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Chhattisgarh print war intensifies; Patrika launches Raipur edition

20-September-2010
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Chhattisgarh print war intensifies; Patrika launches Raipur edition

Patrika entered Chhattisgarh with its Raipur edition hitting newsstands on September 19, 2010. This is Patrika’s 27th edition launch in India. Patrika’s publication started with a humane gesture, when a veteran hawker started the printing machine by pressing its button. Patrika is now being published from seven states.

Patrika has forayed into Chhattisgarh after its huge success in Madhya Pradesh. It may be recalled that exchange4media had reported on September 13, 2010 about Patrika’s imminent launch in Chhattisgarh.

Patrika’s entry in Chhattisgarh has created a resounding buzz in the market. Its pre-launch campaign in the state has helped in bringing forth the issues that relate to the citizens directly. The promise and the will to come out as the voice of the people of Chhattisgarh has been the key point in the positioning of the newspaper amongst its prospective readers.

Speaking on this occasion, Bhuvnesh Jain, Editor, Patrika Group said, “The product that we offer to our readers is a wholesome package of national and international issues with an apt mix of sports, business and entertainment. The city supplement caters to highlight and expound the contemporary culture and lifestyle of the cities, whereas Patrika Nano is totally dedicated to bring out the local issues and campaign for them intensely.”

In its three-month long pre-launch survey in Raipur, Patrika took stock of the situation faced by the readers in the city. Backed by a strong team of over 500 surveyors, Patrika contacted over 1.45 lakh households in the city. According to the Patrika Group spokesperson, the response of the pre-launch survey was quite encouraging and it further aided the daily’s strategy to penetrate the newspaper market of the city effectively.

According to BR Singh, Senior General Manager, Circulation, Patrika Group, “Comparing IRS 2008 R2 with 2010 Q2, we witness a steep year-wise decline in the readership figures of the major players of Raipur City in Chhattisgarh. This clearly indicates that the readers are looking for a better option. The point of discussion gets even more interesting when we compare the situation of the newspaper market vis-à-vis the boom, which the state economy currently enjoys. This further reinforces the belief that a newspaper with credibility and courage is the awaited product, which will eventually find its rightful place in every household of the state.”

Arvind Kalia, National Marketing Head, Patrika Group, added here, “Chhattisgarh had to be our next destination owing to its amazing potential. The existing players have failed to capitalise on their reader base even when the possibilities to do so are huge. The governance is encouraging, the economy is progressive and the youth is powerful, these are the drivers that make or break the possibilities for a newspaper in the state and we look forward to reap the benefits to the maximum. We have offered a much better and more enlightened product to the readers and this would be the decisive factor in our inevitable success. We are offering our readers three newspapers for the price of one and the brighter part is that we have an all-colour newspaper, which happens to be a big differentiator.”

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.