Youth magazine JAM is on a complete visibility drive with the launch of it outdoor campaign. The magazine, which was launched in 1995, is now placing a lot of emphasis on advertising and connecting with its readers visibly. JAM has also relaunched its website.
Yatendra Bansal, CEO, JAM Venture Publishing Pvt Ltd, said, “The website has a totally fresh approach, with news stories now being updated thrice in a day. We are also looking at outdoor very aggressively.”
The magazine sees a great brand connect with portals like Yahoo, which are more vertical in nature. “For the period starting January-end leading up to February 15, we have plans in place to venture all out in the outdoor space. For Valentine’s Day, we have tied up with MTV, and will also be seen on the Internet medium a lot more now. We are addressing the youth specifically through portals. We are approaching the youth more insistently now,” added Bansal.
JAM claims to have a readership in excess of 35,000 according to ABC figures and has targeted to reach the 40,000-mark by the end of this year. “The intention is to connect with the BPO population, the fresh and first time job professionals who perhaps have completed their college or are still in college and have already started earning. There is a lot of overload of media on the ‘consumer’ making him saturated. Our aim is to promote quality reading. We always keep renewing ourselves and want to be India’s most loved youth magazine,” Bansal asserted.
The magazine is also looking at a lot of support from its advertisers and boasts of having the 10 largest advertisers on board, including Levis, Pepe, Hutch, and Motorola. With the focus getting more centred on the country’s youth, this 10-year old magazine is doing everything to stay connected with them.