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Amar Ujala to enter ‘competitions’ space with Pratiyogita

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Amar Ujala to enter ‘competitions’ space with Pratiyogita

Amar Ujala group is set to enter the competition-exams-centric magazine genre with the proposed launch of a new Hindi monthly magazine ‘Pratiyogita’. The 200-page magazine will target young aspirants who are preparing for competitive exams. The project is led by Yashwant Vyas, Consulting Editor, Amar Ujala.

Speaking to exchange4media, Vyas divulged, “This magazine will give comprehensive studies to the young aspirants who are preparing for competitive exams. A panel of eminent experts will be part of the editorial of our magazine. Their expertise will surely help the students of the Hindi belt who do not get sufficient study material to prepare for various competitive exams.”

This particular section of the magazine industry has seen growth in readership in the recent IRS results. ‘Pratiyogita Darpan’ has been a unique example of growth over the year irrespective of decline trends in the overall magazine domain. Pratiyogita Darpan, which had an Average Issue Readership (AIR) of 17.42 lakh in Q1 of IRS 2010, has upped its AIR to 19.57 lakh by Q4. ‘Pratiyogita’ (Hindi) is seen as a direct competitor to this leader in this domain.

Though Vyas did not deny the possibility of an English edition of ‘Pratiyogita’, but added that it was “too early to comment” on this. In the English magazines sphere, ‘Competition Success Review’, ‘General KnowledgeToday’ and ‘Competition Refresher’ have also seen decent growth. And when Amar Ujala enters in this genre, it will see some tough competition from these existing players too.

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