On its third anniversary, DLF Promenade mall launched its custom magazine Promenade, executed end-to-end by the Mediascope Publicitas. February 2012 is the first issue of the magazine, and it features Kalki Koechlin of Dev D fame on the cover.
“We wanted to set an industry benchmark by informing people about the latest trends. Earlier, we had a 16-page magazine but we wanted to make the idea bigger. Therefore, we approached Mediascope to create a customised magazine for us,” said Pushpa Bector, senior vice president – mall head, DLF Promenade.
“A quarterly fashion magazine for women, it will bring out the latest trends in fashion, style, beauty, travel, food and cinema for a target group of women aged 20 to 35 years. The magazine will have an initial print-run of 20,000. It will be distributed to the mall’s extensive database of shoppers and will be available at the kiosks in the mall. We plan to keep a 65-35 editorial to advertising ratio,” said Indu Joshi, chief operating officer, Mediscope Publicistas.
Bector and Joshi also confirmed that they are contemplating to bring out a digital version of the magazine in the near future.