‘Prevention’ is better than cure for ‘India Today’

‘Prevention’ is a health-care magazine aimed at 35+ women. A sister product of ‘Men’s Health’, it is being rolled out under a licensing agreement with US-based Rodale

Soon after launching the magazine, ‘Men’s Health’, in the country, the India Today Group is bringing in another health magazine, this time targeted at women.

Prevention

‘Prevention’, to be launched on March 24 under a licensing agreement with US-based Rodale, is the latest magazine from the ‘India Today’ stable. Both ‘Prevention’ and ‘Men’s Health’ originate from the same licensing agreement.

Priced at Rs 50, it is targeted at 35-plus Indian women. The 150-page magazine will kick off with a print run of 50,000 copies. Unlike ‘Men’s Health’, which is more a lifestyle product, ‘Prevention’ is totally focused on health and fitness.

Mala Sekhri

According to Mala Sekhri, publishing director, lifestyle, India Today Group, “‘Prevention’ will be loaded with health-based content. Credibility will be its strength. The main focus will be on doing in-depth stories related to fitness, nutrition, family and beauty. It runs on the belief that prevention is better than cure.”

Sekhri adds that anyone in the health environment is a prospective advertiser. “Be it an anti-ageing cream, health fruits, nutritional foods or lifestyle products, they will all look to advertise on ‘Prevention’.”

Sekhri is relying heavily on word of mouth to work for ‘Prevention’. She has a promotion strategy in place as well. Besides print campaigns on various IT publications, ‘Prevention’ will roll out a TVC soon.

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Mala Sekhri ‘India Today’‘Men’s Health’‘Prevention’