Femina launches the first ever crowd-sourced issue
Mumbai, 21st January, 2013: India’s leading women’s English magazine Femina is on the brink of a new revolution in publishing. In an absolute first for the magazine, Femina invites its readers from across the country to contribute with features and articles for the April issue. The new issue aptly called, ‘Made By You’, is a 100 percent crowd sourced issue that aims to mobilise readers from across the length and breadth of the nation. By creating this platform that enables Indian women to be a larger part of their favorite magazine .
Femina’s ‘Made By You’ issue will unlock the power of social media to reach over 5 million women, encouraging them to channel their writing skills. Femina will feature the work of hundreds of these new “journalists” in the magazine. The issue will pose as a platform for real women to unleash their talent and share their exceptional stories with other readers across the country.
Femina has partnered with FoxyMoron to amplify the “call-to-action” and has introduced multiple engagement platforms for its readers. Aspiring writers can either use Twitter, Facebook or Pinterest toshare their editorial ideas. Specifically on Facebook, potential writers can get an update on commissioned stories and the overall editorial plan. Participants from anywhere in the country can also connect with Femina’s editorial team through Google Hangouts, or Skype for detailed conversations.
Tarun Rai, CEO, Worldwide Media, says “Worldwide Media has grown at a furious pace. From just four magazines four years ago we now have thirteen. And as a publishing house we have been leading from the front. Femina Made By You is another first for the magazine industry. A crowd-sourced issue, at the scale we have visualized it, is unprecedented. And it is only appropriate that it is Femina that is bringing it out as there is no other English women’s magazine with the stature and readership that Femina has.”
Tanya Chaitanya, Editor, Femina, says “Femina Made by You is exactly what it promises to be. An issue made by the real women who have always been our core focus. A Mumbai reader’s take on relationships, a Delhi girl’s hunt for the latest It bag, a Kolkata woman’s expertise in the kitchen, a Chennai careergirl’s tips on being a 9-to-5 ninja – it’s all trending here. Femina, the magazine for you, now made by you.”
Says Soela Joshi, Brand Publisher, Femina, “Crowd-sourcing is one of the latest tools in the marketing arsenal. For Femina it is becoming an integral part of the marketing mix. Femina’s crowd sourced issue aims to leverage the participative and collective power of the brand, build greater affinity, relevance & keep up with how today’s consumers interact.”
Harshil Karia, Online Strategist at FoxyMoron, says, “Going through over 500 entries daily to zero-in on relevant and interesting content for the magazine is both fun and over-whelming. Femina’s assets on Internet and Mobile really enable us to reach out to millions of potential writers from around the country and the world.”
Femina has always been a brand known to take risks and experiment with bold engagement mechanisms. With this new venture, the magazine reaches out to many more women in the country, empowering them to voice their thoughts, ideas and opinions.
About Femina: Femina was first published in July 1959 and for over 50 years now, Femina, India’s first and largest read women’s English magazine has been the definitive life and lifestyle guide for progressive woman. It is owned by Worldwide Media, a wholly owned subsidiary of the Times Group. Femina is a magazine, published fortnightly in India. It primarily features articles on relationships, beauty and fashion, travel, women, cuisine, health and fitness. It also features articles on celebrities and cultural facets of Indian women. It has organized and sponsored the Femina Miss India beauty pageant since 1964.