Telugu daily Vaartha to roll out a fashion magazine

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | September 02, 2008
The first issue of the magazine will hit the stands in October or November


Publications, the publisher of Vaartha, the second largest read and circulated Telugu daily in Andhra Pradesh, plans to roll out a fashion and lifestyle magazine. The English magazine, targeted at the sizeable English speaking population down South, is likely to hit the stands in October or November.

Speaking to afaqs!, Gaurav Sanghi, executive director Vaartha, says, "As a group, in addition to running a successful Telugu daily, Vaartha, we also publish a Hindi daily, Svatantra Vaartha, in Andhra Pradesh. The South is a potential market for English publications, too. As of now, there is no significant title available in the language, covering fashion as such. So, we thought of taking the lead by offering readers an exhaustive, well researched magazine catering to their lifestyle needs."

Gaurav Sanghi
The title of the magazine, Jade, according to Sanghi, was arrived at after a lot of brainstorming. The English word has been derived from a Spanish word, which denotes the name of a precious ornamental stone. The name sits well on a fashion magazine that promises to cater to the well to do class.

The 160 page monthly will be priced at Rs 100. Commenting on the content and pricing of Jade, Sanghi says, "The magazine will be a one stop source for catching up with the latest trends in the world of fashion. Information ranging from clothing to accessories and the latest luxury items will be provided to the readers. Given the content and quality of the offering, buyers will not hesitate to shell out Rs 100 for a magazine that is going to serve as their lifestyle guide for a whole month."

The magazine will also have a fair mix of reports on celebrity parties, featuring popular names from the world of movies and fashion. Besides this, talks are on to have signature columns by some well known names in the business of fashion and glamour. All the possible global brands will find their way to the reader through the magazine, along with Indian fashion brands.

The editorial team of Jade will be led by a senior editorial name hailing from the women's magazine, Femina. Sanghi shares that currently, dummy copies for the first issue of the magazine are being presented to interested brands and advertisers. The marketing team is working hard in places such as Hyderabad, Kochi and Bengaluru to reach out to potential advertisers.

Sanghi concludes by saying, "The magazine will be the first lifestyle magazine from the South, considering the fact that currently all the material available for reading is published from Mumbai or Delhi. Also, the large NRI population of the South will contribute as readers and advertisers."

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