People magazine celebrates 100th issue

People has differentiated itself by focussing on what it calls ‘celebrity journalism’ and has built on the concept of a ‘celebrity news magazine’

e4m by Surbhi Bhasin
Updated: Jun 6, 2012 8:43 PM
People magazine celebrates 100th issue

Launched in India on July 4, 2008, People – the magazine from Outlook Group, recently launched its 100th issue in the country. The fortnightly magazine has been focussing on what it calls ‘celebrity journalism’.

Speaking to exchange4media Saira Menezes, Editor, People said, “The People 100th issue is testimony to the kind of celebrity journalism that the magazine’s team committed to readers and advertisers during the India launch. Adhering to fact-based story-telling in the good old-fashioned traditions of journalism when People entered the Indian magazine market, the biggest challenge was to define the concept of a ‘celebrity news magazine’.”

She further said, “This genre did not exist in India and we had to build it brick by brick. Unlike most other celebrity magazines, our coverage is driven by the news peg. In that sense, the magazine has had no competition because news-worthiness continues to be fundamental to the editorial of People. What was a huge challenge when we launched is now our biggest advantage.”

For its 100th issue, People has come up with not one but seven covers in one. While the main cover features Sachin Tendulkar, the remaining six are covers of previous issues of the magazine that have been highly appreciated by the readers.

The cover price of this issue remains unchanged at Rs 50. The issue features an interview of Tendulkar, where he speaks with less privileged children on a wide range of topics ranging from facing fearsome bowlers to broken bones and the secret behind his new hairstyle.

The special issue, which hit newsstands on June 1, 2012, was promoted on the Outlook Group magazines as well as publications such as Mid-Day.

The magazine also offered 5,000 gift vouchers across subscription and newsstand copies of brands such as Freecultr, Out of the Blue restaurant, Losis Spa, Spa Senza and Time Zone Entertainment, among others.

Indranil Roy, President, Outlook Group commented, “People, through the course of the 100 issues, has established itself as the best celebrity news magazine in India. It surely does not mean all is achieved; honestly, it is just the beginning.”

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