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FORCE
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www.forceindia.net
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FORCE is an 80-page monthly print magazine (with an Internet edition
www.forceindia.net) on national security: defence and homeland. It started in August 2003 with an edition dedicated to Indian Army operations on the Line of Control with Pakistan. Reviewing the FORCE inaugural edition, Indian national newspaper Hindustan Times wrote:
A monthly glossy magazine on national security patterned after the internationally respected Jane Defence Weekly, FORCE, combines in depth reporting with critical analyses, a rarity in Indian defence reportage. FORCE is aimed, not just at the soldier or the scholar, but also the diplomat and the arms merchants. The articles are exhaustive, and some have archival value which portends well for such a magazine.
A few months later, another Indian newspaper, Deccan Herald, reviewed FORCE. It wrote in its Books section:
FORCE covers a broad range of issues, from higher defence management to military news and features, paramilitary matters, military aviation, naval affairs, border management, diplomacy, and Pakistani and Indian perspectives. The magazine aims to package news and views like the reputed British publication, Jane’s Defence series.
By the time FORCE brought out its first anniversary special issue in July 2004, it was being read by discerning readers in India and in countries focussed on India, both as a market for defence equipment as well as a strategic partner. The reputed Washington DC-based Foreign Policy Journal wrote:
Packaged as a full colour consumer magazine, the FORCE publication demonstrates how foreign policy and security concerns are becoming more mainstream topics of discussion. FORCE’s broad approach to security is an improvement on the alarmist tone often struck in Indian newspapers and magazines. At more than a dollar per issue, FORCE costs roughly half of what Time and Newsweek cost on Indian newsstands.
As FORCE readership increased more eminent people send in their comments. Before he started contributing articles in FORCE, renowned US strategist Ashley Tellis, now a Senior Associate, Carnegie Endowment for International Peace, United States wrote:
FORCE represents a most exciting development in Indian defence journalism. By focusing equally on strategy, equipment, operations and doctrine, it provides readers with balanced coverage of critical issues facing Indian defence policy.
(For more comments on FORCE, please see the last section)
What FORCE Writes
Today, FORCE is in its 10th year. In more than nine years since it started, it has helped in mainstreaming national and homeland security issues, such as:
• The defence forces (Indian Army, Indian Air Force, Indian Navy and Indian Coast Guard): doctrines, operations and procurements;
• Defence industries, both global and indigenous;
• Defence Research and Development Organisation;
• Procurements by Imports and Indigenisation;
• Emerging Technologies in Support of Revolution in Military Affairs;
• Technologies for Strategic Reach;
• Terrorism and Counter-Terrorism;
• Intelligence and Cyber Security;
• Homeland Security and Paramilitary Forces; and
• Strategic and Geo-Political issues affecting India’s security
However, the focus of FORCE remains the military and paramilitary forces and their requirements. For this reason, every issue of FORCE focuses on procurements in the light of the new procurement policy of the government of India.
Why Advertise in FORCE
There are several reasons why advertising in FORCE is a good idea.
1. FORCE is not a mere newsmagazine; it is a resource-base with a long-term shelf-life. Our readers constantly reference FORCE for research work, promotional examinations and formulations of SQRs. This is the reason all monthly issues of FORCE are bound together in an attractive leather ensemble as an annual volume at the end of each year and is made available for sale. Hence, an advertisement in FORCE has a shelf-life of years and not merely a month. Every time someone refers to an old edition of FORCE, he will see the advertisement.
2. FORCE is the first magazine in India to integrate all aspects of defence and security into one collective whole. Today, as external defence demands greater synergy between air, land and sea (the military forces), the homeland security requires better cooperation between the military and the paramilitary. Hence, the government of India is increasingly integrating and collectivising procurements, for better operational and financial efficiency. FORCE is one medium that ‘speaks to’ and ‘speaks of’ both these prongs.
3. In a short span of a decade, FORCE has built a formidable bank of credibility and respectability. While the top policy-makers and serving government of India officials speak with FORCE, globally renowned experts have written and continue to write in FORCE. These include General Jehangir Karamat (former Pakistan Chief of Army Staff), Late J.N. Dixit (former Indian National Security Advisor), Maj. Gen. Mahmud Ali Durrani (former Pakistan National Security Advisor), Kanwal Sibal (former Indian Foreign Secretary), Admiral Arun Prakash (former Chief of Indian Navy and a leading strategist), Bruce Riedel (advisor to four American Presidents), Late K. Subramanyam (a leading Indian strategist), Ashley J. Tellis (senior associate at the Carnegie Endowment for International Peace) and Air Chief Marshal A.Y. Tipnis (former chief of Indian Air Force. It is the reputation of FORCE editorial — critical, unbiased and in depth — that ensures that FORCE is taken very seriously by the policy-makers.
For readership profile of FORCE see the following pie-charts.
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