Chennai: As part of its restructuring exercise, Vikatan group has revamped its print portfolio with a sharper focus towards its content reorientation. The print bouquet has been realigned as Core Magazines and Special Interest Magazines.
Core magazine bouquet consists of 93 year old Ananda Vikatan, Number 1 weekly magazine in Tamil, which has a Total Readership (TR) of 33.94 Lakhs (IRS 2019, Q2), Aval Vikatan, fortnightly, by large the number 1 women’s Tamil magazine, with readership (TR) of 13.26 Lakh (IRS 2019, Q2) and Junior Vikatan, Biweekly, Tamil Socio-political magazine, an undisputed leader in the segment.
Special interest magazine bouquet includes, Nanayam Vikatan, (TR of 3.46 Lakh / IRS 2019Q2), a personal finance & entrepreneurship magazine, Pasumai Vikatan, (TR of 8.55 Lakh / IRS 2019Q2), a magazine devoted & focussed to the organic farming and inclusive farm practices, Motor Vikatan, (TR 3.72 Lakh / IRS 2019Q2), only auto magazine in Tamil, Sakthi Vikatan, (TR of 4.88 Lakh / IRS 2019, Q2), the spiritual magazine about the religious culture and heritage of the land, and Aval kitchen, the brand extension of Aval Vikatan Magazine focusing on food, recipe and kitchen.
In the process, two of its print titles, Vikatan Thadam & Doctor Vikatan has been shelved from September 2019, while Aval Manamagal, the quarterly bridal magazine has been converted as an Advertiser driven publication in the B2B route and Chutti Vikatan, the children’s magazine will take a completely new format to directly engage with school & children ecosystem. Their rich content on Literature, Health & Wellness, Bridal Fashion & Shopping, and Children focussed content will be seamlessly integrated in Print & Digital platforms.
Chutti Vikatan, as a brand, has done very well in this year by connecting directly with the Children ecosystem, will have a new version specially focussed towards reaching out to the community and engaging the advertisers through Chutti Creations, KYD (Know Your District) Infobooks.
“After immense deliberations on content and market acceptability, we have restructured our Print Portfolio and two titles have been shelved and amongst two others, Aval Manamagal has been migrated to AFP model, while Chutti Vikatan has been contextualized to the children & school ecosystem” mentioned Mr B. Srinivasan, Managing Director, Vikatan Group, “The content” added Mr B. Srinivasan, “will be seamlessly integrated with the rest of the magazines”.
He further emphasised, “Vikatan management remains fully committed to all other group magazines. For over 93 years, Vikatan has always retained its laser-focus on our readers and their interests. We have always stayed relevant by keenly observing the changing taste spaces of readers and catered to their informational & intellectual needs while educating and entertaining through various reader engagement activities.