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Monday, March 07, 2011

Adorn: luxury on the paper

At least one jewellery magazine which shows a class in everything- in its content, text, photographs, paper, or as a complete product –Adorn. Adorn is a recently launched bi-monthly luxury jewellery magazine by Spenta multimedia (publishers of many custom magazines like Jetwings, First Update, FlyLite, Imperia, Solitaire, Apparel etc.. & consumer magazine – Hair and various books).

Being a special interest, as needed, content is targeting its core TG only. Though as it is positioned as ‘luxury’ jewellery magazine, but it has no significant or any obvious difference from other jewellery magazines existing in country. Still, content is good and has variety but presentation is the area where it disappoints. From cover to cover editorial structure is one thing which as a reader you miss badly. All the articles are good when they are read independently, but at the same time they appear scattered throughout the magazine when you browse it cover to cover.

FOB & BOB pages of the magazine are very obvious & product show-case kind of pages and these pages have no clear demarcation of content and their presentation.
All they have good photographs of random products with almost incomplete information.

Otherwise, it has good features, cover story, designer’s profile, jewellery concepts, international trends etc to follow. Only section which looks misfit (though it is useful for people who are new in the trade) in this magazine is ‘Jewellery know-how’ that talks about absolutely basics of jewellery & its design!

Design is good in this magazine, and that should be this kind of genre. Every product, accessory, model everything is photographed perfectly. And top of that designer has used those pictures smartly and placed beautifully that pages (or spreads) is looking just fantastic.

Colors & design elements those are used across the magazine are absolutely go with the subject & the genre of the Adorn…! Though, basic grid is not followed for page layouts that disappoints on design part. If it was taken care, this product could have been the best in the genre and would have been reference for other.

If you ignore those basic mistakes, every page is beautifully designed & laid out in this magazine.
Master head of the magazine – ‘adorn’ is good that runs across the cover. It is quite visible and stands out even if this magazine is kept with many others on stalls. Cover grid is designed such a way that it can accommodate main visual, main cover story and other stories giving appropriate prominence to each element.

Just excellent! Not a single page has even a tiny printing problem, it just perfect. Colors are so real- whether it is gold, diamonds, silver or skin; everything is printed in its natural colors. Prepress work is fine, accept a few pages. Even full page & spread size pictures are printed well.

Entire magazine of around 112 pages is printed on art paper and that makes it a class product. Again, that was essential for this kind of genre & positioning of the magazine.

Adorn is a bi-monthly magazine and having this quality of content & presentation cover price Rs.100 is quite reasonable.

Adorn is positioned as luxury jewellery magazine, but so far I can’t see any big difference from other existing jewllery magazines. To justify its positioning of ‘luxury’ & ‘lifestyle’, it needs more clear editorial structuring and obvious differentiators.

For more Indian magazine reviews: