Stuff’ in India.” He further said, “Despite the economic meltdown around the world, we found that the market in India is still growing and the timing was apt.”
Nishant Padhiar, who is currently the Editor of ‘What Hi-Fi?’, is the Editor of ‘Stuff’ as well. Besides Padhiar, there is a three-person dedicated team and a shared resource between ‘What Hi-Fi?”.
Padhiar said, “The major challenge for the Indian version will be to replicate the look and feel of the international edition. We will keep a keen eye on the availability of products in the local market. The Indian edition will have a slight bent towards lifestyle features. The content of the two magazines, that is, ‘What Hi-Fi?’ and ‘Stuff’, will have a certain degree of synergy. The launch ‘Stuff’ will be later followed by the launch of a website.”
With a high cover price of Rs 100, the retail discount will be lower than the Group’s other titles at 35 per cent. Following the launch, a feasibility study will be conducted to explore the direct and other distribution models. Retailers from major metros and city centres will be tapped to seek maximum visibility as well as sale opportunities. Aggressive subscription stance will be taken from the launch and the Group expects to achieve a subscription and newsstand ratio of 25:75 in the first year.
Haymarket has appointed a dedicated advertising sales team for ‘Stuff’ in three regions – Mumbai, Delhi and Bangalore, with one sales executive in each city. In line with the current structure, a National Ad Manager for the brand will also be assigned.
“Stuff’ India will include various categories such as technology, luxury/ high end/ fashion accessories, sports technology, sports apparels, adventure stories/ whacky stories and home appliances. The initial editorial content ratio would be 70:30 for the first six months and will eventually move to 40:60. The magazine will target 99 per cent readership from men in the age group of 18 to 40 years living in urban Indian and having access to the latest technology.