Top Story

e4m_logo.png

Home >> Media – Print >> Article

Mid-Day, Maxposure to jointly launch culture and lifestyle magazine ‘Beat’

07-November-2008
Font Size   16
Mid-Day, Maxposure to jointly launch culture and lifestyle magazine ‘Beat’

Mid-Day Multimedia and MaXposure Media Group India (publishers of ‘and’ magazine) have entered into a 50:50 joint venture to launch a culture and lifestyle monthly magazine, ‘Beat’, in Delhi. ‘Beat’ will be available free to all Mid-Day subscribers every month, and will be available at Rs 10 separately on newsstands through the month.

This monthly magazine is set to hit newsstands in Delhi this December. ‘Beat’ will subsequently launch in Mumbai, Pune and Bangalore, where Mid-Day already has established editions.

Speaking on the partnership venture, Vikas Johari, Managing Director, MaXposure, said, “We are delighted to partner with Mid-Day Multimedia. This venture gives us a tremendous opportunity to reach the elusive but coveted audience of urban professionals that comprises Mid-Day’s reader base in four major cities.”

Manajit Ghoshal, CEO, Mid-Day Infomedia, said, “Locally relevant, lifestyle focussed information is a major passion area for urban professionals. Mid-Day has the unique advantage of reaching this audience in the afternoon hours, where they are looking at taking a break from their otherwise stressful day. ‘Beat’ is the perfect value addition for our readers, as well as perfect example of the initiatives that keep our engagement quotient with this audience so high.”

Recognising India as a dynamic market with a huge potential, Prakash Johari, CEO, MaXposure, added, “‘Beat’ will break conventions by bringing ‘lifestyle’ to a pedestal. MaXposure has established itself in the niche luxury lifestyle market. By presenting a city-based lifestyle magazine at a modest price of Rs 10, ‘Beat’ will bring about a change in perception, serving the lifestyle needs of the masses.”

“Keeping India’s retail boom and the increasing spending power of the middle class in mind, this unique initiative will merge the newspaper and tabloid format with a glossy magazine’s layout, to present a city magazine for the young urban professionals like none other,” he added.

Targeted at the young go-getters with ample of disposable income, ‘Beat’ will be an interactive cultural supplement, guiding the young readers-on-the-go on what to do and where. By the end of 2009, the business will have expanded operationally into four territories, adapting itself towards a weekly format.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.