Ever since India opened up FDI in print media, particularly in the last two years, over 200 print publications were launched in the country. Except for the publishers themselves, no one knows the fate of these publications. This is particularly an area of concern when over 80 per cent of the launches were in segments with existing competition.

If you were to ask us, we too will not have any specifics to offer. But, the general market talk is that most of these are surviving - not on revenues realized, but publishers' own money and hope. A hope that ad pages will increase and average page yields will improve!

The spate of launches has seen existing newspapers' newer editions, newer newspapers, newer local magazines, licensed international lifestyle and B2B titles, title acquisitions, company acquisitions, joint ventures and even wholly-owned subsidiaries of prominent international publishers.

In most of the market segments where publications have been launched, the readership has not grown by more than even five per cent. New advertisers have not grown by more than five per cent. But, the number of publications has actually grown by almost 100 per cent. All publications are vying for the same reader, for the same advertiser.

One prominent international licensed lifestyle title that we know of has an average page yield of about Rs 20,000 (US $ 500). It has been around for two years now. And, we have reasons to believe that the local publisher would still be considering it a profitable exercise.

Under-cutting of ad rates and gross cheating of advertisers is rampant. We know of certain local publications that have a print-run of no more than 2,000 copies (yes, print-runs), claiming a circulation of over 40,000 copies in the market. Ad rates, consequently, get very easily discounted by even up to 70 per cent. The advertiser feels she got a huge discount, while the small publisher is happier with the money that he managed to "steal".

On the Internet, a majority of the publishers, including those in the top 10 category, have no strategy at all, while one would expect that the least that they would have is a botched up strategy. A majority of the conventional publishers are technologically-challenged or technologically-impaired.

There is no method to this madness whatsoever. And, it continues unabated.

Will the Indian Magazine Congress to be held on October 8 provide some answers?

We invite you to offer your views / experiences in this market to publisher@chronosphere.biz. We look forward to summarising these observations in the next issue.

New York-based Condé Nast's fashion magazine, Vogue, is all set to hit the Indian newsstands. The magazine would be officially launched at an event in Jodhpur on September 22.

The Indian edition will be Vogue's seventh edition. The magazine will have pages varying from 160-180 depending on the content, of which at least 30 pages would be dedicated to information about beauty.

According to Priya Tanna, editor, Vogue India, the magazine aims to come up with content that would be relevant and suited to its readers' lifestyle. The magazine would try to incorporate a blend of beauty and fashion. Experts from the field of fashion and beauty will offer their expertise and advice through the magazine.

The third edition of the Indian Magazine Congress will be held in Mumbai on October 8, 2007. The Indian Magazine Congress and its organiser, the Association of Indian Magazines (AIM), will focus on taking the 'magazine discussion' to the next level during the two-days of the congress.

Living Media CEO and AIM president Ashish Bagga said that as magazines are more specialised and engaging compared to other traditional media form, embracing and leveraging the digital opportunity would provide both challenges and opportunity in making this medium more engaging and intense.

EFYBonanza, India's "first" direct-order mailing catalogue has been launched. It features latest gadgets and accessories for its readers. The mail-order catalogue is supported by a portal - www.efybonanza.com.

The primary goal for EFYBonanza is to create a market for cutting-edge technology products and accessories.

Ramesh Chopra, managing director, EFY Group, said, "The reason why we launched the direct-order mailing catalogue is that we wanted to facilitate tech-lovers all across India to be able to buy products which feature state-of-the-art technology. Thanks to the printed catalogue, which accompanies publications like Electronics For You, we can reach up to 660 towns and cities across India! While many brands are figuring out a strategy to penetrate Tier-2 cities, we will provide them access to tech-savvy customers in Tier-n. At the same time, our readers are sure that they are getting the 'Best Deal'."

Dainik Bhaskar has bagged the Asian Publishing Management Awards in the category called launch of best local title for its Punjab launch.

The group also won a merit award for its circulation in Punjab.

The award ceremony took place in Kuala Lumpur, Malaysia.

Dainik Bhaskar managing editor Jagdish Sharma and general manager of circulation Anil Singh, received the awards on behalf of the Dainik Bhaskar team.

* Financial Express launches its Lucknow edition
The Indian Express Group has launched the Lucknow edition of Financial Express. The financial daily is aimed both at the business people as well as management students. Priced at Rs 3 from Mondays to Saturdays and Rs 10 on Sundays, the Lucknow edition will carry exclusive content from the Lucknow region.

* E-sense Entertainment launches tabloid Yuva for youth
E-sense Entertainment Pvt. Ltd has launched a 16-page tabloid, Yuva, for the Mumbai youth on August 13. Unlike the traditional newspaper, the company has categorised the tabloid as a viewpaper that allows the Mumbai youth to express.

* Future Media launches new edition of its monthly, My World
Future Media, the media company promoted by Future Group's Kishore Biyani, has launched the new edition series of the monthly magazine, 'My World'. The magazine is targeted at female consumers, who visit the company's retail outlets, Big Bazaar. The new series would be available to both the Big Bazaar customers, as well as be sold through newsstands, from September onwards.

* Dainik Bhaskar set to launch its Ludhiana edition
The Bhaskar Group is all set to launch its Ludhiana edition in the near future. The edition would cater to a population of 1.8 million in and around Ludhiana. Bhaskar Group AVP and national head-communication Sanjeev Kotnala, said that Bhaskar Group's entry into a new territory has always led to an increase in the readers' base for the Hindi newspaper category. He said that the group's experience with launching Amritsar and Jalandhar edition has helped the group to fine tune the product for Ludhiana. He further said that the Ludhiana launch would help the daily to successfully complete the Jalandhar, Amritsar and Ludhiana triangle.