Targets high spending advertisers in luxury segment by converting a regular lifestyle magazine to luxury magazine.
Dilpreet Kaur | Delhi | October 14, 2010
The Man Magazine has revamped itself from a âgeneral lifestyle magazineâ to a âhigh-end luxury magazineâ, starting its October issue. From a new masthead to a new look , a world class design, enhanced lay out & printing and a sharper cutting- edge approach to premium lifestyle topics in the choice of articles and photos, everything has been repositioned for a new, classy look.
The October issue features the gorgeous actress Soha Ali Khan on its cover page, where she speaks about royalty, class, elegance and luxury. Previously too, the magazine has featured eminent personalities like Priyanka Chopra, Amisha Patel, Vidya Balan etc on its cover page. Part of the Malayala Manorama Group, âThe Manâ covers the latest trends in fashion, style and is tagged as 'the luxury magazine for the discerning male'.
Speaking about the revamping, Riyad Mathew, Senior Assistant Editor and Chief General Manager, Malayala Manorama Group, said, âThe main aim behind the decision to revamp the magazine is to change the outlook of the readers. The perception that âThe Manâ is just another menâs magazine that thrives on scantily-clad women and some gizmo funda, as is the norm. In most of the publications, specialization that caters to the ever-changing requirements of the reader, as well as clients, is the most important thing. Constant innovation and effort is to give the most to the readers as well as the advertisers.â
Mathew continues, âIf you notice, âThe Manâ gets a lot of advertisements that are in the FMCG and mass-market segments. But in due course, there will be a time when these advertisers will also want a sharper target segment and will start tuning and positioning ads aimed at specific categories. Of all the niche categories, luxury clients are some of the highest spenders. So, as a matter of fact, in a lot of ways, this decision to convert from a regular lifestyle magazine to a luxury magazine will prove to be fruitful.â
Due credit goes to the companyâs already widespread network, because of which âThe Manâ has a well developed marketing and distribution network across India and the Gulf region. The core idea is to make the optimum use of this network. The main focus of the magazine will be towards the niche luxury market and it will help in delivering the best to clients operating in high â end luxury lifestyle and fashion area. With their unique presence through automatic vending machines at all airports in India (something no other luxury magazine has), Â tie-ups for distribution through five star hotels, credit card companies and high-end clubs, THE MAN is uniquely positioned to reach the High Net-worth Individuals (HNI) that these advertisers are trying to target.
An advertising campaign is also being planned, leading from a soft launch this month to a big-ticket campaign in December. There will be a major revamp of âThe Manâ in the online space (www.theman.in) as well, shortly.
The cover price of âThe Manâ magazine remains unchanged at Rs 100.