Dainik Bhaskar to launch Ludhiana edition on December 15; Patiala edition on December 22

Dainik Bhaskar to launch Ludhiana edition on December 15; Patiala edition on December 22

Author | exchange4media News Service | Friday, Dec 14,2007 6:10 AM

Dainik Bhaskar to launch Ludhiana edition on December 15; Patiala edition on December 22

Dainik Bhaskar will launch its Ludhiana edition on December 15. As a leader in Haryana and Chandigarh for the past few years, and with the Ludhiana launch, Dainik Bhaskar will now offer a further strengthened single print vehicle across the entire region of Punjab, Chandigarh and Haryana. This will be followed by a launch in Patiala on December 22.

Commenting on the launch in Ludhiana, Jagdish Sharma, Managing Editor, Dainik Bhaskar, said, “The launch and success of Dainik Bhaskar in the Amritsar and Jalandhar markets have given us a better insight into the Punjab markets, and has been a great lead up to our launch. Coupled with the leadership position in Haryana with 14.3 lakh readers, which is a clear lead of 50 per cent over the competition, as well as leadership in Chandigarh, which is misconceived as an English market, the truth is that Dainik Bhaskar has more readers than all Hindi or English newspapers put together. Clearly, this dominance of the market can only come from a near-perfect understanding of the local values, culture and informational needs. In Amritsar and Jalandhar, we are already working on a print run of 2.07 lakh copies per day, and with Ludhiana launch we are sure to further consolidate the lead we enjoy.”

The launch in Ludhiana was preceded by a house-to-house survey of three lakh households, wherein their help was taken to understand their needs and the gaps in the market. These directional cues helped the editorial team to build on the content, catering to a wider reader base of the area. The three-month campaign concentrated on knowing the readers, designing the product and then getting the readers’ consent to subscribe to a 12- and 18-month scheme.

The Amritsar edition covers the area of Majha region, which includes Amritsar and Gurdaspur, whereas the Jalandhar edition caters to Doaba region with areas like Hoshiarpur, Jalandhar, Lopur, Navashar and Kapar.

Uttam Sengupta, State Editor-Punjab, Chandigarh and Haryana, Dainik Bhaskar, said, “This is a very exciting time for Dainik Bhaskar with the launch in Ludhiana, and with our upcoming launch in Patiala, advertisers will have a convenient way to reach the entire Punjab, Chandigarh and Haryana regions. The success and lead position in readership in Haryana and Chandigarh amply demonstrate the clear content advantage, and we are sure to replicate that in Ludhiana too.”

The Ludhiana edition will cover the entire Malwa region with Ludhiana and Bhatinda. With this launch, Dainik Bhaskar will have nine editions from Punjab.

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