Femina changes to keep pace with readers

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing
Last updated : January 15, 2010
Femina, the women's magazine, has got a makeover and a new positioning

Femina is undergoing a makeover to keep up with the times. The revamp includes a change in positioning, as well as new content. As women's preferences and priorities have changed over time, Femina wants to stay connected to the reader.

Tarun Rai, CEO, Worldwide Media, says, "This brand new avatar is to celebrate how far the contemporary Indian woman has come, and continues to be a beacon of change for her."

The magazine's positioning has been changed to 'For all the women you are', as a salute to the multifaceted woman of today. The content will incorporate inputs from readers. Besides, new sections, new layout and visuals will be incorporated, in order to help the magazine cater to the new tastes and intelligence of today's readers.

'Believe' was the earlier positioning of the magazine. "With 'For all the women you are', we are paying a tribute to the multifaceted woman of today, who is more than one person, playing more than one role," says Prachi Tiwari, brand publisher, Femina.

Tanya Chaitanya, editor, Femina, says that the makeover is a result of reader feedback. "Over the past year, we asked readers to tell us exactly what they wanted more of in Femina, what they had outgrown and how they would like the magazine to be."

Among the new sections are: 'women just like you', which provides inspirational stories and first-person accounts of women that readers can relate to; 'your life your way', a column that represents a woman's personal universe and tips to help her rule it; and 'your IT list', the fashion and beauty sections. Some other new sections are 'your fortnight with Femina' and 'your space'.

A positioning-led campaign will soon roll out across print and online. Femina will also implement women-specific brand building activities to convey the change.

Worldwide Media is a 50:50 joint venture between Bennett Coleman & Co. and BBC Worldwide. The company owns titles such as Filmfare, Top Gear, Good Homes, and Hello!.

First Published : January 15, 2010

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