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Yuva returns in Marathi avatar; eyes regional readers

26-June-2012
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Yuva returns in Marathi avatar; eyes regional readers

Yuva, an English tabloid that shut shop three years ago, has resurfaced as a Marathi monthly magazine, while retaining its old name. The magazine is owned by political leader Narayan Rane.

Yuva will showcase current affairs, fitness zone and gadgets, with special priority to Marathi theatres and movies. The print run of the monthly magazine is approximately 250,000 for its Mumbai, Ratnagiri and Sindudurg markets. The magazine has a cover price of Rs 10 and is targeted at the young generation in the 15-25 age group.

“The main aim is to target the regional young readers. This will make them aware of their society and environment. The message we want to give through our magazine is that the youth is not always wrong and that change is always good,” said Nilesh Ghadge, Consulting Editor, Yuva.

Elaborating on the promotion strategy, he said, “Newspapers and hoardings are the most prominent medium for us and we have been using them for a while. Apart from that, we are organising the ‘Dahi Handi’ festival in the coming months with plenty of different promotions.”

Advertisers from various industry verticals such as FMCG and banking are taking an interest in the publication. The magazine is being distributed through newsstands.

Commenting on the USP of the magazine, Ghadge added, “The design of the magazine is our USP, we design our cover page as a cartoon character and that’s very popular because it’s different.”

The 36-page magazine is currently available in Mumbai, Ratnagiri and Sindudurg. There are plans to launch a Pune edition in a couple of months with 15,000 copies.

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