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The Globalization of Magazines in India: A case study
Unformatted Document Text:  8 customers who don‘t have established brand preferences and offer the opportunity to build brand loyalty. Along with this has been a change in people‘s mindset. No longer are austerity and simplicity valued, instead living well is important and no guilt attaches to this worldview. Magazines appeal to the young and upwardly mobile who aspire to a more western lifestyle (Balsara, Feb. 17, 2010). The aspirational value of English is very high and this is what makes such publications especially attractive to potential readers. But it not only the middle class that is being sought by western publications. Magazines like Vogue, Harper’s Bazaar and GQ have been welcomed by high-end brands like Louis Vuitton, Dior, Chanel and Armani that are looking for appropriate advertising vehicles. Advertisers are drawn to niche publications in particular because it helps them reach special interest consumers that are not reached by television channels (Developing Story, 2007). There are about 1 million households in India with an annual income of more than $100,000 with the potential to consume luxury and high-end clothing and accessories according to Alex Kuruvilla, Managing Director of Conde Nast India (O‘ Connor, 2007). Publications like Vogue and Harper’s Bazaar aim at delivering such consumers to high end advertisers. Analysts believe that for international brands magazines are a more cost-effective medium than TV since magazines have cachet and popularity with the middle class. Regulatory factors The change in regulation governing investment by foreign companies in the print media sector has played a significant role in opening up the Indian market. Under the media policy formulated in 1955 foreign publishers were prohibited from operating in

Authors: Shrikhande, Seema.
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customers who don‘t have established brand preferences and offer the opportunity to 
build brand loyalty.  Along with this has been a change in people‘s mindset.  No 
longer are austerity and simplicity valued, instead living well is important and no 
guilt attaches to this worldview.  Magazines appeal to the young and upwardly 
mobile who aspire to a more western lifestyle (Balsara, Feb. 17, 2010). The aspirational 
value of English is very high and this is what makes such publications especially 
attractive to potential readers. 
 
But it not only the middle class that is being sought by western publications.  
Magazines like Vogue, Harper’s Bazaar and GQ have been welcomed by high-end 
brands like Louis Vuitton, Dior, Chanel and Armani that are looking for appropriate 
advertising vehicles. Advertisers are drawn to niche publications in particular because 
it helps them reach special interest consumers that are not reached by television 
channels (Developing Story, 2007).  There are about 1 million households in India with 
an annual income of more than $100,000 with the potential to consume luxury and 
high-end clothing and accessories according to Alex Kuruvilla, Managing Director of 
Conde Nast India (O‘ Connor, 2007).  Publications like Vogue and Harper’s Bazaar aim 
at delivering such consumers to high end advertisers.  Analysts believe that for 
international brands magazines are a more cost-effective medium than TV since 
magazines have cachet and popularity with the middle class. 
Regulatory factors 
The change in regulation governing investment by foreign companies in the print 
media sector has played a significant role in opening up the Indian market. Under the 
media policy formulated in 1955 foreign publishers were prohibited from operating in 


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