‘Man's World’ launches women's magazine ‘My World’ for Big Bazaar

The magazine aims to connect strongly to fulfill needs and wants of all women customers; provide them with information on all they need to and care to know

Big Bazaar, the multi-format retail chain from Pantaloon Retail India Limited (PRIL), will soon have on its shelves a new product for customers. It is launching a women’s magazine ‘My World’ on September 1. This is the first time Pantaloon is launching a magazine under its flagship brand.

‘My World’ will be published by the Man’s World Magazine Services. Priced at Rs 20, it will cater to 2,50,000 Big Bazaar-ICICI co-branded credit card holders. It will be a 44-page monthly magazine for the first couple of issues, which will be later upped.

The company plans to start with an initial print of 2,10,000 copies. The magazine will be available at 30 Big Bazaar and 18 Food Bazaar outlets, effectively adding up to 48 selling points across India. Gradually, it will be available on subscription to anyone shopping at the store. It will not be available at newsstands now or in the future.

N Radhakrishnan, editor, ‘Man’s World’ is the editor-in-chief for this new magazine.

Sanjeev Aggarwal, president, marketing, PRIL, Pantaloon, defined the magazine as a full-fledged women’s magazine seeking to answer all of women’s needs and wants. He described the communication intent behind the magazine as wanting to communicate and connect with the regular women customers at Big Bazaar. He described the strategy was to connect in a soft manner with women shopping at their stores.

Claiming that it will carry not just Big Bazaar content with respect to advertorials of products sold there, he added that content related to Big Bazaar will constitute only 25-30 per cent of the magazine space. Besides, the magazine will carry coupons and deals as well. Again, he clarified, it is not a hardsell magazine. It will cover areas of women interest like style, fashion, food, health, cosmetics, interiors, etc., besides interactive sections.

For promotions, PRIL will ensure a strong online presence, besides in-house promotions at its stores. Coupons worth Rs 400-500 in the magazine will draw revenue, too. Advertising revenue is sought from advertisers of products at Big Bazaar stores as well as other names in the lifestyle segment. The inaugural issue has advertisers from the FMCC, services, media and mobile phone sectors.

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