Spenta Mutlimedia launched the Indian edition of the Italian architecture, interiors, art and design magazine on November 12. The magazine was originally scheduled to be launched in May 2011.
The Indian edition of Domus is targeted at India's well-qualified design professionals and consumers including architects, designers, artists, curators, photographers, builders, engineers, advertising professionals, students, and teachers.
Conceived in 1928 by architect Gio Ponti, Domus is an eight-decade-old Italian brand. Distributed in 88 countries, the magazine also has Russian, Arabic, Israeli and Chinese editions.
The inaugural edition of the magazine will have 140 pages in total, of which about 60 per cent content will be picked up from the international version of the title, while the remaining 40 per cent will be generated locally.
The magazine will be available through subscriptions and leading bookshops, art institutions, newsstands, and universities and colleges across all major metros, Tier 1, and Tier 2 cities. Interestingly, all ads in the magazine will be clubbed together in a section in the front of the magazine to give it an appearance of a magazine within a magazine format. "This will provide higher recall and reach for advertising and advertorials, because advertising is read as a curated document, and is almost independent of the main magazine," adds Davar.
The magazine will be sent out to the company's database of architects, designers, art professionals and relevant commercial organisations in the country, apart from being on the newsstands.
For the record, Spenta Multimedia's portfolio includes 36 custom and six consumer titles. The group publishes magazines across genres including travel, retail, lifestyle, hair and beauty, pharma, finance, insurance, gem and jewellery, apparel, and management.