BBC Top Gear's 5th anniversary issue in 3D

The auto magazine has introduced a 3D issue, celebrating its fifth anniversary in the country

For its fifth anniversary celebration, BBC Top Gear magazine (India edition) has launched a 314 page issue, titled Epic 3D issue, in which about 80 pages of content is in 3D.

The issue has the graphics and pictures of the cover story, features and gear section in 3D format. Apart from these, the magazine has about seven-eight ads (Apollo Tyres, Makemytrip, Aircel, Maruti A-Star) in 3D, too. The three dimensional October issue has 3D glasses supplied with the magazine. Usually, the magazine maintains a page count of 176 pages.

Girish Karkera, editor, BBC Top Gear India, says, "With BBC Top Gear, we've tried to break the traditional stereotype of auto magazines. We wanted to go that bit further with this fifth anniversary issue. We thought of doing something more than creating cutting edge content. When reading reviews about the cars, it's always better to look at the real thing and 3D is almost close to the real thing - like it appears in TV shows. We wanted to create a better reading experience."

In an official communiqué, Tarun Rai, chief executive officer, Worldwide Media, says, "BBC Top Gear is for the people who 'enjoy' cars and bikes. The fifth anniversary issue will take their enjoyment to another level - or should I say another dimension! For us, bringing out India's first magazine in 3D is a great way to celebrate Top Gear's five years in India."

Though the publication is not promoting the issue extensively, it is banking on point of sale purchase and a bit of newspaper and web advertising. The publication has scaled up its circulation to more than 1 lakh copies, an increase of about 15,000 copies.

Also, the cover price of the anniversary issue is Rs 150, as opposed to the regular price of Rs 100. Debolin Sen, publisher, BBC Top Gear, says, "We have increased the cover price from Rs 100 to Rs 150 for the substantial added value this issue delivers to the readers."

Talking about the future plans of the magazine, he adds, "The next few months as we move into 2011 are extremely exciting for Top Gear. There's a lot more to expect from the magazine."

For the record, BBC Top Gear is an auto and lifestyle publication which is available in more than 50 countries. Top Gear magazine, published by BBC Worldwide, was launched in 1993 in the UK and it reached India in 2005 through Worldwide Media (WWM), a joint venture between BBC Worldwide and the Times of India Group.