Femina to woo ladies in Tamil

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | March 24, 2011
The regional version of the magazine will be available across Tamil Nadu from March 25.

Femina, the women's magazine by Worldwide Media (WWM), a joint venture (JV) between BCCL and BBC Worldwide, has launched the first regional version of the title. Starting March 25, Femina will be available in Tamil.

The monthly title will have an initial print run of 75,000 copies. The magazine will be available in 21 cities in Tamil Nadu, as well as in Bangalore, Hyderabad and Kochi. It will have an inaugural cover price of Rs 30 for the first six months. The price will be increased to Rs 40, subsequently.

In 2009, WWM introduced the Hindi version of this 52 year-old magazine in the market. The Tamil edition will target the progressive Tamil speaking woman in SEC A & A+, between 20-29 years of age, who is extremely brand conscious and fairly evolved in her lifestyle and aspirations.

Tarun Rai, CEO, Worldwide Media, says, "Our research has shown that there is a sizeable segment of progressive, Tamil speaking women who are looking for quality content. I am sure some of our other magazines will follow suit with their Tamil editions."

According to the company, its research highlighted the fact that there is a huge market for a magazine for progressive Tamil-speaking women who are looking for quality content. While there are a number of extremely popular Tamil women's magazines, there is still space for a new magazine that caters to the reading needs of the evolving Tamil speaking woman.

The Tamil version of Femina will have both national, as well as local advertisers. It is being positioned to serve as an additional vehicle to reach out to their potential readers.

Through this regional edition, the group is attempting to tap a whole new set of local advertisers in the market. The new offering, on an average, will have 150+ pages in every issue.

The Tamil version will leverage the content of English Femina and will cover various facets of the lives of modern Tamil female audience. But, it will also have content customised for Tamil readers, providing insights into fashion, beauty, lifestyle, relationships, career, food, and travel. There will be a balance of features, created specifically with the reader's preferences and values in mind.

It will also cover personalities, events, happenings and brands, not only from Tamil Nadu, but also from entire South India.

The magazine will be distributed through a wide network of newsstands, as well as format stores like Landmark and Crossword. The group will also push subscriptions of the magazine through various on-ground initiatives and through the subscription route.

The launch of Femina Tamil is being supported by a marketing campaign spanning print, radio, on-ground, POS (point-of sale) branding, and online activities.

The FPA (full page ad) rates for Femina Tamil is Rs 1.5 lakh, while that of Femina English is Rs 4 lakh.

In an official communique, Prachi Tiwari, brand publisher, Femina, says, "The Tamil edition will carry on the legacy of the mother brand, reflecting what matters to the Tamil speaking reader, and finding newer ways to connect with her changing lifestyle and ambitions."

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