The magazine faces little serious competition in Mumbai, where its launch was supported by an ad campaign deploying outdoor, print, radio and online media. Shripad Kulkarni, CEO for Carat India, West and South, predicted that the magazine, published every two weeks with a cover price of 25 rupees (about 55 US cents), would create its own niche for both readers and advertisers. "If Time Out draws the upmarket audience of Mumbai, and it looks like it will, you have a success story on the cards," he said.
The magazine launched with a print run of 35,000 copies. The Shanghai edition, however, which starts life as a monthly, has stronger competition from a raft of expat-oriented titles, That's Shanghai being the most established, to Chinese-style entertainment magazines, such as High.
Nevertheless, the title's format and track record should help it secure a place on Shanghai newsstands, according to Simon Woodward, MindShare's managing partner of national buying and tactical planning in China.
"Chinese text and localised editorial, combined with international fashion perspectives will no doubt provide a viable readership," he said.
Time Out Shanghai is published by CIMG China, priced at Rmb 6.50 (about 80 US cents); distribution is 45,000.
The Mumbai edition has been licensed to Paprika Media. The magazine's editor, Naresh Fernandes, said that Mumbai has witnessed an explostion of creativity over the past 10 years. "Bollywood has always been a hub of activity, but now there is an emerging pop music scene, a vibrant classical Indian music circuit, innovative theatre, frequent art exhibitions and nightspots, with more opening every day."
Both magazines secured a mix of advertising from major consumer brands and local advertisers, though the revenues from the latter are expected to increase with time.
The new titles build on Time Out's first entry into Asia-Pacific last year, when it launched Time Out Beijing.
Time Out Group, which franchises the brand to foreign publishers from its London headquarters, is discussing ventures in markets such as Japan, Malaysia and Thailand. "I would expect there to be three to six (international launches) per year," said Cathy Runciman, the publisher's international development director. " I would hope there would be another in Asia-Pacific next year."