The Rise of the Velvet

It seems like nothing can get in the way of Velvet Silver’s pursuit to spread its wings in the Indonesian media industry - not even the raunchy protest by the likes of FPI (Front Pembela Islam) to stop publishing its controversial Playboy magazine.

Following the launching success of FourFourTwo a few months back, by the end of October this year the Velvet Silver Media will introduce the Indonesian edition of Shape, a lifestyle magazine that focuses on fitness, aerobics, and nutrition that is published in the US.


“This magazine [Shape] is a mix between Cosmopolitan and Fit,” said Avianto Nugroho, Promotion & Event Manager of Velvet Silver Media, whom I met at a gathering organized by the moderator of Advertising Indonesia mailing list last Saturday.

A combination between lifestyle and fitness – this should be interesting.

Avi, who is familiar with the Indonesian lifestyle media business, further elaborate his company’s expansion plan.


“By early next year, we are planning to take over the publishing license of Behind The Screen.”

Behind The Screen magazine is geared for professional in broadcast and film.

Prior to joining the Velvet Silver, Avi was part of the MRA media family. He was an editor of MTV Trax magazine (now Trax). MRA Media is famous for publishing the Indonesian edition of lifestyle magazines like Cosmopolitan, Harper’s Bazaar, Cosmo Girl!, FHM, Good Housekeeping, etc.

With the presence of people like Avi in the team, could Velvet Silver overpower the success of MRA media giant? No evidence is saying otherwise.