Business Standard has launched its Lucknow edition, the pink daily’s eighth edition, from June 1, 2006. The edition is being printed from Lucknow itself and has begun with a print run of 5,000 copies.
Speaking on the need for a Lucknow edition, Mukul Choudhari, Senior Manager, Brand and Communication, Business Standard, explained, “Lucknow had absolutely no business daily. The pink papers came into the city from Delhi and hence, reached the city only by 2 pm and to the business TG by 3-3.30 pm, which left them with just an hour before the market closed.”
He further said, “Lucknow is a growing market. The insight we had was that people would get the market information faxed from Delhi and pay almost Rs 50 to get these. This indicated the need for a business paper in the city and hence, we decided to launch an edition there.”
Business Standard has rented the Indian Express Group’s print facility in Lucknow to print this edition. “Hitherto, Lucknow was being serviced from Delhi, but in order to be present in the morning hours, we needed to print the paper from Lucknow itself,” Choudhari explained.
He informed that the Lucknow market had its own independent team of reporters as well as a marketing and sales division. “Business Standard’s supplement ,‘Accent’, has localised content and Lucknow edition has its own local pages, which is why we needed a set of reporters for the city. We have to take cognizance of the fact that there are issues that a Lucknow reader would be more interested in. For instance, Sahara would be of more interest to Lucknow readers than even Reliance,” maintained Choudhari.
Though Business Standard has not yet begun selling the Lucknow edition separately, Choudhari informed that this would commence soon.
The other markets where the business daily is present are Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad and Ahmedabad. Business Standard has three print sites – Chandigadh, Cochin and Pune.