ASM redefines marketing game for sports magazines

Launched in March 2007, Essel Group's Mumbai-based sports magazine, All Sports Magazine (ASM), is three years old ' an occasion the toddler magazine wants to celebrate in all its pomp! And what better can be than to come out with a 132 page special anniversary issue listing 10 topmost significant achievements in Indian sports and 101 Milestones achieved in the Indian sporting arena!

The special issue is a collectors' item resplendent with exclusive privy to some rare pictures capturing various aspects and moments of the more than a century old sporting scene in India. Editor Mario Rodrigues commented that the anniversary issue contains the best of exclusive sports news and features. Respecting its tight budget, ASM's marketing strategies for its anniversary special included showcasing highlights on websites, sports events and other trade shows. Besides posters, subscription offers in bookshops and magazine stalls in the country were also undertaken, said Bhojani.

Launched with a print run of 50,000 copies ASM which now has a circulation of more than 65,000 copies pan India is the youngest member of the illustrated Essel family comprising Ten Sports, All Sports Magazine, Zee Sports and Mumbai Football Club. Aiming to increase the print run of the magazine further up from the current more than 65,000 copies across India, a figure that withstood the ravages of the 2008 economic meltdown, Sarsar said that the magazine hopes to make its circulation figures touch 20 to 25% year on year.

Looking back at ASM's eventful journey through the three years, Mr Sunand Bhojani, Publisher of ASM said the sports magazine was well received from its sports section of the sports fraternity ” be it the discerning sports fan-readers to officials connected with the circuit and the critiques ” the World Cup debut scored a neat six with over fifty thousand copies circulated in the first month itself. Claiming that ASM offers its readers more than just cricket and extensively covering all sports ” be it football to Formula 1 and from tennis to hockey ” makes its stand out in the crowd of copy-cats. Also interviews, contributions, reasonable issue price, good quality content and better reach are give the magazine the winning advantage among it's peers, Bhojani said.

Elaborating on the magazine's content innovation in terms of editorial policies and design, Bhojani said that the readers' needs are paramount, which is upheld at any cost ” by understanding their requirements through interactions and trying to fulfill all of this, albeit, a never ending process, he agrees. "The future issues promise more interactive features like coaching tips in various sports, product updates, exclusive interviews lined up and a FIFA World Cup special issue as well," he said.

Shyamal Bhojani, Director Marketing & Sales said the magazine's designs for the future include launching its own website, allsportsmag.in, complete with interactive features such as live score updates and exclusive interviews, another edition in the regional language besides making a foray into the international market with multiple editions.