Community newspapers aim to create a bond with the audience by publishing local news. Such newspapers reflect the lives of the readers by covering what is of upmost importance to them, be it, people, news or events in their community.
This is the concept that Jagran Cityplus has been successfully exploring. Cityplus enters its fifth year with 35 editions. The paper caters to premium residential localities in each city.
The English weekly began with one edition in Noida in the year 2006 and went on to expand in Gurgaon, Faridabad and other areas in Delhi NCR. Today, it has 13 editions in the National Capital region. Bangalore was the first non-Jagran belt city where Cityplus was launched in 2007 from Indiranagar. Today, Bangalore has seven editions of Cityplus.
Cityplus launched in Pune in 2009 and today has seven editions in areas like Aundh, Deccan, Koregaon Park, Kondhwa, Kothrud, Wakad and Camp. In 2010, the tabloid was launched in the twin cities of Hyderabad/ Secunderabad, Mumbai, Ahmedabad and Kolkata.
Speaking on the community papers space and why Jagran entered this genre, Shailesh Gupta, Director, Jagran Prakashan Ltd, said, “Community papers are a great success across the globe and provide hyper-local content and are an apt medium to advertise for both organised and unorganised retailers. Looking at India’s growth story in the last five years, it seemed appropriate to tap this space and create a community connect. Cityplus also gave us an opportunity to venture into the non-Jagran belt, thus increasing our footprint.”
Cityplus aims to cover all Tier I and II towns in India by expanding to cities like Baroda, Indore, Chennai and various other cities.
Speaking on the road ahead, Salil Tandon, CEO, Cityplus, said, “With the advent of satellite cities and off shooting of new townships, a community centric product like Cityplus is the need of the hour. It helps the migrated people to know and become a part of their locality. The local advertisers get an effective and low cost medium to reach their target audience.”
On the factors contributing to the paper’s success, Puja Sethi, Executive Editor, Cityplus, “Cityplus is a link that binds different communities in various cities. We chronicle the everyday lives of our readers. They may be civic issues, triumphs or tribulations of life. We publish news that has an instant connect with the readers. Each edition has a different frame of reference. We explore the neighbourhood issues of cities, which national dailies usually ignore.”
The distribution channel of Cityplus involves carefully selecting areas and households, and the newspaper is delivered door to door through a dedicated in-house team, thus making sure it reaches the right audience and giving maximum RoI to the clients. Also, this channel has become a great sampling tool for clients as it helps them to identify and reach their areas of interest.