A compact version of the Hindi daily Amar Ujala has been launched in Kanpur. The publication Group has identified a clear segment of readers following a test launch in the city. The price of the compact version has also been kept lower as compared to the competitors, at Re 1.
“Research findings brought us to a conclusion that a huge untapped segment exists which is keen to read the morning newspaper, but is unable to do so either due to lack of time or a price barrier. This led us to develop a new product that would be priced lower than Rs 3, which is the price of most leading publications in Kanpur. In addition to the price, reaching the readers on time in the morning was another concern area. Keeping both these reader requirements in mind the ‘Amar Ujala Compact’ was conceived in the month of August,” said Sunil Mutreja, President-Marketing, Amar Ujala.
Special content development teams have been set up at the corporate level and at the Kanpur unit level. The content of the all-colour daily would be unlike most tabloids and has almost everything that any broadsheet has, added Mutreja.
A clear-cut communication strategy was devised to usher in the newspaper, in keeping with the market expansion and the increased penetration. The city was abuzz with the teasers of the compact newspaper across different media including hoardings, which led the residents of Kanpur to guess about the new newspaper. The promotional teasers had messages like, ‘Barood hai compact hai’ (Small but exploding), ‘Bharpoor hai compact hai’ (Complete but compact), which finally led to ‘Aa gaya ab Amar Ujala Compact’ (Amar Ujala Compact eventually has arrived) and ‘Compact size sampurna akhbaar. Ek rupaye mein sabki khabar’ (Complete news at the compact size for Re 1).
The initial print order was more than 60,000 copies. “We expect to grow to a magical number of one lakh copies in Kanpur in the next three-four months. We have set up two new printing machines to cater to the demand of this growing segment,” added Mutreja.
Mutreja added that Amar Ujala Compact would subsequently expand its base to Meerut, Varanasi, Dehradun and Agra, and would be ready with those five editions by the end of this financial year.