Telugu daily Andhra Jyothi, which was relaunched in 2002, is planning to turn to metros like Bangalore and Chennai in January 2005 and later to Delhi and Mumbai, says K.R.P. Reddy, General Manager (Advertising and Marketing). The newspaper claims a circulation of 3,65,000 copies.
“While relaunching the paper, we decided to target the metros and the B towns. We believed that targeting rural Andhra was essential for penetration. Now that we have fully established ourselves in the state, we are targeting to expand to Tamil Nadu and Karnataka by next year,” says Reddy.
So is Andhra Jyothi posing strong competition to Eanadu? Says Reddy, “When we launched, the existing media was polarized between political parties. Eanadu was the benchmark in Andhra Pradesh. So we relaunched ourselves with a strong, unbiased editorial policy and saw ourselves faring well in the state.”
Recently, the daily launched the family Telugu weekly ‘Navya’. The weekly presents a bouquet of serials, stories, features and literary snippets in a lively, entertaining and trendsetting style. “It has had a good response and has been building up a loyal readership over the weeks. The pervasive and pernicious influence of TV is killing the reading habit, but the steady accretion of readers is a pointer to youth picking up the reading habit again,” says Reddy, adding, “Our loyal readers are career women, housewives and youth.”
About which regions Andhra Jyothi was doing strongly, Reddy says, “Our strong towns are Guntur, Visakhapatnam, Tirupathi, Ananthapur, Kurnool, Vijaywada, Nellore, Karimnagar and Warangal.”
How did it all happen? Reddy says, “We really haven’t advertised the brand. What we did was door-to-door promotions and that is what really clicked for us. We had our sales team visiting houses to garner subscribers.”