Wired cover 2004
Wired is one of the most widely-read technology magazines in the world. And India is one of the biggest emerging markets. So, it makes sense for Condé Nast, Wired’s publishing company, to introduce its magazine in India. If things go according to plan, you may get to read an Indian edition of the magazine as early as in 2012 according to some reports we’re hearing today. Wired currently has five editions including its main US version; while Italy, Japan and Germany print its international editions. It is looking to expand its international reach, and to this end, its German edition was launched just last month.
However, if you’re expecting an Indian edition in 2012, then probably it is the time for a reality check. This is not the first time Condé Nast has talked about an Indian version of the magazine. Back in 2008, Alex Kuruvilla, MD of Condé Nast India, was reported to have said that the magazine would be launched in 2009. Fast forward three years from his promouncement, and the magazine is still not here.
This time, the rumors are based on an interview given by Nicholas Coleridge, the managing director of Condé Nast, who was in India for the World Magazine Congress. Speaking about Wired’s future plans, he stated:
We haven’t fully decided whether to do it, but Alex (Kuruvilla, managing director of Condé Nast India) is looking at it, we’re all looking at it … [It] should happen next year sometime. We think there are a lot of more opportunities in India.
No matter how excited we might be to get an Indian edition of Wired, the words do not sound very promising. It seems likely that this could be just a rehash of its 2008 promise.
Though Coleridge stressed that Indian demographics have changed a lot in the past ten years and that the time is now ripe for the launch of Indian edition. But the magazine is more geared towards well-off people who are more interested in getting new tech toys than actually getting their hands dirty with technology. And unfortunately the number of such people is still very small in India. So, for Condé Nast it might still make sense to hold off the launch of an Indian edition. After all, even Apple has yet to open a store in India.
Wired has its brand value, but at the very same time, the Indian market is already almost saturated. In an interview with LiveMint, Ashish Pherwani, senior manager (media and entertainment) at Ernst and Young, noted:
Sure, there’s room for high quality content, but if we’re looking purely at technology titles, they’re there.”
2012 is still a while away. So let’s keep our fingers crossed that this time Condé Nast will deliver.
[Source: LiveMint]
Stay updated on the go with our mobile app.
Get latest insights with smoother, more personalized experience through TIA mobile app.
