Telugu daily, Andhra Jyothi, is venturing beyond its home turf, Andhra Pradesh to cater to the Telugu reading population the neighboring state capitals of Bangalore and Chennai.
The daily's 19th edition was launched in Bangalore on October 7, and the 20 th edition will roll off the presses at Chennai on October 15. The Chennai edition's special launch supplements would be unveiled by state Chief Minister Dr J Jayalalithaa on October 14.
"Andhra Jyothi has already procured a pre-launch print order of 11,000 copies in Tamil Nadu. Earlier, we were sending our copies from Tirupati to the state" informed Vemuri Radhakrishna, Managing Director of Aamoda Publications, the publishers of Andhra Jyothi Daily.
The Bangalore edition, which started with a print order of 8,000 copies, had moved up to touch 10,000 copies within a week, according to the spokesperson. In Chennai, sources confirmed that around 8,000 copies were being brought in from Tirupati until before the launch of the Chennai edition.
Since its re-launch following Radhakrishna's takeover of the (then) defunct publication, the daily has grown to 3.48 lakh copies (ABC, January-June 2005). On the readership front, the daily has registered around 3,500,000 as per NRS 2005.
Radhakrishna cited its content mix, customised to readers' segment specific needs through numerous sub-brands, and its young and vibrant outlook, as being among the reasons for the daily's success.
"The daily meets the hopes and aspirations of the young readers, which is why the daily has been attracting new young readers to its fold," added KRP Reddy, GM-Advertising and Marketing.
According to the recently released IRS R-2, Andhra Jyothi has a readership of 2,156,000, behind Vaartha's 3,729,000, and Eenadu's 8,775,000. In IRS R-1, the figures were at 1,747,000 (Andhra Jyothi), 4,142,000 (Vaartha) and 8,272,000 (Eenadu).
Between NRS 2005 and 2003 findings, the publication had registered an absolute gain of around 2,500,000 readers, and made significant gains in the women and SEC A1+ segments when compared to the competition, according to A S Raghunath, Marketing Consultant for Andhra Jyothi.
The publication is to launch one more edition from Mehboob Nagar in Andhra Pradesh shortly, taking its number of editions in the state to 19. The daily's current turnover is at Rs 70 crore.