After Madhya Pradesh, it’s now the turn of Himachal Pradesh to see some action from the Hindi newspapers, and Dharamsala seems to be the hot favourite of media houses.
Dharamsala, which already has players like Divya Himachal, Punjab Kesari, and the recently-launched Dainik Jagran, will now have see Amar Ujala entering the fray.
Amar Ujala, which so far has been catering to Himachal Pradesh through Jalandhar and Chandigarh editions, will now be making its presence felt in Dharamsala by coming out with its Dharamsala edition on December 8. Districts like Kangra, Mandi, Chamba, Kullu and Hamirpur will be covered through this edition.
Varun Kohli, Business Head, National Marketing, Amar Ujala attributed certain factors that are prompting Hindi print conglomerates to invest heavily in this state, one of them being the power surplus state that it is. He said, “It’s a consumer market and is one of the most literate states. Himachal Pradesh is getting its due share now.”
Elaborating more on the reason for coming up with the Dharamsala edition, Kohli said, “It’s a popular state, people have to understand it’s a different market, earlier it was more of a spillover market from Chandigarh or from Jalandhar. We had understood that need and we were doing it from the last four or five years. So now, in order to pay a tribute to the people of Dharamsala we are coming out with this edition.”
Atul Maheswari, Managing Director, Amar Ujala, while pointing out that Amar Ujala was the number one paper in Himachal Pradesh, said that the paper was extending its printing facility in Dharamsala and added that the dynamics of the market was not changing.
Kohli was quite upbeat about the potential of the market even as far as advertising was concerned. According to him, Himachal Pradesh, which was considered to be a spill over market so far, was now getting its due share and brands had now started realising the importance of this market. He said that advertisers these days also understood that it was a big market. He felt that advertising wise the market would grow more than 100 per cent in the next two to three years.
Commenting on the Dharamsala edition, Kohli further said, “We have always been a leader. We want to give respect and tribute to the people of Himachal. The Himachali has made us what we are and we strongly believe that this market will explode in a big way.”