Manohar Kahaniyan and Satyakatha, the Hindi monthly magazines from the Maya Press, have been acquired by the Delhi Press Group for an undisclosed amount.
Anant Nath, director, Delhi Press Patra Prakashan, speaking to afaqs!, says, “Both the magazines had a good following in the past. However, lately, they have fallen due to weak distribution. As many of our magazines such as Sarita and Saras Salil (the magazine with the maximum readership in India) cater to a similar market, we hope to revive the readership once enjoyed by them. Our distribution network will certainly help us to achieve that.”
Manohar Kahaniyan has a cover price of Rs 30 and comes in A4 size. It was launched in 1944 and reached a peak in 1994, when it was the largest read magazine in India with a readership of 64 lakh. Satyakatha has a cover price of Rs 25 and comes in a digest size. It was launched in 1972. According to the IRS 2008, R2, Manohar Kahaniyan has a readership of 37 lakh and ranks eighth amongst publications in all languages. Satyakatha is not covered by the IRS.
Both magazines were being distributed through the Central News Agency. Nath is sure that the readership will be revived through the Delhi Press’ distribution channel. “We will give a higher commission to the agents. The magazines enjoy popularity in Uttar Pradesh, Uttarakhand, Madhya Pradesh, Bihar, Delhi and, to some extent, in Rajasthan,” Nath adds.
Nath clarifies that Ashok Mitra will continue to be the editor of both magazines.
Delhi Press will try to woo readers through promotional plans at the point-of-purchase. Advertisers will be targeted through trade magazines. “Both Manohar Kahaniyan and Satyakatha have about nine advertisers. We will try to increase the number considerably through advertisements in the trade magazines,” Nath says.