Bhaskar Group launches ‘YO’ magazine for kids

The Bhaskar Group has launched ‘YO’, a magazine for children in Chandigarh. ‘YO’ will be distributed along with ‘Dainik Bhaskar’ on alternate Fridays, which makes it a bi-monthly tabloid.

‘YO’ will target readers aged 9-14 years. This magazine will further strengthen the group’s offerings for children, since it already has a children’s magazine called ‘Bal Bhaskar’, which is also distributed with ‘Dainik Bhaskar’ on the other alternate Fridays.

On Fridays, therefore, the paper will cost an additional 50 paise, making its cover price Rs 2.50. However, the paper will be available without the magazine as well.

While ‘Bal Bhaskar’ is available only in Hindi, ‘YO’ will be available in both Hindi and English. The major differentiation will be in terms of content, as the Bhaskar Group believes that the content requirement in the kids’ space is increasing.

For instance, ‘Bal Bhaskar’ will cater to kids’ entertainment, while ‘YO’ will offer more infotainment and knowledge based content. As Girish Agarwal, director, Bhaskar Group, says, “YO has been launched to engage the children in their areas of interest and issues in their language. Apart from puzzles, contests, comics, etc., children will be entitled to rate and add to the content of the magazine.”

According to Sanjeev Kotnala, senior general manager, Bhaskar Group, the magazine will be bilingual, keeping in focus the readers’ and their families’ dream of a cosmopolitan existence in a rapidly globalising world, without losing their core Hindi identity.

The group recently launched ‘Quest’, a career and education special along with ‘Dainik Bhaskar’ in Chandigarh.

© 2006 agencyfaqs!