Magazine publisher group Vikatan revamps print portfolio

Exercising a restructuring plan, magazine publishing group Vikatan has revamped its print portfolio with a sharper focus towards its content reorientation. The group prints a set of core and special interest magazines. One of the core magazine in the group’s portfolio is Ananda Vikatan, a 93-year-old Tamil weekly, which boasts of a total readership (TR) of 33.94 lakhs (according to IRS 2019, Q2). In the portfolio, Aval Vikatan is a Tamil fortnightly women’s magazine, with TR of 13.26 lakh (IRS 2019, Q2) and bi-weekly Junior Vikatan, a Tamil Socio-political magazine.

The group’s special interest magazine portfolio consists of Nanayam Vikatan (TR of 3.46 Lakh /IRS 2019Q2), a personal finance & entrepreneurship magazine; Pasumai Vikatan (TR of 8.55 Lakh/IRS 2019Q2), a magazine devoted & focussed to the organic farming and inclusive farm practices; auto magazine Motor Vikatan (TR 3.72 Lakh /IRS 2019Q2), among others. In the revamp process, two of the group’s print titles, Vikatan Thadam and Doctor Vikatan have been shelved, while its quarterly bridal magazine Aval Manamagal has been converted as an advertiser driven publication in the B2B route and children’s magazine Chutti Vikatan will take a completely new format to engage with school children.