Infomedia India to launch ‘Cricinfo’, a magazine for cricket lovers

Publishing house Infomedia India, in association with The Wisden Group, is preparing for the nationwide launch of ‘Cricinfo’, a monthly magazine aimed at cricket fans. ‘Cricinfo’, which will be launched by the end of 2005, is targeted at urban adults and professionals, and priced at Rs 50.

Prakash Iyer, managing director, Infomedia India, says, “In a country such as India, where cricket is such a huge passion, I personally feel that providing information on the game is an under-serviced area. There is an untapped potential here, and that is where ‘Cricinfo’ will step in.”

Iyer says that the magazine will have a mix of Indian and international content. “We will invite writers from all over the world to send in articles and trivia on the cricket world. For instance, cricket expert Harsha Bhogle will be writing for the magazine, providing insights into the game,” he explains.

The magazine will provide in-depth information on the lives of cricketers beyond the game, what goes on behind the scenes in the dressing room and the pressure and angst that a team goes through. It will also profile cricketers. “The idea is to go beyond reporting the scores,” Iyer says.

Infomedia India is planning an initial print run of 80,000 copies. Although Iyer declines to divulge the exact nature of the marketing efforts for the magazine, he says they will include innovative activities – mostly events, followed by other below-the-line activities. SMS or mobile marketing and Internet marketing will be used as well. The magazine will be leveraged further by the website, www.cricinfo.com.

‘Cricinfo’ will be subscription based, but it will also be available at news-stands.

Incidentally, The Wisden Group had launched a magazine called ‘Wisden Asia Cricket’ in 2001 in India, but the product didn’t quite work out. But the company has big hopes now for ‘Cricinfo’.

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