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Meera Mohanty

New Delhi, Sept. 19 Condé Nast, the publisher of leading lifestyle and fashion titles, is to follow up its million dollar launch campaign of the Indian Vogue, by introducing other titles such as GQ and Glamour.

The magazine, dubbed as the fashion bible of the world, launches in India this week. “The cover is the biggest guarded secret of the moment in the fashion industry,” said Mr Alex Kuruvilla, Managing Director, Condé Nast, India.

The buzz, is that no individual beauty made it; but a host of ‘cover girls’ were shot by the magazine’s favourite international photographer, Mr Patrick Demarchelier.

The publisher is flying fashion insiders, and other celebrities to a launch party it is hosting in Jodhpur. Ordinary subscribers are to be won over by a multi-platform, three month campaign designed by Ms Elsie Nanji of the Brand Design Leadership Agency, Red Lion.

Priced at Rs 100 and targeted at the affluent 25-40-year-olds, well-travelled and fashion-oriented reader, Vogue is aiming for a sales circulation of 50,000 copies. Mr Kuruvilla expects the launch issue to beat that average figure.

“Given the kind of very, very discouraging growth of lifestyle magazines in India, we decided to price it at Rs 100. Although market research indicates that readers are willing to pay as much as Rs 150-200 for great content,” said Mr Kuruvilla. There’s been a huge turnout of advertisers, he added, with all the leading luxury brands of the world and India buying space in the launch edition.

Condé Nast is hoping to set new editorial standards in the segment with Vogue, before it rolls out the other titles, including Condé Nast Traveller, Vanity Fair and Architectural Digest in the next couple of years.

The publisher is confident Vogue will out-perform existing fashion titles, which according to Mr Kuruvilla, have failed because as licensed brands they could not invest huge amounts in editorial quality. “The entry of Vogue is a sign that the market has arrived,” he added.

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