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Source Publishers Group launches New Age Beauty, a Hindi magazine on beauty and style

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 24, 2010
The magazine is a bi-monthly focusing on hair, skin, beauty, cosmetics and style

New Age Beauty, a bi-monthly Hindi magazine focusing on hair care, skin care, beauty, cosmetics and style, has just been launched by the Source Publishers Group. The group has already managed a decent readership for its five-year-old English magazine, New Age Salon, which is aimed at salon and spa owners, as well as professional stylists.

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The plan to launch New Age Beauty in Hindi is due to the fact that people in remote areas do not understand English easily. To bridge the gap and through findings via research data, the company planned a beauty magazine in Hindi, specially for states such as Uttar Pradesh, Madhya Pradesh, Rajasthan, Gujarat, Bihar and Jharkhand. The magazine will also find appeal in the metros, as well as in major southern cities like Bengaluru, Hyderabad and Secunderabad.

Allen John, group manager, Source Publishers Group, says, "Our readers would be people who are beauty enthusiasts and stylists from beauty parlours. The magazine will include beauty and styling tips (also bridal), depending on the various seasons. We have some leading beauty brands advertising with us for the magazine. Advertisers also see the potential in the vernacular market and our magazine can make them reach there."

The group has chalked out a marketing strategy, where one complimentary issue will be provided to the subscribers of New Age Salon. To extend the magazine base, the stylists will be offered two issues for free in the beginning. Also, super subscription offers will be available in the form of direct mailers and tie-ups with leading beauty stores.

The price of the magazine has been kept at Rs 50. The company targets a readership of more than one million.