Publisher’s Message, Winter 2007

Celebrating 5 Years of ANOKHI Magazine!

This is always a magical time of year for me because it marks another anniversary and yet another year in publishing a magazine that has become known as the number one fashion, lifestyle and entertainment quarterly of its kind in Canada and the U.S.–not to mention, the longest running. You’ll have to excuse me here but after a year of non-stop hard work, I can’t help but brag a little because it’s that one time in the year when I come up for air and breathe in that warm, fuzzy feeling known as ‘accomplishment’! This year, more so than ever before, being that it is our fifth anniversary milestone issue, I’m giddy at the prospect of diving into our sixth consecutive year of publishing a magazine that many said would not last past the first year, as unfortunately in this industry, many do not. But here we still are, ploughing through the trenches of a highly competitive industry that does not take casualties but does, to its credit, celebrate those who remain standing.

It’s almost surreal to believe that ANOKHI has been promoting and celebrating all things South Asian for five years now…wow…WOW! In some ways, it feels like just yesterday I sat on my rocking chair (yes you read it right, my rocking chair –it’s my space of creative Zen), pen and notepad in hand, and conceptualized what ANOKHI would be. But then, on other occasions it feels like a lifetime ago because both ANOKHI and my team, as well as myself, have come a long way in exploring who, why and where we are professionally. The subjective byproduct of emotions that I have personally experienced has enlightened me to the core of a reality that screams a need to push forward and break down even more barriers until there are none left standing. So the journey that remains is still long and full of many foreseeable and unexpected hurdles and successes, which makes for an exciting ride ahead and one that my team and I are ready to take on.

With this being a very special issue for us, I would like to do something a little off the beaten path this issue, as it feels fitting that we have been around long enough to say that ANOKHI has a history–one which has spurred much speculation over the years in terms of why I started a magazine such as this, why we have survived when many before and during us have expired, and what the journey has been like from the first issue to the current one. So my ANOKHIites, sit back and cozy up because what is about to follow is a behind-the-scenes peek into the inception, tribulations and successes of ANOKHI magazine. I’m going to answer the top ten most frequently asked questions that all of you have wanted answers to since day one. So here goes…

#10: Why do the big, multi-national ad companies consistently advertise in your magazine but are reluctant to advertise in other South Asian magazines?

ANOKHI has, from the get-go, promoted itself as a mainstream publication–a magazine about all things South Asian for any and everyone who is interested in our culture. In addition, our visual presentation is not dissimilar to most other fashion-lifestyle-entertainment skewed magazines on the mainstream market so advertisers get a sense of familiarity when faced with our publication for the first time. Moreover, our ad placements coincide with relevant editorial so advertisers get the best bang for their buck. Furthermore, our newsstand circulation is predominantly mainstream so our magazine is visible to advertisers who walk into their local bookstore.

#9: What’s so different about your editorial, since most magazines talk about fashion, lifestyle and entertainment on some level?

I can’t speak on behalf of what other magazines do or don’t do but pertaining to ANOKHI, our editorial mandate has always been to offer up articles that are in-depth, well-researched and written, probing and provocative, and uniquely informative. Add to that the diverse subject matter and a ton of variety and you have an “ANOKHI” original article. All of our editorial subject matter is created in house as we do not believe in reprinting articles that are available for purchase because then they will not encompass all of the factors that make for an ANOKHI article. We’re also all perfectionists–it’s only ever good enough for half a second, which is why the magazine is constantly bettering itself issue by issue. We pride ourselves on giving our readers more than they expect, which is what keeps you coming back! We do this by being honest enough about each of our respective expertise and more importantly, our limitations. We allow each other to breathe creativity in what we do best because we trust that all team members will do nothing short of their very best. As cliché as it may sound, ANOKHI is more than a team, it’s a family.

#8: How is it that two strong, opinionated women, namely you and your editor-in-chief Pamela, can work together without fighting about who gets the last word?

Who says we don’t fight? Of course we do, as do all the ANOKHI family members and as do all families in general, but we’re all very secure in what we bring to the table so our difference in opinion is ALWAYS based on what’s the right thing for ANOKHI. Once you get that clarified, it’s not who gets the last word but whether it’s the right last word. In short, we all have an ego and its name is ANOKHI.

