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Malayala Manorama Revamps The Man As Luxury Magazine

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 ‘general lifestyle magazine’ to a ‘high-end luxury magazine’, 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, ‘The Man’ 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, “The main aim behind the decision to revamp the magazine is to change the outlook of the readers. The perception that ‘The Man’ is just another men’s 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.”

Mathew continues, “If you notice, ‘The Man’ 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.”

Due credit goes to the company’s already widespread network, because of which ‘The Man’ 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 – 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),  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 ‘The Man’ in the online space ( as well, shortly.

The cover price of “The Man” magazine remains unchanged at Rs 100.

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