Bauer Works welcomes Vineetha Menon

Bauer Works has appointed Vineetha Menon to the role of Digital Editor. Vineetha has worked with several local media brands including Aficionado, Dubai Calendar and ITP Media Group’s publication, Time Out Dubai. She most recently worked with NPI Media as Senior Editor, where she worked across the Concierge luxury and lifestyle portfolio. In her new role, she will work with the content team at the Department of Tourism and Commerce Marketing (DTCM) for and related channels with the aim of ensuring visitors remain up to date on the best places to eat, where to shop, things to do and what to experience while in Dubai.

“I am thrilled to join the team at Bauer Works, working in-house with the DTCM team,” says Vineetha. “As Digital Editor, I look forward to presenting the very best for visitors to see and experience in Dubai with a focus on ‘always-on’ content.” set to go live in the UAE

From March 9, 2015, residents and visitors to the UAE will enjoy a new lifestyle service available online from, created as a hub for the destination’s best experiences – spanning activities, shopping, restaurants and places to stay. The company behind the concept – npimedia (NPI) – will introduce the platform to its clients on March 9, 10 and 11 at Reel Cinemas, Dubai Marina Mall.

Launching with over 50 premium brand partners and offering more than 100 high-end lifestyle experiences to its users, goes to market with the support of its exclusive launch advertising partner, Cartier.

“, is populated by fantastic media that includes video, a wealth of partner content that the user can book, a responsive site that works across screens and devices, a dynamic CMS that can be accessed by partners, a rewards programme and an aggressive marketing campaign to bring in users,” says Rob Nicholas, Managing Director, NPI. “, is like a department store that can change its shop window according to who is walking by – displaying products and services ideally suited to either the resident or the visitor.”

Ex-Chief Concierge of Atlantis, The Palm Dubai, Ankur Bagga is tasked with curating experiences that will meet the five-star expectations, and is supported by a team of relationship managers responsible for signing up new partners to the site.

“Although, is a new service, the concierge concept is not. When I saw what NPI was doing to bring the concierge to life on a digital platform I was blown away – and to be honest, so are most clients when we reveal the concept to them,” adds Ankur.

Residents and visitors can sign up to, from March 9, 2015.

NPI renews strategy focus for 2015

Following a rebranding campaign in the summer of this year, npimedia (NPI) now plans to focus on the development of its concierge portfolio of magazines as of 2015. NPI currently has the largest single portfolio of audited titles in the UAE, with all five concierge editions – including concierge Arabic, Chinese and Russian – standing alone in the market as the only magazines in these languages with a guaranteed circulation. NPI will be further developing these titles, as well as enhancing its offering with a new and innovative digital platform, launching at the end of the year.

NPI’s strategy for 2015 will be centred around consolidating and developing its existing media brands, having decided to refocus efforts and move away from contract publishing works that are not directly aligned with long-term development objectives. In line with this, NPI has made the decision to cease publishing The Dubai Mall Magazine, produced on behalf of Emaar Malls Group.

“We have had a very successful collaboration with Emaar Malls Group over the last four years to establish a new title in the market that elevates The Dubai Mall brand,” says Rob Nicholas, Managing Director, NPI. “It is both well respected and well supported, and we leave the magazine in a fantastic position for 2015.”

NPI undergoes rebrand

NPI – formerly Nicholas Publishing International – has undergone a full rebrand and redesign, which includes renaming the company’s full title to npimedia (NPI). Established in 1997, the UAE publishing company has unveiled a new name, brand identity and logo as part of a dynamic evolution to change the shape of the company, in a cultural sense as well as the outward projection of the NPI brand. NPI’s portfolio includes five editions of Concierge magazine (Dubai, Abu Dhabi, Arabic, Russian and Chinese), as well as The Dubai Mall Magazine, Rotana magazine and a portfolio of eight meetings industry magazines – meetme and meet destination guides.

“As part of our renaming, we have also rolled out a new brand identity for the company,” says Rob Nicholas, Managing Director, NPI. “For too long we have focused on elements of our portfolio and paid less attention to the umbrella under which they fall. We felt that the company needed a brand presence that is at least as strong and engaging as our core media.”

New Editor joins The Dubai Mall Magazine

Caroline Scott has joined NPI Media as the new Editor of The Dubai Mall Magazine. Formerly Deputy Editor of OK! Middle East, Caroline will oversee the day-to-day running of the magazine.

“I am delighted to be joining the talented team at The Dubai Mall Magazine at this exciting time of growth for the mall and the city’s fashion scene, as a whole,” says Caroline. “Coming from a luxury publishing background, I find myself in a happy new home and look forward to a bright and busy 2014.”

The Dubai Mall mag distributed with Vogue Italia

It has been announced that the October issue of The Dubai Mall Magazine will be bagged and distributed with Vogue Italia to coincide with the Vogue Fashion Dubai Experience, which takes place at The Dubai Mall on October 10, 2013. Nicholas Publishing International, publishers of The Dubai Mall Magazine, will print 10,000 additional copies for the occasion.

The evening is the brainchild of Mrs. Franca Sozzani, Editor-in-Chief of Vogue Italia, and Mr. Mohamed Alabbar, Chairman of Emaar Properties, and will offer fashion shows, exhibitions, interactive events and celebrity appearances.