New mag Beat targets YUMPIs

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | November 07, 2008
The magazine will hit the stands in Delhi in December


addition is the name of the game. Mid-Day, the tabloid for young urban mobile professionals (YUMPIs), in a 50:50 joint venture with MaXposure Media Group India, has decided to come out with a culture and lifestyle magazine called Beat.

Priced at Rs 10, Beat is being offered as an interactive supplement providing young readers with information on what to do and where.

Manajit Ghoshal, chief executive officer, Mid-Day Infomedia Ltd, says, "Mid-Day has the unique advantage of reaching out to YUMPI readers in the afternoon hours and this section is always on the lookout for locally relevant, lifestyle focussed information. Beat is another good example of our efforts at keeping our engagement quotient with this audience high."

Initially, Beat will be launched in Delhi, the first issue rolling out in December. Subsequently, it will also be launched in Mumbai, Pune and Bengaluru.

Vikas Johari, managing director, MaXposure, says, "The venture gives us a tremendous opportunity to reach the elusive but coveted audience of urban professionals which comprises Mid-Day's reader base in these four major cities."

Johari claims that the magazine, which is targeted at young go-getters with ample disposable income, is a merger of the newspaper and tabloid formats, with the end product sporting a glossy magazine's layout.

Beat will be available free of cost to Mid-Day subscribers. Copies will also be available at news and magazine stands.

Prakash Johari, chief executive officer, MaXposure, says, "Beat will break convention by putting 'lifestyle' on a pedestal. MaXposure has established itself in the niche luxury lifestyle market. Now, with a city based lifestyle magazine at a modest price of Rs 10, Beat will bring about a change in perceptions, serving the lifestyle needs of the masses."

For the record, MaXposure is the publisher of the lifestyle title, Andpersand.

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