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BY OUR MEDIA EDITOR
1st October 2005
 UK-based
men's magazine Maxim is set to start publishing in
India next month. Maxim, which is owned by Dennis
Publishing, Great Britain, will be published in India by Media
TransAsia, which brings out several general and special
interest magazines in India under an exclusive license.
Currently, the only prominent men's magazine published in
India is Man's World, which is believed to sell
between 12,000 and 15,000 copies. Maxim sells four
million copies worldwide, and has editions in 29 countries.
The Indian edition will be the 30th international edition for
Maxim. Media TranAsia is exuberant at the prospect of
bringing out the leading British men's magazine in India, but
the challenge will be daunting. Despite the emergence of the
consumerist class and greater disposable incomes, the
potential subscriber-buyer base and advertisers' appetite
remains to be seen.
Women's magazine Marie Claire to be published in India
Currently, there are several women's magazines of
international pedigree published from India -- Elle and
Cosmopolitan for example - but none targeting the
species from Mars. Media TransAsia hopes to plug the vacuum
with Maxim.
"This is a great coup for us. Indian men are screaming out for
a magazine such as Maxim and we are thrilled that
we will be the first publisher to be able to satisfy the
enormous demand in the market," Rasina Uberoi of Media
Transasia India was quoted as saying.
 Said
Richard Bean, Maxim's international licensing director:
"Everyone is aware of the size of the market but the vitality
and the hunger is difficult to comprehend unless one has spent
time there."
Maxim India edition is expected to have an initial
print run of 80,000 copies. Maxim has been publishing
in the UK since 1995, and hopes to offset potential
Indian forays by British peers like FHM and Men's
Health by being here first.
There have also been unconfirmed rumours recently about
Daily Mail publishers Associated Newspapers eyeing the
Indian market.
BY OUR MEDIA EDITOR |
