Indobrit Publishing launches magazine aimed at Asians

Independent publisher, Indobrit Publishing, is launching a quarterly lifestyle magazine next month aimed at British Asians. Called Indobrit, the A-5 magazine will have an initial print run of 55,000, with a cover price of £2.95.

The magazine will target 25to 45-year-olds and will be available from December 5 through retailers such as WH Smith. The publisher is also in talks with Harvey Nichols to distribute the title.

The 128-page magazine will feature articles on politics, fashion, finance, travel, sport, motoring, the arts and lifestyle issues.

Indobrit editor Farah Damji says: “The financial, academic and political presence of Indobrits in a multi-ethnic UK is reflected in the fact that

mainstream British culture is strongly influenced by Asian culture, donning its fashion, dancing to its music and queuing up for its films. There is a potential market of 2 million high-spending young urban Indobrits, which our advertisers will tap into.”

Damji adds that the first issue of the magazine has sold 26 pages of advertising to the likes of Citibank, Amnesty International, Zurich Financial Services and Western Union.

In October, a magazine aimed at Asian women, called Memsahib, was launched. The magazine is published by Elite Publications and had an initial print run of 35,000.

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