Yuva, the youth-centric paper from E-sense Entertainment Pvt Ltd, is set to undergo a format change. Yuva is expected to switch over to magazine format from mid-November 2008 onwards. According to sources close to the development, Yuva would cease to exist as a newspaper in the next 10-15 days’ time. Yuva had been launched as a 16-page tabloid in Mumbai on August 13, 2007.
E-sense Entertainment has been categorising Yuva as a ‘viewpaper’, instead of a mere newspaper, that allows the youth of Mumbai to raise their voice and be heard.
According to a senior company official, who did not wish to be named, the company had done a research/ survey in which they found that the trend had been changed. Today’s youth were not very involved in newspapers and would rather access the Internet or listen to the radio or read magazines for their basic information and entertainment requirements, the official added. Advertisers, too, mostly preferred magazines to advertise brands targeted at youths. Therefore, the management decided to come up with the magazine avatar.
A company official revealed that within the next 10 days or so, Yuva as a newspaper would cease to exist, and in its place Yuva, the magazine would be launched. It was also learnt that the Yuva paper would be carrying a news article and an ad in the issues dated October 16 and 17, informing people about the decision to switch to a magazine format.
Initially, Mumbai and Delhi would be targeted for the awareness campaign, followed by other cities as the soon-to-be-launched Yuva magazine is eyeing a pan-India presence. It is learnt that a 360-degree marketing approach would be adopted to promote the magazine, and the campaign is expected to commence by the end of October.
Speaking on the content of Yuva magazine, a company official said that the upcoming magazine would be on current affairs, which would also cover lifestyle, entertainment and various issues related to the youth.
Yuva officials further said that details like frequency of the magazine, cover price, initial print run, etc., were being finalised and the same would be disclosed close to the launch date.
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