First ‘In-Taxi’ Mag Launches In India

mumbai_taxi.jpgPrint isn’t dead—on the other side of the world, at least: the Mumbai Taximen’s Union has just launched what is thought to be the world’s first ‘in-taxi’ magazine.

MumBaee is described as “sleek” and looks like an in-flight magazine. It will include light features on Mumbai life and event listings.

Editor-publisher Vishnu Kadam said that commuters can spend up to a few hours in a taxi at one time. He added: “People who travel by taxis fall in the middle and upper middle class category of consumers, who are educated and command considerable spending power.”

Kadam told DARE, an India-based magazine for entrepreneurs, that the magazine is launching with an initial print run of 30,000. “By July, we plan to double it,” he said.