The Dainik Bhaskar group seems to be on an expansion spree. After Baroda edition, the group announced the launch of its Bhilwara edition from August 18. Added to this, New Era Publications – a Dainik Bhaskar Group venture, is also coming up with a Hindi family magazine, ‘Aha! Zindagi’. The first issue for September 2004 will be on stands by August end.
Speaking on the Bhillwara edition, Girish Agarwal, Director, Marketing, Dainik Bhaskar, shares, “This edition goes with our strategy on getting more focussed on the smaller towns. There are two reasons why this helps the group itself. First, these towns themselves have become very important and need that kind of detail in coverage. Secondly, they have become very important to advertisers too. With this, we give them a better medium to reach out to the targets.”
Agarwal explains that with this edition, the circulation in this part of Rajasthan is expected to increase from 18,000 to 30,000. “As per NRS, we grew by 1,52,000 readers in SEC A alone in Rajasthan. This is not just growth but growth in the right direction. With these initiatives, we can expect a quantum jump in the next report as well,” he expresses.
Till now Bhilwara is being catered by the Ajmer edition of Dainik Bhaskar. Agarwal shares that based on the needs and demands of the people in Bhilwara, Dainik Bhaskar decided to launch this edition. This new edition from Bhilwara will feature four pages of local news.
With this, Dainik Bhaskar now has 12 main editions and 27 district editions in Rajasthan, including editions from Jaipur, Jodhpur, Udaipur, Kota, Ajmer, Bikaner, Ganganager, Alwar, Siker, Pali, Bhilwara and Banswara. “Furthermore, we are in the process of launching few more district editions to give better news coverage to our readers and also provide more effective reach to our advertisers,” informs Agarwal.
Dwelling on ‘Aha! Zindagi’, he shares, “This is positioned as a lifestyle family magazine. Prior to this, no Hindi magazine was there with this proposal. Most of the magazines available in Hindi are either women-oriented or political or film-based.”
‘Aha! Zindagi’ targets readers between the age group of 19 to 45 years – belonging to upper and upper middle class of society. The product is priced at Rs 15 per copy.
Agarwal says, “A great detailing and depth has been gone into the designing of the magazine. It’s been designed in a unique Jumbo A4 size. This is, in fact, the general international magazine size. ‘Aha! Zindagi’ will have 80+4 pages with art paper cover and glazed newsprint pages. Due care has been taken to give it the new-age look keeping the target audience in mind.”