In an interesting development, Hindi daily NaiDunia, which is already present in Raipur (Chhattisgarh), has launched a low priced variant – ‘NaiDunia Abhiyan’ – in the same market on August 27, 2010. The aim is to increase reader base and reach out to the consumers who cannot buy the mainline newspaper. NaiDunia Abhiyan is priced at Re 1 on week days, while on Sundays, it is priced at Rs 5 with an additional 48-page magazine.
Naidunia Abhiyan is an all colour edition with 12 pages plus a four-page pullout. The number of pages is less than the mainline NaiDunia newspaper.
In the similar strategic move, a few days back Dainik Bhaskar had also launched its low priced variant, Jan Jagriti, in Raipur. Industry sources said that Patrika was set to enter Raipur during the festive season in October. Anticipating this move, established dailies in the market are gearing up for increased competition and are planning their counter strategies to make ensure that the shift of readers is minimal. This development from NaiDunia and Dainik Bhaskar is also being viewed in the same lines. It may be recalled that major Hindi dailies had slashed their cover prices in Chhattisgarh a couple of months back.
Commenting on NaiDunia Abhiyan, Vineet Sethia, Director, NaiDunia Media, told exchange4media, “Instead of introducing another promotional gift scheme for adding on new readers, launching NaiDunia Abhiyan seemed to be a more logical and practical step; and an attractive proposition for people who are not in the habit of regular newspaper reading. For them ‘Abhiyan’ will be a compact version of the principal newspaper. Sunday NaiDunia will act as the differentiator and will perfectly complement NaiDunia Abhiyan, especially for subscribers wanting some leisure reading through the week.”
This is the first time that NaiDunia has come up with any such a variant anywhere in India.
These steps from both the newspapers are also against any cover price war, unlike in Jharkhand, which had seen an intense cover price war among the top newspapers prior to the launch of Dainik Bhaskar.
“We had slashed the cover price of the daily in Bhilai a few months back, but in the Raipur market, we are not going to follow that,” said Debu Mishra, Vice-President, Sales & Development, NaiDunia Media.
He further said that NaiDunia Abhiyan would be similar to the principal newspaper sans the regular supplements. “But, a major attraction for the subscribers will be a 48-page glazed magazine, Sunday NaiDunia, every week. Sunday NaiDunia is already being published from nine other state capitals currently,” Mishra added.
The initial print run of NaiDunia Abhiyan is 10,000 copies per day in Raipur. The next destination for the daily is likely to be Madhya Pradesh. Meanwhile, the group has also launched a massive outdoor campaign in the city to support its new offering to the Raipur readers. Target advertiser groups for NaiDunia Abhiyan are similar to the mainline NaiDunia newspaper. “However, the third layer advertisers are definitely in our mind, but initially we want to concentrate on our reader base,” Mishra said.
Meanwhile, anticipating growing competition in Raipur, NaiDunia plans to have content variations. It is learnt that the newspaper is likely to introduce some more supplements in the coming days.
Two years’ back, in mid-2008, similar strategic moves were seen in the Bhopal (Madhya Pradesh) market from Dainik Bhaskar, when Patrika and NavDunia had entered the same market. Subsequently, Dainik Bhaskar had launched a low-priced variant, named Jan Jagriti, in Bhopal priced at Re 1. However, prior to the launch in Bhopal, Jan Jagriti was a successful experiment in Indore too.
Apart from NaiDunia and Dainik Bhaskar, the other newspapers present in Raipur market are Hari Bhoomi, Deshbandhu and Dainik Jagran. It is currently not known what steps these papers are taking to counter the competition in Raipur or Chhattisgarh market.