BS Motoring rebranded as Motoring World

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | January 13, 2014
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Business Standard Motoring, the auto magazine acquired by Delhi Press in April, 2013, has been rebranded as Motoring World.

Starting this month, Delhi Press-owned BS Motoring has been rebranded as Motoring World. For the record, the magazine was formally acquired by Delhi Press on April 16, 2013 from Business Standard after 18 years of its association with the paper.

Motoring World

Anant Nath

The change in the name is a part of repositioning done by the group for the magazine.

Speaking on the change, Anant Nath, director, Delhi Press, says, "Over the last 15 years, Motoring has carved a well-placed niche for itself as a publication devoted to the interests of auto-enthusiasts and lovers. Our endeavour, since the time we have taken over the magazine, has been to continue to shape it in a way that it stands apart by its cliquish flavour, bold visual representations, innovative columns, nuanced writing and varied topicality, serving as an authentic forum for satisfying the interests of worthy auto - aficionados. Now with a new design, an updated edit menu and a new brand identity, we hope to continue the magazine's evolution in these respects."

The group aims to give it the look of a lifestyle magazine.

Pablo Chaterji, managing editor, Motoring World, says "As a special motoring magazine, we have always catered to the auto-enthusiast, and brought them an unadulterated view of the motoring world. Motoring World is going to be positioned as a premium, sophisticated car and bike magazine. It will have a clean, spare, uncluttered and classy look in terms of design and layout, and the writing will be nuanced and authoritative, yet witty and irreverent. The idea is to have a lifestyle magazine look and feel."

Prior to the takeover by Delhi Press, BS Motoring was circulated in the 12 markets of Business Standard. After April 2013, the circulation has widened through more than 3,000 distribution agents of the magazine that cover large parts of both North and South India.

The magazine now aims to appeal to auto enthusiasts, road travellers and prospective automobile buyers. It targets people in the age group of 20-45 years belonging to SEC A, A+, B and, to some extent, C.

The change in the positioning will be communicated to readers via an outdoor plan (that will begin within the next fortnight) and a considerable digital push. For the advertisers, it will run a campaign across different trade portals and ads in the other Delhi Press magazines. The social media presence has been enhanced, with Facebook 'likes' growing from 12,000 in April to more than 80,000 as on date.

It has also increased the presence of the digital version of the magazine, through (powered by Wink), Magzter and Readwhere.

Motoring was started as a single page dedicated exclusively to automobiles in 1995. In 1998, it was turned into a standalone quarterly magazine. The magazine became a monthly offering the next year, in January 1999.

Delhi Press was established in 1939 and today publishes 36 magazines in 10 languages, including TheCaravan, Woman's Era, Grihshobha, Champak, and Saras Salil. It is a full service publishing house with its own printing facilities, distribution and logistics company that reaches out to more than 3,000 magazine distributors and agents.

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