Leading Hindi daily Amar Ujala is launching its Nainital edition today, on June 28. This would help the group consolidate its leadership in Uttaranchal where with 62% penetration of any daily reach, Amar Ujala has an overall readership of 10.30 lacs, informs an official statement.
As the release describes, the need of launching a second edition in Nainital is perpetuated by the fact that Garhwal and Kumaon are two distinctive clusters of Uttaranchal. The Garhwal region was by far reached through Dehradun, while the Kumaon region could not be geographically configured through Dehradun edition, hence the need to cater to the local aspirations perpetuated a demand resulting into the launch of daily for Kumaon Region.
Looking into the demand and supply aspects, one would find currently on an estimated adult literate population of 61 lacs, only 16.56 lacs i.e. only 27% are being reached by any daily. While English daily with a mere 0.71 lacs i.e. 4% reach of any daily have a negligible presence, therefore the growth will be forthcoming in leaps & bounds for a Hindi daily in the region. The potential is immense and as a leader ‘Amar Ujala’ has to carve out this initiative.
Out of the total estimate population of 41 lacs who can read a Hindi daily in Uttaranchal, only 26.8% i.e. 16.37 lacs are reading any Hindi daily. A demand potential of 60% exists in this region. It is here that we see growths coming in & therefore the 2nd edition in Uttaranchal to ensure reach in two distinctive wings of Uttaranchal i.e. Garhwal & Kumaon region.