Special interest magazine publisher Next Gen Publishing has announced the launch of Popular Science India, the ninth magazine from the group. The magazine will hit the stands in August, and will cost Rs 100.
Next Gen is introducing Popular Science in the country, licensed from Bonnier Corporation, one of the largest consumer publishing groups in the US. Popular Science has been a leading source of science and technology news all over the world, since its inception in 1872.
On the development, H S Billimoria, chief executive officer, Next Gen Publishing, says, "Popular India brings about a change in people's perception of science and technology by presenting a steady stream of news on cutting-edge research and technology happening in laboratories all over the world."
Girish Mallya will be the editor and publisher of the title in India.
Mallya tells afaqs! that while in the short run, the content will be largely international, in the days to come, the content will have more relevance in the Indian context.
Mallya is confident that the magazine will find acceptance, as the target audience, though niche, is not small. "There is no direct competition, really. While we may be creating a separate niche, it is not really that. We are all fascinated by science. We watch the various channels on television and stay updated on the innovations in the field. We are targeting a mature audience, male, in the 25-40 age group. At the same time, we cannot neglect young students," says Mallya.
Next Gen is undertaking several initiatives in collaboration with the government to ensure that the magazine is available at various libraries across educational institutes to reach out to students.
The digitised version of the magazine is already available on Zinio.com, a US-based digital publishing solution provider. Next Gen tied up with Zinio last year, to digitise its print titles.
Next Gen Publishing, an SP Group-HDFC enterprise, has among other titles, Car India, Bike India, Smart Photography, Computer Active, The Ideal Home and Garden, Mother and Baby, Power Watch India, and Commercial Vehicle.