afaqs!

Mercedesmagazine to make its debut in India

By Poojya Trivedi , afaqs!, New Delhi | In Media Publishing | June 21, 2010
Taking the commitment with its customers forward, Mercedes Benz is launching a magazine in India with an initial print run of 15,000

To strengthen the relationship with its customers, Mercedes-Benz India is launching a magazine next month. Scheduled to be launched on July 02 in Mumbai, the Mercedesmagazine is positioned as a lifestyle magazine and caters to the company's customer base.

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Speaking about the launch of the magazine, Debashis Mitra, director, sales and marketing, Mercedes-Benz India, says, "Owning a Mercedes-Benz is beyond owning another car...it's an experience, a lifestyle; a statement in itself. Through this magazine, we intend to nurture the same statement and open it on the canvas of word and colours."

Merecedesmagazine would have about 100 pages, of which about 20 pages would be dedicated to local content. The magazine from the German luxury automobile manufacturer would be launched with a print run of 15,000 and with an ad-content ratio of 40:60.

As for the content mix, Mitra tells afaqs!, "Through international as well as local content, the discerning reader will discover a vibrant cultural tapestry from all over the globe in its pages, covering celebrities, fashion, high-end living, exotic travel destinations, fine dining, art and the latest happenings at Mercedes Benz."

The magazine is for private circulation only and would be sent complimentary to the Mercedes-Benz customer base in India. However, it would be open to external advertisers with whom the luxury car-maker shares synergies. This includes high-end luxury and consumer articles such as watches, jewellery, fashion, accessories, cosmetics, eyewear, leather goods, home décor, and travel luggage; tourism, holidays and leisure; communications and entertainment.

A full-page ad in the magazine would cost Rs 225,000; while a double-page ad would cost around Rs 405,000.

The magazine has been around for two decades in other parts of the world. It is already published, quarterly, in Germany, France, Italy, Netherlands, United Kingdom, Spain, and the Middle East.