'Aha! Zindagi', the
new-age monthly Hindi magazine from the Dainik Bhaskar Group, has reached a circulation of 1.34 lakhs, as per the ABC figures for January-June 2005. As per NRS 2005, the readership figures stand at 5.95 lakhs.
Sanjeev Kotnala, senior general manager, brand strategy and communications, Dainik Bhaskar Group, says, "The magazine has not only managed to carve a niche for itself, it has even created a space for Hindi niche magazines, a section dominated by English language publications till now."
He continues, "When we launched the magazine a year ago, we felt that there was a need for a†product that would highlight the positive aspects of life and dispel all the negativity surrounding us.†We specifically targeted readers in the age group of 25-35 years. But in the last one year, we have seen that 'Aha! Zindagi' has gone beyond this age group till, today, it caters to both youngsters and elderly readers."
Yashwant Vyas, editor, 'Aha! Zindagi', says, "It is a myth that people don't want to read in Hindi and our magazine has proved this."
That's for now, but about the future, Vyas says, "We want to take our 'Aha! Zindagi' club a step further and promote the positive work taking place throughout the country and bring it to the forefront for people to read."
The magazine upholds optimism and celebrates the positive aspects of life. The sought-after sections of the magazine are 'Aha! Atithi' (featuring the guest of the month), 'Humse Seekho Yeh Ada' (featuring people who have time and again proved that resilience wins) and 'Zindagi Aas Paas' (celebrity viewpoints on life).
The magazine has managed to penetrate the Hindi-speaking belts of Rajasthan, Madhya Pradesh, Uttar Pradesh, Chhatisgarh and, to some extent, Haryana and Chandigarh.
On making the presence of 'Aha! Zindagi' felt in the metros, Kotnala says, "We are not in the rat race to mindlessly add to our numbers. For penetration into the metros, we will have to rely mainly on word of mouth and member subscription schemes."
But he is also quick to add, "We are not in a social charity business, but at the same time,†our driving factor is not†in mindlessly increasing our circulation, but providing the best content†for those interested in leading a new-age lifestyle."
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