The group is planning to bring out a broadsheet magazine on October 2 as a climax to its ‘India Empowered’ campaign
A special edition of the ‘Indian Express’ newspaper will greet Mahatma Gandhi on his 136th birth anniversary. In a first-ever attempt by a newspaper to bring to its readers a collector’s edition comprising specially created content, the group is planning to launch a 64-page, full-colour, broadsheet magazine.
Sandipan Deb, editor, magazines, ‘Indian Express’ group, says, “We were basically looking at a climax to our ‘India Empowered’ campaign, and also at an attempt to do something different. This is the first time ever that a newspaper will bring out a special edition, because until now, only magazines have done it.”
Deb clarifies that the special edition is not a supplement, but a complete magazine, even if it is distributed along with the day’s newspaper. He says, “We are looking at giving our readers something special.”
The publication will be printed in magazine format on good quality paper, and not on newsprint. Editorially, the content will emulate magazines. It will include stories from across India on the empowerment theme, columns by eminent people, including the President and Prime Minister of India, opinion polls on issues that are of concern to citizens and the aspirations and expectations of the people of India.
“While we will continue with the ‘India Empowered’ property, this will be like a for-now grand finale to the campaign,” says Deb.
The idea has gone down well with the advertisers, insists Deb. To maintain quality, however, the broadsheet magazine will only include advertisements from blue-chip companies or public-sector majors.
The group plans to continue with the strategy of launching special editions, if the first attempt finds takers amongst the readers.
For the record, the ‘Indian Express’ group currently brings out 29 national editions and three language dailies, which reach over five million readers across the country. The ‘Indian Express’ group publications include the ‘Indian Express’, ‘The Financial Express’, ‘Loksatta’ and the Bollywood weekly, ‘Screen’.
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