Vikatan Group, publishers of Tamil weekly, ‘Ananda Vikatan’, are all set to launch a business and personal finance fortnightly in Tamil by the name of ‘Nanayam Vikatan’. The publication is expected to be priced “within the reach of the common man”, and the launch is expected “in about a month’s time”.
Speaking to exchange4media, P Sivaprasad, VP-Advertising, Vikatan Group, said, “So far, there is no publication dedicated to communicate and educate readers on several financial and investment categories like mutual funds or life insurance in the Tamil language. ‘Nanayam Vikatan’ will be the common man’s financial advisory and investment guide in their own language. Investors are not restricted to the English speaking population alone, and hence, a publication in Tamil.”
The group has already been offering news in the segment through its other publications – ‘Ananda Vikatan’, ‘Junior Vikatan’, ‘Aval Vikatan’, ‘Shakti Vikatan’, and ‘Chutti Vikatan’ – for around six months now. Sivaprasad further said that a pilot issue of the new magazine, which was launched 10 days ago, had met with amazing response and there were very high expectations from the industry and readers.
Though the group didn’t divulge the price of the new magazine, indications are that the fortnightly will be available between Rs 10 and Rs 15 per issue. Currently, there are no offerings in this space from the larger players, and the existing magazines are stand-alone publications.
“The magazine will be promoted very aggressively through 360 degree promotions across multiple channels,” Sivaprasad said. In fact, the promos have already begun, with the current issue of the group’s flagship publication, ‘Ananda Vikatan’, carrying an ad for the forthcoming magazine.
The pilot issue was an A4 size, 80-page, all gloss, multi-colour offering, and ‘Nanayam Vikatan’ is expected to follow a similar format. The spokesperson did not offer details on the targeted numbers for the new publication from the group. But clearly, it seems to be an offering that the group is betting on.