‘Stuff’ magazine to focus on digital & web platforms

As Haymarket’s ‘Stuff’ completes three years in India, the gadget magazine will now have a stronger focus on digital and web platforms.

e4m by Shanta Saikia
Updated: Dec 2, 2011 9:33 AM
‘Stuff’ magazine to focus on digital & web platforms

The Indian edition of the Haymarket gadget title ‘Stuff’ is celebrating its third anniversary in December 2011.

Stuff India is among 27 international editions of the title, which together reach more than one million readers worldwide.

Nishant Padhiar, Editor, Stuff India, said, “The technology space has gone through a roller-coaster year and our annual issue, featuring the finest gadgets of 2011, should provide the definite snapshot of a memorable journey. It is also the biggest issue that we have ever done with some super exclusive tests and features that will keep you engaged for some time to come.”

The magazine claims to have a circulation of 90.000 copies and a readership of 186,000.

As it celebrates its third anniversary, Stuff has rolled out a TVC, supported by print ads in dailies like Financial Express, The Telegraph and The Hindu, as well as magazines like ‘Autocar India’, ‘What Car?’ and ‘What Hi*Fi?’.

For the television campaign, Woo-Hoo Media is the creative agency and the TVC has broken on channels like Channel [v] and UTV.

Meanwhile, an OOH campaign is underway at selected prime spots in Mumbai, Bangalore and Delhi.

Stating that the future would have a lot of focus on digital and web platforms, Padhiar added that the content for ‘Stuff’ was equally well-suited to cross-platform adaptation. “Thus we are keen on migrating from print to other mediums soon,” he further said.

“Since ‘Stuff’ is also about experiential gadgetry, our aim is to connect with our audience and give them a chance to hands on time with some of the aspirational and futuristic products that we feature in the magazine. We are making efforts in that direction too,” Padhiar informed.

When asked about the competition, Padhiar insisted that ‘Stuff’ did not face direct competition from titles such as ‘Wired’, ‘Chip’, ‘PCQuest’ and ‘Electronics For You’. He explained, “Our blend of humour, design, photography and printing quality puts us in a unique space that isn’t occupied by many. ‘Stuff’ is not about explaining how a specific gadget works. ‘Stuff’ is about how that gadget can bring joy to your life. So, our writing style is very different too, and even though you might find similar products featured in ‘Stuff’ and any other tech magazine, the ‘Stuff’ review will always be irreverent, humorous, incisive and to-the-point.”

The magazine is distributed by India Book House across all cities in India and is also available at leading bookstalls and premium retail outlets like Crosswords, Landmarks and so on.


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