‘Underachiever’ achieves record sales for TIME

Published: 14th July 2012 08:21 AM  |   Last Updated: 14th July 2012 08:21 AM   |  A+A-

The controversy over the cover story of the latest issue of TIME magazine, which described Prime Minister Manmohan Singh as an ‘underachiever’, has not settled down yet. The findings of the magazine created headlines in media across the country. However, those who wished to have a copy of the magazine would be disappointed.

The copies of the July 16 issue of the magazine have been sold out in the shops across the state. Prasanth P L, senior official in the magazine division of Pai and Company, said that the magazine sold out like hot cakes. “We are subscribing to 55 copies of TIME for sale in our shops across Kerala. Our shops have a large number of regular buyers of the magazine, but for the latest issue, the demand was exceptionally high. People are still asking for a copy of the magazine,” Prasanth said.

They had ordered 10 more copies of the issue which reached the shops on Friday. The number is too small to meet the demand. The extra copies had advance bookings. Gilbert, owner of a small book shop near Broadway, Ernakulam, said several people approached him for a copy of the TIME. “Around 10 to 15 people are coming daily to buy the magazine for the past few days,” Gilbert said.

The TIME magazine never gets sold if the cover story does not have an Indian connection, he added. When TIME brought out an issue about Gujarat Chief Minister Narendra Modi in March, the response was similar. All the copies were sold out as soon as the magazine reached the stands.

“I visited almost all the book shops in Kozhikode and Kochi for the latest issue. But the copies were sold out even days before I visited the shops,” said Ratheesh John, a journalist working for an architectural magazine in Kochi. “The controversies that followed the TIME cover story has created a hype among the public though the high price of the magazine keeps a major section away,” Prasanth added.


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