A magazine is a product of choice for readers

The Delhi Press Group was born almost a decade before India's birthday. Today, so many years and 31 magazines later, it is mulling the idea of a digital leap into the world of iPads. The Delhi Press Group's offerings delight readers across the demographic spectrum. The group's Saras Salil, for instance, is the magazine with the highest readership in India (97,00,000). And Champak, the infotainment source for children, has a readership 40,00,000. Other well-known brands of the group include Sarita and Caravan.

In an exclusive interview with Adgully, Anant Nath, the Delhi Press Group Director, talks about the group's sterling history and its surge towards the future.

Adgully: Seventy years, 31 magazines, and 9 languages¦these are striking numbers¦

Anant Nath: Well, we started with one magazine, Caravan, in 1940 in a small central Delhi establishment. So, all in all, it has been a rewarding journey because our group's magazines have managed to create vast swaths of dedicated readership.

AG: Given your stellar record, are you eyeing new markets, language, or genres?

AN: We have always aspired to organic growth, and have proceeded in a steady and measured manner. And we continue to adhere to that tactic. We do not have any immediate plans, but any new media venture will be on the print platform, to begin with. Besides, we would like to have as many magazines as possible in many different languages.

AG: Any plan to venture into the dailies space?

AN: Not as of now, but we do deliberate on the idea. It is a difficult market to enter.

AG: Seven of 13 leading brands of the Delhi Press Group are women-centric offerings; is there a considered strategy at work?

AN: Periodical brands targeted at women have wielded a greater recall value and have been more successful than other brands. But it must be noted that our publishing house has diverse offerings. For instance, Saras Salil, which is the magazine with the highest sales in the country, is not a product for women. And, Sarita, which is often mistaken to be a women's magazine is actually a socio-political periodical.

AG: You launched Caravan and renamed it Alive. Later, you re-launched Caravan, and Alive survives as a separate entity. What explains this evolution?

AN: The original Caravan, from the time it was launched till today, is an English magazine marked with literary flair. It was renamed in 1988 based on the personal judgment of the editor. The rationale was to refurbish the magazine's personality. Its renaming was a part of the revamp plan. And recently, we again launched Caravan, a new magazine bearing a familiar title we could take advantage of. The new Caravan focuses on culture, politics and society, whereas Alive is a general interest magazine. The magazines demonstrate different styles of journalism and attract separate sets of readers.

AN: Understand the potential of magazine advertising and how it engages the audience. There are clear and visible benefits of advertising in magazines, which are among the most engaging mediums. A magazine is a product of choice for a reader; it is not imposed on anyone. And more time is spent reading a magazine, by appointment, than in consuming any other medium.