W+K's "Motherland' breaks through cliche

In a time when there is much speculation over the apparently predicted demise of the print media, magazines are mushrooming all around. According to intellectuals of the industry, i-pad and like products may be the future but the print media will definitely exist simultaneously especially of superior content exists. To prove this point further, one need not look far but see the number of consumers who cannot have their morning mug of coffee without physically having the newspaper in their hands or browsing through a magazine. So as long as we have consumers like these, the print media will always be a flourishing space. Keeping this fact in mind, Wieden+Kennedy Delh recently announced the launch of a new magazine called "Motherland', creating a distinct identity in the publishing sphere.

Mohit Jayal speaks exclusively to Adgully, about Motherland and how it has created its niche in the market.

"We are keen students of Indian subculture, pop culture, etc because of what we engage in. When we realized that no magazine or site covers this subject, we decided to launch Motherland. Motherland will go beyond the usual "general interest' clichés and stereotypes. It'll also reflect a new Indian sensibility that most magazines etc. are not in touch with," he said.

Motherland magazine will be targeted at a segment of people who are tired of what already exists in the market. As the content is of Indian subculture and the like, the TG includes those who are interested in this area of matter. This could range from a diverse group of those people who are in their 20s to 50s. Designed to be a collectors' magazine, Motherland will be priced at Rs 100 and published bi-monthly but will soon become a monthly.

"I'm not sure about who we will compete with, but the potential is significant ' we are targeting a psychographic segment, i.e. people who are sick of the same, re-cycled content. As society evolves and demands increasingly meaningful content, this segment will grow," he further said.

Motherland magazine will be made available to readers at select newsstands, bookstores, boutiques, art galleries and at the airports of major Indian cities, including Delhi's T3. Motherland's website, www.motherlandmagazine.com will include both the current and archival issues and also any supplementary updates that are relevant to the theme of the month. | By janees Antoo [janees(at)adgully.com]