The India Today Group took the privilege of introducing the flamboyant luxury magazine, Robb Report, to the Indian market on 1 May, 2011. The imperial Robb Report will now make India a part of its royal territorial dominion as this top-notch luxury magazine is all set to floor the Indian audience with its exceptional spread of details on luxury and lifestyle. It is difficult to say which one between the two would lend its brand value to the other, as both the brands are colossal and epitomize grandeur. For the new kids on the block, it is the same magazine which crowned Mercedes-Benz SLS AMG as “car of the year.”
The India Today Group has chalked out a strategic marketing plan for this luxury magazine, which involves a print run of 35,000 copies to gauge the acceptance of this journal in Indian market. The Group will provide a complimentary copy to its 30,000 loyal readers. The inaugural issue will not be seen lying on the self of a magazine rack of a dingy journal store, as it is too valuable a piece to be available so openly. This unprecedented approach to market Robb Report employed by the India Today Group will surely prove beneficial for the journal, but I feel, Rob Report hardly needs a strategic market plan as it will sell itself like hotcakes.
If the Ashish Bagga, CEO, India Today Group, is to believe, this maiden issue is priceless and hence has not been given a cover price. The group has organized a team of editors and sales people who will ensure that each issue of this luxury magazine includes global as well as local content. The inaugural issue will cover everything that can be qualified by the adjective “luxurious”, from plush automobiles to chic watches to obscenely expensive yachts, you name it, and you get it! For this majestic magazine the Group has set the ad rates as much as four times than those of other magazines like Vogue and GQ.
You would also be interested to know about Plum Miami, which is not just another run-of-the-mill luxury magazine and was released recently.