youth centric tabloid Yuva, which was launched in August 2007, will be re-launched as a lifestyle magazine.
The youth oriented magazine will retain the name, Yuva and is expected to hit the stands in November. According to sources close to the development, the decision to shift from tabloid to a regular A4-sized magazine was taken after a survey was conducted to understand the youth's preferences. Magazine, radio and web turned out to be the media of choice, leaving newspapers far behind.
Another reason behind the repositioning is the interest of advertisers. A well informed source at Yuva tells afaqs!, "Though Yuva was getting a decent response from the readers, advertisers preferred the magazine format."
In fact, the source claims that the publication has received positive response from advertisers after deciding to change the format.
The focus of the magazine will remain the same, within the age group of 18 to 32 years. It will have regular sections, including current affairs, lifestyle, entertainment, investigative and research based stories.
However, a decision is still awaited on whether the periodicity would be fortnightly (like the tabloid), or whether it would be a monthly.
With the new identity, Yuva is aiming at pan India reach. Around 10,000 copies of the first issue will be printed.
To further strengthen its position, Yuva is planning a two phase launch. In the first phase, the Mumbai and Delhi bureaus will be launched. During the second phase, bureaus in Bengaluru, Chennai, Pune, Ahmedabad and Chandigarh will begin operations.
A 360 degree promotional campaign spread across all media is also lined up.