Now an Outlook Lounge for air travellers

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | September 05, 2008
Outlook Lounge is the first custom publication from the Outlook Group

In addition

to in-flight magazines by individual airlines, frequent fliers will now have the opportunity to lay their hands on another premium lifestyle magazine called Outlook Lounge.

The magazine is the outcome of a tie-up between the Outlook Group and Delhi International Airport Pvt. Ltd (DIAL). The 104 page monthly magazine is available at all departure terminals of the IGI Airport in Delhi.

Talking to afaqs!, Maheshwer Peri, president and publisher, Outlook Group, says, "For a long time, we were exploring the available options for getting into custom publication. The association with DIAL has given us the opportunity to present a premium magazine for high net worth individuals. The monthly magazine presents informative and interesting content in a soothing manner with the aim of reducing the stress levels of travellers."

Maheshwer Peri
Outlook Lounge contains mixed content which includes exotic travel destinations, lifestyle, gizmos, music, movies and book reviews. It promises a full on infotainment package for the readers.

How different is Outlook Lounge, given that all airlines offer passengers in-flight magazines with similar content? Peri admits that the topics covered will probably be similar. However, the presentation of the content will bring about differentiation. With this objective, a new team was exclusively set up for the publication. All efforts have been made to ensure that Outlook Lounge is not perceived as a supplement.

Without revealing the exact number of copies to be rolled out each month, Peri says that with 70, 000 passengers using the airport daily, the first lot of copies disappeared quickly. He clarifies that arrangements are being made to ensure that copies are available at the departure terminals.

Talking about the revenue model and advertisers for Outlook Lounge, Peri explains, "The publication is a premium product with quality content. We have a good product for high fliers which occupies their spare time at the airport. Thus, all the premium and global brands have a ready target group (TG) to cater to through our magazine."

Without specifying the brands on board, Peri reveals that the first issue of Outlook Lounge had 30-33 advertisements representing a large number of luxury brands.

In an official communique, BS Shantharaju, chief executive officer, DIAL, says, "We are happy to have the Outlook Group as our partner in offering a complete infotainment magazine for travellers. It will not only inform them about new things happening at the IGIA but keep them up-to-date with the latest on lifestyle and entertainment."

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