Turner launches Ben 10 mag in India; eyes double digit contribution from publishing

Ben 10, the Cartoon Network character, will engage readers now through a bi-monthly magazine launching 30 September under the same title. The magazine will be available at retail stores for Rs 60, and the first isssue is of 32 pages.

Gaurav Brar, director, Cartoon Network Enterprises, South Asia, Turner International India, said, "This is yet another attempt by which Cartoon Network Enterprises aims to bridge the gap between kids and their favourite TV characters so that they too can be a part of the toon world they admire."

While there are no ads in the first issue of Ben 10, Brar is positive that once the magazine is out in the market and gets a good response, it will draw advertisers.

He cites that Ben 10, as a franchise , has been a huge success in the market. "It is our No.1 franchise in the overall kids licensing business. We expect the magazine to contribute in single digits to the current value of the franchise. The entire publishing segment contributes in double digits to our revenue and I'm certain that once this magazine takes up in the marketplace, it will grow to contribute in double digits as well," he added.

The launch is being accompanied by aggressive promotions on Turner International's kids network - Cartoon Network and Pogo - and on-ground activities in retail stores.

The magazine's publishing partner is Sterling Publishers which has been given the license to publish, distribute and sell Ben 10 magazine.The partnership between Cartoon Network and Sterling Publishers will work on royalty basis. "There is also a revenue-sharing agreement based on the advertising revenue that's generated," stated Brar.

Sunita Kapur, head of license, children's publication, Sterling Publishers, said, "We are targeting 10,000 subscribers across 500 retail outlets.We've created significant buzz online along with organising month-long events in association with Landmark."

On the advertising front, Kapur disclosed that conversations are on with brands targeting kids aged 4 to 10 years, Horlicks being one of them. Since the content is designed in-house, there is no extravagant cost incurred on production, explained Kapur.

Ben 10 magazines are published in most of the 168 countries in which Cartoon Network is telecast across the USA, Europe and Australia - including Philippines, Singapore and Thailand.