A Golden year for Femina Tamil

26 Mar,2012

By Archita Wagle


The 1st anniversary special issue of Femina Tamil was unveiled by actress Amy Jackson, cover girl for the issue, and Tarun Rai, CEO, WWM, at a party held at Taj Coromandel, Chennai. Leading city jeweller GRT Jewellers partnered with Femina Tamil for this event, providing select pieces of jewellery from their newest collection for the anniversary issue.


Femina Tamil was launched in April 2011, taking off from the parent brand with content customised to suit the modern, progressive Tamil reader.


The anniversary issue is a special 200-page issue with the focus on Tamil Nadu. It includes a tete-a-tete with 10 most gorgeous women of South India, the fun side of Chennai explored in 24 hours, and scoops on the biggest scandals to hit Tamil Nadu in recent years.


Additionally, there is a gold pendant that is the special cover mount for the issue. There is also a contest where readers can win jewellery vouchers, sarees, holidays and other gifts.


The marketing campaign for the anniversary issue spans radio, print, Facebook and on-ground visibility through display, POS and inserts.


Tarun Rai, CEO, Worldwide Media said, “We are very happy at the response that Femina Tamil has got, both from readers as well as advertisers. It has only been twelve months and Femina Tamil has already established itself as the magazine-of-choice of the discerning and progressive Tamil woman.”


Commenting on the 1st Anniversary Issue, Tanya Chaitanya, Editor of Femina & Femina Tamil said, “It has been a year of remarkable grit, inspiring stories and women power. It has been a year of Femina Tamil. A huge thank-you to all our readers who have helped us gain an insight into their lives and who have given us a thumbs up. Here’s to a great first anniversary and many more to come.”


‘The perfect magazine for the modern, progressive woman’

On the occasion of the first anniversary, MxMIndia talked to Tarun Rai, CEO, Worldwide Media, about Femina Tamil, the magazine industry, and whether there will be more Feminas in South India.


Q: With 2011 witnessing a decline in the readership figures of dailies, monthlies and fortnightlies, how comfortable were you launching a new magazine in such a scenario?

We launched Femina Tamil last April. For us, this was an entry into a new market where we tapped a whole new set of readers. The Tamil market is a large one, with multiple magazines being present in the Top 10 list of most popular magazines in the country.

We have targeted the 20-29year old SEC A Tamil-speaking woman who is modern, progressive and forward thinking. Based on previous IRS figures, there was no Tamil magazine that was popular with this segment and it provided us with a perfect opportunity to enter the market.

The increase in sales figures month-on-month has been promising and we are very happy to have been accepted by the readers.


Q: What was the different approach you took… positioning and branding?

Femina Tamil was positioned in line with the popular English magazines that are available in the market. The monthly magazine is a 140+ page glossy with production values and quality same as that of the parent brand Femina (English). The content is a mix of stories written specifically for the Tamil reader and popular features from the parent magazine.

The magazine was targeted towards the progressive, modern, Tamil-speaking woman in the age group of 20-29 years from SEC A.

All communication and branding was customised to speak to this woman – showcasing different aspects of her life and how Femina is the perfect magazine to suit her needs as she tackles different roles in her life. The campaign embodied the tagline of the magazine “for all the women you are”.


Q:What was the revenue model you adopted? How has it helped?

As in the case of all print media, this magazine also relies heavily on ad sales. The advertisers are a mix of local and national clients who have used this vehicle to reach out to their TG in this market. Additionally, we have relied on magazine sales through new channels like format bookstores like Landmark and Crossword. We have also worked aggressively to get subscriptions for the magazine. Tamil magazine market is primarily a sales driven market. We have rolled out several attractive schemes to bring in subscriptions both from ground activations as well as online channels through our subscription website www.timesmags.com and promotions on Facebook.

Femina Tamil is also available on Magzter, the popular online magazine portal where it is receiving a good response from the readers in terms of downloads and online subscriptions.


Q:There have been a lot of specials in the magazine. Was it a deliberate move? Has it helped?

Femina Tamil has had a special theme in all its issues – this has ranged from Akshay Tritiya special in May to Ddiwali, Pongal and Valentine’s Day specials. We have also had ‘shopping’ and ‘bridal’ special issues. The aim has been to give readers something interesting to look forward to in every issue.

Being a new entrant in the market competing against multiple old and established magazines, we have used our fresh and novel edit content to attract readers.

The special articles, along with other edit initiatives have helped us gain a dedicated reader base in the market in a very short space.


Some key changes we have introduced:

The cover girl is always a woman who is a celebrity in Tamil Nadu. In the past, we have featured Trisha, Asin, Shriya Saran, Shruti Hassan and Kajal Aggarwal and Deepika Pallikal on our covers.

The cover story is always an original story, covering topics that are relevant to t he reader.

We have introduced a special column called ‘I want’, where our readers meet experts and learn a new skill like make up or baking – anything that they want!


Q: Do you have the readership figures for Femina Tamil for the past year?

We have not participated in IRS in the launch year. However, we have seen a steady growth in our numbers both from Trade sales as well as Subscriptions from the launch issue onwards. This is a positive indicator that the magazine has been well accepted by the readers. We plan to become even more visible and active in the market in the coming months to capitalise on the buzz created by our recent marketing activities and consolidate our position in the hearts and minds of readers.


Our print run is 85,000 copies across South – 80 percent circulation is in TN, rest in main cities (Bangalore, Hyderabad and Cochin). While we have no IRS/NRS figs, however even if we take two readers per issue, we have 1,70,000 readers.


Q: What plans for the future? Are you planning to launch in other South Indian markets too?

South India is a vast market and is extremely exciting in terms of the scope it provides us to reach out to new readers. Yes, we are looking to launch in other South markets too.


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