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Our editorial content, which caters to everyone in the family in the age group of eight to 70 plus, and the way it is presented, is the reason for our sustained success.”
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Success basically depends on content in the long run.
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Speaking to exchange4media, Ramesh Addanki, Country Head – Advertising, Swati Publications, said, “We strongly believe that we don’t require promotions and gimmicks to sell the magazine. The magazine had stayed away from promoting itself too aggressively, instead focusing on its content and targeting the entire family, a Swati spokesperson said. While 85 per cent of the advertising revenues come from FMCGs, the group is witnessing an increase in corporate advertising from segments such as banking and insurance, and attributes its successful numbers to its content. With a readership of 39.59 lakh (NRS 2005), the publication has substantiated its position as the leading weekly, and hopes to increase this count to 53 lakh readers by 2006. Swati Publications, based in Vijayawada in Andhra Pradesh, is the leader in the Telugu weekly segment with its offering Swati.
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