Vikatan Group revamps print portfolio

As part of its restructuring exercise, the print bouquet has been realigned as core magazines and special interest magazines

by exchange4media Staff
Published - Sep 4, 2019 4:37 PM Updated: Sep 4, 2019 5:17 PM
Vikatan

 As part of its restructuring exercise, the Vikatan group has revamped its print portfolio with a sharper focus towards its content reorientation. The print bouquet has been realigned as core magazines and special interest magazines.

The core magazine bouquet consists of the 93-year-old ‘Ananda Vikatan’, weekly magazine in Tamil, which has a Total Readership (TR) of 33.94 Lakhs (IRS 2019, Q2); ‘Aval Vikatan’, fortnightly women’s Tamil magazine, with readership (TR) of 13.26 Lakh (IRS 2019, Q2); and ‘Junior Vikatan’, bi-weekly, Tamil Socio-political magazine.

The special interest magazine bouquet includes, ‘Nanayam Vikatan’, (TR of 3.46 Lakh / IRS 2019Q2), a personal finance & entrepreneurship magazine; ‘Pasumai Vikatan’, (TR of 8.55 Lakh / IRS 2019Q2), a magazine devoted & focussed to the organic farming and inclusive farm practices; ‘Motor Vikatan’, (TR 3.72 Lakh / IRS 2019Q2), auto magazine in Tamil; ‘Sakthi Vikatan’, (TR of 4.88 Lakh / IRS 2019, Q2), the spiritual magazine about the religious culture and heritage of the land, and ‘Aval kitchen’, the brand extension of ‘Aval Vikatan’ Magazine focusing on food, recipe and kitchen.

In the process, two of its print titles, ‘Vikatan Thadam’ & ‘Doctor’ Vikatan has been shelved from September 2019, while ‘Aval Manamagal’, the quarterly bridal magazine has been converted as an advertiser driven publication in the B2B route and ‘Chutti Vikatan’, the children’s magazine will take a completely new format to directly engage with schools and children.

Their content on literature, health & wellness, bridal fashion & shopping, and children-focussed content will be seamlessly integrated in print & digital platforms.

“After immense deliberations on content and market acceptability, we have restructured our print portfolio and two titles have been shelved and amongst two others, ‘Aval Manamagal’ has been migrated to AFP model, while ‘Chutti Vikatan’ has been contextualized to the children & school ecosystem” said, B Srinivasan, Managing Director, Vikatan Group, “The content will be seamlessly integrated with the rest of the magazines. Vikatan management remains fully committed to all other group magazines.”

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