After it's management buy-out from the Trinity Mirror group in July last year, EMG has gone on a spending spree to extend it's dominance of the ethnic media market, as it indicated at the time of the buyout. The purchase of Indiaweekly, announced yesterday for an undisclosed sum, marked it's second acquisition this year.

Indiaweekly, the UK's oldest English-language newspaper for readers from the sub-continent, was founded in 1964. It's publisher Richa Sethia said; "Indiaweekly is the product of an undying belief in and commitment to India and Indians abroad. I trust that under Ethnic Media Group, it will continue to serve its readers with the same fervour."

Indiaweekly offers EMG a well known brand, reaching the large Indian market in a less tabloid style than Eastern Eye (EMG's flagship product). But with an ageing readership, one wonders if it's a wise investment over the medium term.

With the younger generation increasingly getting most of it's news from the Internet, and not as strongly connected to India as the first generation, India Weekly doesn't seem to have a long shelf life.

The first title to be bought was the long ailing Occasions, a fashion and bridal magazine, in January this year. That announcement took quite a few people by surprise since most industry watchers had written off the title due to Asian Woman's overwhelming dominance. Although some have said the quality of the magazine has improved recently, it might not be enough to make Occasions into a profitable title unless it's fortunes turn around more quickly.

EMG also launched Diversity Today, a new monthly magazine for senior executives in the public and private sector in February.