Food and Nightlife magazine completes a year

By Anushree Bhattacharyya , afaqs!, New Delhi | In Media Publishing | October 08, 2010
The magazine, which has also increased its cover price from Rs 30 to Rs 50, has lined up an array of marketing initiatives on the occasion of its anniversary

Launched in September 2009, Food and Nightlife magazine has completed one year. The magazine, which targets the food & beverage and hospitality industry, has increased its cover price from Rs 30 to Rs 50.

Sumit Goyal, publisher and editor, Food and Nightlife, tells afaqs!, "We cater to one of the largest industries like food & beverage and the hospitality sector. For the last one year, we have been constantly providing the readers with a comprehensive read, with detailed information on restaurants, nightclubs, parties, music, art, fashion and lifestyle. The anniversary issue is dedicated to the celebration of luxury in food."

The magazine has lined up an array of marketing initiatives, which includes month-long outdoor, online and social media campaigns, beginning from October 15 and continuing up to November 2010, in major cities such as Delhi, Mumbai, Bengaluru and Kolkata.

In order to promote subscriptions, the magazine has started a door-to-door marketing drive, wherein readers are offered three years' subscription for Rs 1,800. Moreover, in November, the magazine will organise the Food and Nightlife awards.

Awards will be presented in two main categories: Customer Choice, which has 15 categories, and Jury Awards, which comprise 12 categories. As per sources in the company, the magazine has tied up with radio channel, Big 92.7 FM and the tabloid, Mid-Day for the promotion of the awards as well as the anniversary issue.

Meanwhile, the magazine, which currently has presence in Delhi and Mumbai, has increased its reach to other cities, which include Pune, Hyderabad, Bengaluru, Kolkata and Lucknow. For distribution, the magazine has tied up with various five-star hotels, where it has a presence in the rooms. Additionally, various restaurants, major airports and metro stations have also subscribed to the magazine.

Talking about circulation, Goyal says, "The magazine currently has a circulation figure of 35,000 copies for Delhi and Mumbai. With expansion, we are aiming at increasing the figure to a lakh copies in a year."

Food and Nightlife magazine has a mix of advertisers, ranging from brands such as Reliance to restaurants, online companies and liquor brands.

The magazine also has online presence through an e-mag on the website, The e-mag is currently available for free; however, readers will soon need to subscribe to it.

Goyal explains, "As we have been able to create a good user base, from November onwards, readers will need to subscribe to the e-mag, which will be available three to four days after the publication of the magazine. At present, we are working at drawing special packages for subscription for readers on the Web."

The group also plans to bring international titles to India by next financial year, the details of which have been kept under wraps for the moment.

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