Following initiatives like the launch of 'Sunday Bhaskar' at Indore, 'City Bhaskar' at Jaipur, Dainik Bhaskar has now made some changes in its Indore edition to give more to its present readers and attract new ones. Girish Agarwal, Director, Marketing, Bhaskar explained that the move was part of Bhaskar's need to constantly evolve itself.
He explained that while this made Dainik Bhaskar, Indore, the regional newspaper with maximum pages, the important thing was that this was in keeping with the readers' needs. "The readers' appetite for news and information has increased. Pictorial content in newspapers have increased. There is a new spectrum of subjects that they are interested in without compromising on what they are already getting, and there is a balance that we as a group will always want to maintain between the edit and the advertising space."
Replying to whether print in India had come to a stage where the battle was on the weight of the paper than the kind of content, Agarwal said, "Newspapers do not keep increasing space unnecessarily. As a system, they need quality content to matches the readers' interest. No reader can be tempted to continue long term with newspaper on weight basis. Readers have alternatives and they sure exercise their choices."
He further said, "Readers will opt for only that newspaper which has the right quality content that is relevant and of interest to its readers. Weight has nothing to do with it. Readers are far more intelligent than most of the market savvy managers think them to be. And just adding pages with no reason will only harm the newspaper brand. It has to be a decision based on their demand and that is why we have increased our pages."
In the new changes, new pages have been provided for the 'Bhaskar Exclusive' and 'Bhaskar Corporate'. And the 'sports' and 'international news' sections have been upped to two pages. In the process, the page sequencing has been altered too. Page two and seven are devoted to the city news, followed by 'business and corporate', editorial, and 'Bhaskar Exclusive'.
Following these are two pages each covering 'International news' and 'sports news. City Bhaskar has added a special feature – Dil Sey, which will provide readers an opportunity to be the editor.
"These changes have been made based on the readers' desire to get all news and information on his area of interest in a sequential manner," explained Agarwal.