#7: Why do you choose to put non-South Asians, who have hundreds of magazines that spotlight them, on the cover of a South Asian magazine? Aren’t there enough bevies of beauties in our culture that are worth talking about?

First of all, our focus with ANOKHI is, and always has been, to stand out amongst both the South Asian and mainstream magazines alike. In order to survive in an industry as competitive as today’s magazine industry, you need to offer a prospective reader something that they won’t find anywhere else, and in a way that is not offered anywhere else either. This is why we decided to do something different by offering up a unique yet relevant concept–a crossover magazine to a crossover generation. We are a generation that pools from two very different cultures: that from where we originated and that from where we live.

Secondly, we have sought to be a magazine that is real about identifying the world in which we live–a multi-ethnic milieu of cultures and ideologies from which all can find common ground. From my perspective as a South Asian woman, not only am I interested in or inspired by stories of the human journey that are culturally defined, but also those that are universally related. I don’t think any of us live in a world that is influenced by only one culture so why should we narrow down the prospects from which we can learn and grow?

I believe, as does the ANOKHI family and many, many like us, that our stories need to be told if we are to avoid being pigeon-holed into pulling our culture over our heads as a security blanket as some cultures have done in the past and still do today. Our culture exists to guide us to recognize who we are and what we need in order to be our own unique selves, not to be a crutch that is like a noose around our necks but rather, a guide to being free to be the best that we can be.

#6: Why did you choose to launch a magazine, the single most difficult medium to sustain?

At the time we launched in November 2002, it was the only medium that was not being facilitated in terms of South Asian media in the West. Through market research, we determined that there was a need that was not being filled. So we filled it!

#5: How have you lasted long beyond any other South Asian quarterly magazine of your kind in Canada and the U.S.? What’s your secret?

The first thing we did before even releasing a single issue was eight months of market research to identify what was missing in the South Asian media forum, and then we went on to determine what the profile of all the growth segments of our population were. We determined, as mentioned in my previous answer, that magazines that were made in the West were conspicuous by their absence. Then we determined that there were two growth segments: the newly arrived and the western-born. The newly arrived were already being facilitated in the two ways that were of the greatest relevance to them – connection to the homeland (South Asian newspapers and Bollywood magazines), and knowledge of the west (western newspaper dailies). The western-born, however, were more interested in western media as there was no medium that identified their profile. In terms of magazines, there were none. So we secured a number of years of investment, knowing that advertising would not generate enough money to sustain/grow the business for the first few years, and then we made the calculated decision to give this educated, affluent, brand savvy segment of our population the voice they so needed through ANOKHI, a magazine that would give them both recognition, a platform and a forum to listen to their feedback. Relevance creates connectivity, which in turn, sustains loyalty. In short, we gave and continue to give what they want and need and in return, they give us what we want and need–their ongoing and growing support.

#4: What obstacles have you come across during your journey?

Every type that you could and could not imagine, like very little support in the early days from our own community to the challenge of convincing the multi-national advertisers that the South Asian community is a viable market for their advertising dollars.

#3: How do you get all the high profile Hollywood celebrity interviews and covers that you do while other Indian magazines don’t?

It’s simple, we just ask.

#2: How can we get involved with ANOKHI?

Depending on what you’re looking to do, email the appropriate department head with your contact information, request and resume. All contacts for ANOKHI are listed on our website, AnokhiMagazine.com, under our ‘Contact Us’ link.

#1: How did you come up with the name ANOKHI and what does it mean?

I wanted a word that would exemplify how unique the publication would be, that it was a South Asian content-driven magazine, and a name that had the capability to be multi-branded. Then it came to me as I sat on my rocking chair–ANOKHI, the Hindi word for unique. It fulfilled all my requirements with the added bonus that it almost sounded like the English word ‘anarchy’–a word, which means rebellion against convention. It was perfect, like manna from Heaven!

As a final note, I would like to take this opportunity to recognize the unflinching and continued support ANOKHI has received from our global editorial network base, our loyal subscribers and readers, our advertisers and public relations firms and our partners and affiliates.

Here’s to another five years of striving, thriving and identifying!

Be UNIQUE. Be ANOKHI.

Raj Girn
Founder/Publisher