afaqs!

Women's magazine Femina now in Hindi

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | October 31, 2008
Femina Hindi will be priced at Rs 40

Femina, the & #BANNER1 & # women's fortnightly English magazine, is celebrating its golden jubilee this year and has announced a Hindi edition to mark the occasion.

In an email interview with afaqs!, Tarun Rai, chief executive officer, Worldwide Media, which publishes Femina, says, "This is Femina's 50th year and we felt that it was time to reach out to a larger audience and offer the quality content that women across India have come to expect from Femina English."

In the attempt to reach out to a larger audience, the publishers are exploring other language editions of Femina as well. Currently, Femina claims to have a circulation of more than 2,00,000 copies.

Femina Hindi aims to occupy the top end of the Hindi speaking and reading segment, SEC A. This group has considerable purchasing power and is of immense interest to large sections of advertisers. The initial print run for the magazine is 1,00,000 copies.

Like its English counterpart, Femina Hindi is also priced at Rs 40. Interestingly, while the English title is a fortnightly, the Hindi version will be a monthly. Depending on the response of the readers and advertisers, it may be converted into a fortnightly later.

The core content of Femina Hindi will be the same as that of the English edition. It will offer write-ups on subjects such as health, career, beauty, fashion and relationships. However, the content will be modified according to the requirements of the Hindi readers.

A slew of activities have been lined up to celebrate Femina's golden jubilee. Among those Rai lists are the White Ribbon Initiative to raise awareness about osteoporosis among women. Femina will also come up soon with a special issue on the 50 most beautiful women in India.

Talking about the last 50 years, Rai says, "Femina has been friend, philosopher and guide to Indian women over the years - sometimes reflecting the change they are going through and sometimes helping them change. And all through, Femina has been real. That's the reason why Femina has remained relevant over five decades."

The title has evolved as a product and reworked its positioning, donning different looks to remain in sync with the changing tastes and preferences of Indian women - from 'The Woman of Substance' to 'Generation W'.

Femina's current positioning revolves around the modern Indian woman's success and her belief in herself, which is captured in the tagline, 'Believe'. As a result, today, the magazine appeals to a younger audience; according to studies, its core target audience is 28 year old urban women.

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