MiD DAY Multimedia and MaXposure Media Group have announced plans to launch a city-based lifestyle magazine, Beat. The magazine will be a monthly and is set to hit stands in the capital in December this year. There are plans to launch the title subsequently in Mumbai, Pune and Bengaluru.
Manajit Ghoshal, CEO, MiD DAY Infomedia said, “Locally relevant, lifestyle focussed information is a major passion area for urban professionals. MiD DAY has the unique advantage of reaching this audience in the afternoon hours, where they are looking at taking a break from their otherwise stressful day. Beat is the perfect value addition for our readers, as well as perfect example of the initiatives that keep our engagement quotient with this audience so high.”
Prakash Johari, CEO, Maxposure said, “MaXposure has established itself in the niche luxury lifestyle market. By presenting a city-based lifestyle magazine at a modest price of Rs. 10, Beat will bring about a change in perception, serving the lifestyle needs of the masses.”
The magazine will look at leveraging MiD DAY’s distribution base with Maxposure’s expertise in the lifestyle sector. Plans are to expand the business into four territories by the end of 2009, adapting itself towards a weekly format.