To keep pace with the changing readership preferences and market dynamics, Hindi daily Amar Ujala has launched four new supplements as well as a daily page on glamour. Rajiv Singh, Vice-President, Marketing, says the exercise was undertaken to give a complete makeover to the image of the newspaper.
The aim is to cater to the needs of young readers, women and those interested in glamour, Singh said. All the supplements will be circulated free of cost with the main paper across all 13 editions. Extensive ad campaigns are being conducted in all the major cities of Uttar Pradesh, Himachal Pradesh, Jammu, Punjab and Uttaranchal. An ad revenue of Rs 2 crore from these new products is being targeted this fiscal, Singh informed.
Singh said that an extensive in-house survey over a period of four months across 10 major cities in UP showed that the Hindi reading youth (15-25 years) and women wanted special features on career, education, beauty, glamour among other things. Keeping these readership preferences in mind, the first eight-page supplement, titled “Career +”, and carrying the tagline “Turning point”, hit the stands on June 30. The supplement’s content includes career options, youth trends, science and technology, etc., and will be a regular feature every Wednesday.
For the first time, Amar Ujala has launched an exclusive for women, A4 size weekly magazine which is being circulated every Friday. The magazine titled “Rupayan” carries the tagline ‘Apki sajag saheli’. It lays emphasis on beauty, nutrition and health issues. In addition, “vastu” and guest columns by women achievers also form part of the content.
Saturdays are for the teen brigade and the youth. They get a supplement titled ‘Teen.com’ carrying the tagline ‘Total masti’. This supplement targets the urban youth (13-25 years). It will have articles on school students, SMS, college life, jokes, interactive columns, etc. On Sundays, readers get another supplement on Bollywood named ‘Rangayan’. This will have information, features and interviews of film and TV stars.
In addition to these, a new daily page on glamour has also been launched. This carries news from the fashion world, Page-3 personalities, the party scene, etc. There will be film reviews also.