afaqs!

Time Out Mumbai to increase its cover price from seventh anniversary onwards

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | August 26, 2011
The art and culture city-centric magazine will celebrate its anniversary on September 2 with a 200-page issue.

Time Out Mumbai, a city-centric entertainment and lifestyle magazine by Paprika Media, will complete seven years of existence in September, this year. To celebrate the occasion, the magazine will come up with a 200-page issue that will talk about the 'Power of Seven'. Time Out's cover price will also go up from Rs 40 to Rs 50, starting from its seventh anniversary.

The lead story of the issue will talk about seven things, people or institutes that have changed the game (in their respective fields), in Mumbai. The group has also planned an on-ground event to celebrate seven unique things about Mumbai, during which seven shacks (at Joss, Mumbai) will highlight Mumbai's characteristic street food, fashion, art, culture and music.

The food shack at the event would include Vodka pani puri, Mumbai paan with a twist, Mumbai vada pav, Ayub's rolls and kebabs, and Malwani (coastal) food.

The art shack would include exquisite art work, antiques, precious stones, imitation jewellery, and artifacts; the fashion shack will have fashion picks from Colaba Causeway, demonstrating the busy streets of Colaba, but with a noble cause attached to it, and boulevard fashion that will pick up clothes brought in by the guests and distribute it to street kids and orphanages.

The issue will be promoted through billboards, radio, digital and newspapers. A special drive at book shops and magazine stands will also take place.

Rajnish Rawat, chief executive officer of the company, says, "We have very aggressive plans to take our events and activations division forward. We are creating on-ground properties around various genres which Time Out covers. We are, for example, currently working on Time Out food award, a literature event in Mumbai, a city festival, and other events." As far as on-ground events are concerned, the magazine will concentrate only on the sections it has expertise in -- nightlife, clubs, food, art, literature, city, and theatre.

Paprika Media is also planning to initiate an aggressive circulation drive that will focus on segmentation based on the interests of people. The drive will focus on people who are interested in art, theatre, nightlife, food, music and books.

The magazine is also sprucing up its digital presence with a new website for Timeout India. The next step will be to create mobile applications. It is also on a lookout for Time Out digital editions in new cities, but that will be sometime next year.

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