Worldwide Media recently launched the Bengali edition of its women's magazine, Femina. The magazine is also available in Hindi, Tamil and English editions. Priced at Rs 40, the Bengali edition hit stands with an initial print run of 70,000 copies on January 6 in the West Bengal market. The first issue has 140 pages and 30:70 ad-content ratio.
The initial promotional campaign for the magazine covers outdoor, print and digital media. Billboards have been put up across 15 key localities in Kolkata. Times Group's Bengali language daily Ei Samay was used to announce the launch of the edition. On the digital front, the magazine has used Facebook and its website, www.femina.in.
The digital version of the magazine will also be available on Magzter.com.
The group claims the USP of the magazine is its ability to bring to life the aspirations and inspirations of the woman in Bengal, simultaneously giving her a global perspective keeping the local flavour intact. Femina Bangla targets SEC A and A+ readers in the age group of 21-35 years.
WWM had been planning to come up with a Bengali edition of Femina for several years. In 2013, during the Durga Puja, it had launched a Femina Pujo issue, which it claims did extremely well.
Speaking over the decision, Chaitanya says, "The resounding reception and the compliments are still flowing in (for Femina Pujo issue). As for the research, we have taken the feedback and have consciously crafted content to meet the requirements of our Bangla reader."
She adds that Femina Bangla attempts to be as erudite, as progressive and as stylish as today's Bengali woman. "In terms of content, we have upped pages to do with fiction, Indian fashion and food in order to customise for the region. It is now for Femina Bangla to be the ultimate guide, buddy, agony aunt and much more than any magazine can ever be," adds Chaitanya.
WWM also launched Femina Salon & Spa, a magazine targeted at beauty professionals in December, 2013. Other stand alone Femina titles are Femina Brides, Femina Cookbook and Femina Parenting.
Apart from Femina, other titles from the stable of Worldwide Media are Grazia, Filmfare, Hello, GoodFood, Lonely Planet, BBC TopGear, Knowledge and Trends.