The planned 3D issue of Hindi daily Dainik Bhaskar Jaipur has been postponed to November 4, 2010. Earlier, this issue was slated to hit the newsstands on October 29, 2010. The newspaper has, reportedly, 3.5 lakh copies complete with a unique interactive experience for its readers. The newspaper has plans to carry nearly 35 advertisements in 3D version from the retail-local advertisers. The issue will feature edit area and pictures using 3D imagery too.
Speaking on this development RD Bhatnagar, CTO, Dainik Bhaskar Group, said, “The capability to do a 3D issue has been with the group for some time. Unfortunately, the cost of glasses and for doing this for a single advertiser, the whole effort tends to become prohibitive. The idea of having multiple 3D advertisements in a single issue has brought the cost down."
The Newspaper has claimed that for this edition almost 3.5 lakh plus 3D glasses will be distributed in a single city. To ensure that all the readers enjoy this and the glasses reach the houses, a parallel teaser cum educative communication campaign has been launched. The hawkers, the last mile of connectivity in newspaper, have been taken into confidence with special incentives for this delivery. The readers are already aware that they must get the glasses with their 3D edition copies on the day.
Vinay Maheshwari, Vice President, SMD, commented, “I am personally very pleased with the relationship and the encouraging response we are getting from the Jaipur circulation team and the newspaper hawkers.”
Speaking on the challenges in the execution of the task, Manoj Agarwal, COO, Rajasthan , Dainik Bhaskar Group, stated, “The task did look daunting at the start but then sheer belief in our capability and result oriented project working made it possible with joint efforts of all the verticals. Doing unique things and providing newer relevant experience to the readers and in the newspaper category has been a focus area for us and I am sure that this initiative will strengthen our image as an innovative and aggressive brand.”
The concept of predominant 3D newspaper was pre-tested with the readers and the advertisers and their reaction encouraged the Jaipur Edition of Dainik Bhaskar to create this unique issue. Before the distribution of the 3D edition, the production department has planned to do few dry runs, to ensure smooth production as this was not a supplement that was being printed offline but a part of the same day newspaper.