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International architect and design magazine Home Trends debuts in India

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | May 14, 2010
Worldwide Media has launched Home Trends in India. It also has publications such as Femina, Filmfare, BBC Top Gear, Hello!, Grazia and BBC Good Homes

Worldwide Media has launched international architecture and design magazine, Home Trends, in India. Home Trends' debut in India is its 11th edition.

An international brand, Trends was initially launched in New Zealand by the Dryden Johnson Group. The magazine is currently present in 10 countries including New Zealand, the USA, Australia, China, Indonesia, Singapore, Malaysia, Thailand, Hong Kong and the Gulf.

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In an official communiqué, Tarun Rai, chief executive officer, Worldwide Media, says, "Home Trends is not for the impulse buyer. We call it a 'bookazine' for professionals - and there is a lot of value we will be providing to these professionals. It will serve as a practical source of ideas and inspiration, with comprehensive details of each project featured. Moreover, home owners, too, will not mind 'investing' in this 'bookazine' to do up their homes."

The magazine is being positioned as the ultimate source of reference on architecture and design. The Indian edition of Home Trends will be a mix of international and Indian trends in the architecture and design space.

The publication will also feature works of Indian architects and interior designers.

The magazine will cover various subjects such as bedrooms, kitchens, exteriors and commercial design. The launch issue of the magazine touches upon all possible aspects of residential architecture, including remodeled homes and apartments, interiors and landscaping.

Home Trends will have 10 issues in a year, with each issue priced at Rs 250. With a number of design and home decoration magazines already available in India at half the price, where exactly does the new brand fit in?

Anupama Bhalla, brand publisher, Worldwide Media, shares, "There are well over 100 design and architecture institutes giving us great architects and designers, not to mention the ones already practicing; the real estate market has revived itself; the Indian consumer is keen to buy his home and create a unique space for himself between the walls. It's a huge market out there and Home Trends is a magazine that will be picked up by the design professional as well as the passionate homemaker."

Bhalla adds, "While the consumer should definitely have a choice in the market place - we believe Home Trends will fit their needs as an authoritative and informative global guide for homes."

As far as the content mix of the magazine is concerned, the publisher maintains that there is no fixed formula to follow. As Home Trends is about global trends, all issues will have a healthy mix of both Indian and international stories. To begin with, about 40 per cent of the total content will be local and the rest will be drawn from the popular international design styles.

For advertisers, the magazine is turning to brands that deal in kitchenware, bathroom ware, furniture and furnishings, tiles and builder projects - anything that has a connection with home making.

Talking about the marketing initiatives to promote the new title, Bhalla says, "Subscriptions will be a large percentage of our total sales. We are looking at appropriate data bases to reach out to audiences that would be interested in design and architecture. Design and architect institutes are also high on our list. There will be advertisements in Times of India and Economic Times. We are largely concentrating on trade journals and targeting the TG (target group) directly."

Home Trends will be available at select outlets including Crossword, Landmark and a few other key bookstores across Mumbai, Delhi, Kolkata and Bengaluru.

Worldwide Media is a 50:50 joint venture owned by the Times of India Group and BBC Worldwide. The group has to its credit titles such as Femina, Filmfare, BBC Top Gear, Hello!, Grazia, BBC Good Homes and Lonely Planet.