Women can now look forward to their own kind of news with Dainik Bhaskar launching Woman Bhaskar, claimed to be India’s first ever daily designed exclusively for women, in Indore. Woman Bhaskar has also been launched in Ahmedabad, Vadodara, Jaipur, Jalandhar, Ludhiana, Amritsar, Raipur and Jodhpur as a 1-2 page special. The paper will be launched in Chandigarh on January 1, 2008.
The Bhaskar Group had conducted a survey of women over four months and included 18 focus groups across 13 locations. Woman Bhaskar is a result of this survey, which helped the Group design the daily and test it for likeability.
Neeha Saxena, Manager-Ideation Cell, Bhaskar Group, said, “The research identified the needs of women from news and information in two major groups such as ‘social identity needs’ and ‘personal fulfillment needs’. It clearly defined their magnetism towards a certain kind of news, which is more relevant and critical to them. Woman Bhaskar is designed to provide this.”
Shravan Garg, Group Editor, Bhaskar Group, said, “Primarily targeting women in the 24-45 age group in SEC AB, Woman Bhaskar is being provided with the mainline Dainik Bhaskar in the newspaper-within-newspaper format Monday to Friday. It segments and filters the news and happenings by using the internally developed ‘Scanning Pentagon’, which ultimately decides which news will form part of Woman Bhaskar.”
Sanjeev Kotnala, Associate VP and National Head Communication, Bhaskar Group, added, “Woman Bhaskar is aimed at guiding, educating and updating the modern woman on her areas of interest. It provides a mirror to her ambitions, relates to her dreams and caters to her niche needs in today’s evolving lifestyle.”
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