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27
Q4 2008 | Magazine World | 27
country profile
india
Variety
is the
The Indian magazine industry is growing like never before. It is taking
cues from its global partners, but it is still very much aware of its
local audience. Likely to grow two fold over the next three years, the
market is moving forward in many ways, writes Anurag Batra.
T
he Indian magazine industry is witnessing that, the marketplace has its own set of challenges, as
fragmentation, with more and more special well as opportunities.
interest and niche publications springing up. B2B and specialist magazines in India have the
The long tail analogy, inspired by Chris Anderson’s edge over newspaper and TV, as far as rich content is
widely-read book of the same name, seems so true concerned. People entrenched in a specific field want
of today’s magazine industry. The theory, coined by focused information from a single source. B2B and
the editor of Wired magazine, observes the niche specialist magazines are meeting this need in India.
strategy of businesses, such as Amazon.com or With specialist segments being created, the future
Netflix, that sell a large number of unique items, each in of B2B media is under-leveraged, and very bright. More
relatively small quantities. and more titles are being launched with a highly focused
As well as this specialisation, the Indian magazine target audience. Today, B2B and specialist titles are
industry is utilising digital platforms to mark its shooting up in various sectors including engineering,
presence in the crowded media space. In fact, magazine infrastructure, retail and film.
publishers are milking all facets of their industry, by Advertisers are drawn to these niche magazines,
leveraging their brands and content. which address special interest communities that
For a market that has seen the launch of more than television currently does not reach. Indeed, advertisers
80 international titles in the past 20 months, the of top brands have apparently been advertising in these
magazine marketplace in India is on fire. Having said specialist magazines on a regular basis. ➜
TRENDS IN INDIAN MAGAZINE PUBLISHING
01 English language publishing has 03 The yields from advertising are low 06 The Indian magazine industry
disproportionate advertising revenues in compared to rates in other countries. The continues to attract entrepreneurs, both
regard to its readership in comparison to highest circulation English magazine sells in the digital space and print publishing.
Indian language publications. a full page at an average rate of about
$9,000 (€7,252).
07 International fl agship titles and
02 India is a low cover price market, home-grown brands exist and compete
and the dominant revenue stream is 04 Distribution is a challenge, though well in the same space.
advertising. The common phrase: “Those there are specialist distribution arms
who live by advertising will also die by entering the market.
08 The contract publishing business, in
advertising" certainly seems true in
an era where brands wish to be media
today’s times.
05 Indian language publishing is likely to owners, is very under-leveraged in India.
see the most growth.

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