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Youth magazines encourage ‘earning and learning’ simultaneously

19-January-2005
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Youth magazines encourage ‘earning and learning’ simultaneously

Nobody can undermine the power of Ajay Jain, Editor-in Chief, The Campus Paper, said, “We are encouraging college students from diverse professions to write for us. They are our primary staff and we are happy to see them reporting aggressively.”

“The idea is to give students a sense of ownership and give this community a voice of their own rather than casting them in stereotype images with a top-down approach,” he added.

A similar concept has also got the Mumbai college students on the move too. JAM, a popular magazine in Mumbai, is encouraging the youth to have the ‘nose for news’. JAM has been there in the market for nine years. “We felt that there was a need for a youth magazine as this is a segment that has often been neglected. Students from all over India have now come forward to write for us and that has been very reassuring, said Rashmi Bansal, Editor and Publisher, JAM.

Interestingly, both editors believe that youth, as a genre, hasn’t really been tapped well, which is the reason why they ventured out to fill the gap. While for Jain, it was a 14-year dream that materialized, for Bansal this was about catering to the youth what they really enjoy reading. In fact, Bansal has set up a bureau comprising students. “JAM has student reporters known as JBCs (JAM Bureau Chiefs) in 300 colleges across the country. The ideas and articles contributed by them form 80 per cent of JAM’s content. In fact, the tongue-in-cheek spoofs on movies and celebrities make a big hit,” she said.

Surprisingly, youth of India forms almost half-a-billion population, but there aren’t too many players really entering the space. Jain rightly puts it, “The future of India needs to be tapped to carve the future of India.”

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