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Overdrive celebrates seventh anniversary issue

17-September-2005
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Overdrive celebrates seventh anniversary issue

Overdrive, India’s leading auto magazine, is releasing its seventh anniversary special issue. The special issue has a cover story on track tests of cars held at Coimbatore to judge the sportiest car from a range of 12 affordable Indian cars. The issue also has a ‘Biker Power’ special, covering the world’s largest bike tests.

Elaborating on the special issue, Venkat Iyer, Head-Marketing and Business, Infomedia India Ltd, said, “The special anniversary issue has 540-plus pages. Along with the main magazine, there is the Grand Prix magazine and Super Bike special. An exclusive track test was conducted of affordable Indian cars in Coimbatore for the anniversary issue. The ‘Biker Power’ special covers the globe’s largest bike test, where over 10,000 bike owners commented on what they liked in their bikes. And based on that, the best bike was chosen.”

The issue also has eight pages of posters of 13 superbikes, a Kimi Raikkonen pullout from Grand Prix 2005, as well as a MasterBike winners’ pullout in Superbikes. The issue has a special feature titled ‘Wheelie Mania’, which features some of the best bikes in India and a guide on biking and safety tips.

Iyer was upbeat when asked to throw light on how the auto magazine market was shaping up. “The auto industry itself is moving dynamically, with lots of developments happening, which in turn create the demand for more number of players in the auto-magazine segment as well. Today, readers are extremely tech savvy and want complete information about everything, and this quest for information urges them to be updated on all fronts. With a larger market, the auto-magazine market is definitely on an upswing,” he asserted.

The market for auto magazines seems to have the potential to accommodate new players. Another important trend is that of reader-awareness, which seems to be on the rise. It may be noted that ‘Car India’ and ‘Bike India’ from NextGen Publishing Ltd have also been introduced in July this year as offerings for the respective segments.

Prakash Iyer, MD, Infomedia India Ltd, said, “The Indian automobile industry is on the threshold of positioning itself as a prime contender in the international automotive scene. With the automobile industry in India poised for accelerated growth, the Overdrive editorial team is further gearing up to serve readers with superior quality content.”

Internationally popular auto magazine ‘Top Gear’ was launched in India last month. The magazine comes from the stable of WorldWide Media – a Times BBC joint venture.

Commenting on ‘Top-Gear’s’ entry, Iyer was nonchalant, “Top Gear internationally is a big name, but it is important for any international publication to customise itself to the local customers’ needs. One has to localise the international flavours. The inaugural issue of Top Gear had a lot of international content, which probably fulfills the readers’ need partially, but eventually the magazine has to customise and increase the content on Indian auto segment and local demands. It’s still early days and we’ll have to wait and watch.”

Overdrive was launched in September 1998 as one of Infomedia India’s flagship offerings. To mark the success of the magazine over the years, the company has decided to spread the celebrations throughout the month with various consumer activities across cities.

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