afaqs!

National Geographic Magazine celebrates 125th anniversary

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | September 24, 2013
The issue is dedicated to exploring the power of photography.

National Geographic Magazines

National Geographic Magazines

On the eve of its 125th anniversary, National Geographic Magazine that was brought to India by Amar Chitra Katha (ACK) Media, is coming up with a special issue dedicated to photography.

The issue features the work of five photojournalists who are using photography to affect change, document life, and push the boundaries of the medium. It also includes smaller 'moments' with dozens of other photographers, showcasing work from the magazine's extensive archives and explores the future of photography on social media and the web.

Speaking to afaqs!, Chris John, EVP, group editorial director and editor-in-chief, National Geographic Magazine, says, "National Geographic Magazine will mark its 125-year anniversary with the October 2013 issue, which is dedicated to exploring the power of photography. Our ultimate goal with the issue is to create a meaningful and entertaining celebration of photography through the lens of National Geographic."

Several photographers who are featured in the October issue, along with editors who worked on it, presented a preview of the October 2013 issue of National Geographic Magazine at the Visa pour l'image, the international photojournalism festival in Perpignan, France in early September.

For the anniversary issue, the magazine has increased its print run by 50 per cent but maintained its cover price at Rs 275. The magazine claims to have a subscription base of 40,000 and sells around 25,000 copies through retail in India. For its 125th anniversary issue, it is open to all brands for ads.

It has planned a slew of activities on television, radio, digital and on ground to promote the issue.

Chris John

Manas Mohan

Television advertising will be done through Fox/NGC channels. On ground will focus on activities at airports and other key retail outlets, where it will have displays and other activations. The magazine is also engaging its readers through contests on radio, panel discussions and consumer promotions in print and social media (https://www.facebook.com/NGM).

The main focus for promotions on the digital medium will be its website (www.nationalgeographic.co.in) that gets more than 8 million views monthly.

Manas Mohan, COO, ACK Media and Publishing and director, National Geographic Magazine India, says, "The Indian market is witnessing a shift toward specialty magazines that have a niche target audience, which is willing to pay a premium to read about its specific interests. However, while general interest and entertainment magazines are rapidly losing out to other media including TV, the internet, radio and daily newspapers, special interest magazines are able to hold the attention of their target audience. Lifestyle, women's and niche magazines are witnessing consistent and increased acceptance among their readers and advertisers. This is expected to boost the country's specialty magazine segment."

National Geographic Magazine was brought to India in 2012 after ACK Media bagged the licensing rights for it. It has 40 editions that come out in 36 languages including English. Owned by National Geographic Society, the magazine was started in 1888.

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