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Parallel mags
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It's a life-and-death game for the small-time magazines in the city, which survive solely on circulation revenue.
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While most people prefer widely circulated periodicals, some small-time city-based magazines, which advocate social and cultural morals, go unnoticed. Are these magazines making profit for the publisher or are they just a medium for the socially committed?
Azchavattom, a news magazine in the city, does not feature on the bookstall's show-list. It is an emerging weekly focusing mostly on tourism (resorts, YMCAs, tour operators). "We concentrate mostly on issues that receive little or no space in major newspapers and magazines. Approximately, 14,000 copies (per issue) of the magazine are being sold. Initially, the magazine had struggled to survive. Most of our copies are circulated in organisations such as the Lion's Club and the Y's Men's Club," says Shaji Mathews, the managing director of Azchavattom.
There are magazines dealing in literature, as well. Most of them have failed to capture the market, but they somehow manage to survive among the giants. Pachamalayalam is one such. Says managing director/editor S. Saji, "Our magazine does not get advertisements. At times, we give our own ads. We survive solely on subscription. This is one of the reasons for the losses incurred. Only six issues of Pachamalayalam have reached the stands. Only 7,000 copies have been printed, but the response from the intellectuals was overwhelming."
Career Kerala, a sister concern of Pachamalayalam, has been in the market for nearly two years. It aims at helping job hunters.
Sahithya Keralam is yet another venture from a few lovers of literature who "don't expect any profit" from their publication. The managing editor of Sahithya Keralam is Chandrababu, who is head of the Department of Malayalam at the Chempazhanthy S. N. College. "We print about 1,200 copies a month. Of these, 700 copies go to our subscribers. They are the ones who keep the magazine going. There is no other fund for our publication. Once in a blue moon, we get one or two advertisements. Then, it's time to celebrate," says Chandrababu.
Noted writers such as Akkitham, M. N. Vijayan and Sukumar Azhikode contribute occasionally for this monthly.
Kalakeralam is a noteworthy monthly, engaged in enlightening the literature buff. "For us, advertisements are the major source of profit and fund. Three years into the business, we now print about 5,000 copies a month. We have started making a profit now," says Shiju, managing editor.
There are magazines for children as well. Kaliveena is one such. For an annual subscription, they charge Rs. 70. The magazine's managing director, J. J. Lawrence, is a lawyer.
The New Millennium (quarterly) stands out among the publications in English from Kerala. Baby Mathew, the managing editor, is the owner of the Somatheeram resort at Kovalam. The magazine deals with tourism and culture. Prof. Abraham Joseph is the consulting editor of the magazine.
Upadhwani, published from Nedungad and edited by K. Ravindran Nair, Kalapremi, edited by Mavelikkara Ramachandran, and Nerkeralam, edited by S. Vijayakrishnan, are among those magazines that have made a mark.
While some of these magazines make profit, some break even, and others become extinct. Samwadham, noted for its social and cultural commitment, could not survive the pressures of competition. M. Jalauddeen, a lecturer at the University College, was the editor.
These publications are found at only very few outlets in the city. One such outlet is seen near the Statue Medical Stores.
RAJMOHAN SUDHAKAR
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