afaqs!

Harper's Bazaar increases its cover price on its fourth anniversary

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | March 07, 2013
The international fashion magazine published in India by the India Today Group is celebrating its fourth anniversary in the country.

Considered one of the oldest fashion magazines in the world, Harper's Bazaar is celebrating its fourth anniversary in India this month. The anniversary special issue is 50 per cent taller than the regular size of Harper's Bazaar (A4).

Harper's Bazaar

Every March, to celebrate its anniversary, the magazine adapts this 'Tall' format. According to the company, the regular print run of the magazine is 45,000 copies, and there is an increase of 15 per cent for the anniversary special issue.

On its anniversary, the fashion title has increased its cover price by Rs 50, and will now sell the magazine at Rs 150.

The theme of the issue is 'Why Don't You...?' and the media house has extended this theme to its campaign as well. The line 'Why don't You...?' was initially introduced by one of its editors, Diana Vreeland, who began her 26-year career with the magazine with a column by the same name.

Harper's Bazaar India edition had asked designers, beauty pros and jewellery creators to give their suggestions, risks and tips for 'Why Don't You...?', which are featured in the magazine. There is also a shoot featuring 15 Indian designers acting out Diana Vreeland's original suggestions.

To promote the anniversary issue, the magazine has launched an outdoor campaign. Also, India Today Group's TV channels will air behind-the-scene shots of the cover shoot as well as a special episode of 'Why Don't You..?' reactions of the celebrities.

Mala Sekhri

Talking about the anniversary issue, Mala Sekhri, COO, Lifestyle Division & Music Today, The India Today Group, says, "Courtesy the 'Tall format', everyone, be it the advertisers or the readers, is at an advantage. While the advertisers have got more space, the readers will get more to read." The anniversary special issue has 296 pages, an increase of about 100 pages over regular issues of the magazine.

For the record, Harper's Bazaar has 27 international editions. The launch of Harper's Bazaar in March 2009 saw Swarovski crystals embedded on its masthead. In April the same year, the magazine introduced a leopard print masthead. The first anniversary issue in March 2010 was a Tall issue with Hrithik Roshan and Katrina Kaif on the cover.

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