Mid-Day and MaXposure Media to launch Beat magazine

Televisionpoint.com Correspondent | New Delhi
Mid-Day Multimedia and MaXposure Media Group India have entered into a 50:50 joint venture to launch a culture and lifestyle monthly magazine, Beat, in Delhi.

Beat will be available free to all Mid-Day subscribers every month, and will be available at Rs 10 separately on newsstands through the month. This monthly magazine is set to hit newsstands in Delhi this December. Beat will subsequently launch in Mumbai, Pune and Bangalore, where Mid-Day already has established editions.

Vikas Johari, managing director, MaXposure, said, "We are delighted to partner with Mid-Day Multimedia. This venture gives us a tremendous opportunity to reach the elusive but coveted audience of urban professionals that comprises Mid-Day's reader base in four major cities."

Manajit Ghoshal, CEO, Mid-Day Infomedia, said, "Locally relevant, lifestyle focused information is a major passion area for urban professionals. Mid-Day has the unique advantage of reaching this audience in the afternoon hours, where they are looking at taking a break from their otherwise stressful day. Beat is the perfect value addition for our readers, as well as perfect example of the initiatives that keep our engagement quotient with this audience so high."

Prakash Johari, CEO, MaXposure, added, "Beat will break conventions by bringing 'lifestyle' to a pedestal. MaXposure has established itself in the niche luxury lifestyle market. By presenting a city-based lifestyle magazine at a modest price of Rs 10, Beat will bring about a change in perception, serving the lifestyle needs of the masses."

Targeted at the young go-getters with ample of disposable income, Beat will be an interactive cultural supplement, guiding the young readers-on-the-go on what to do and where. By the end of 2009, the business will have expanded operationally into four territories, adapting itself towards a weekly format.