After securing a strong foothold in the Hindi heartland, Dainik Jagran now has its eyes set on the English language sphere. The paper has come out with an English weekly newspaper called ‘City Plus’. The Noida edition of the paper was launched on September 23, 2006, while the Gurgaon edition is slated for launch on September 30.
The eight-page, all-colour broadsheet constitutes news related to fashion, food, lifestyle, and movie reviews, among others. The new offering from Jagran is based on an advertising driven model and is available free of cost.
Terming it as a ‘retail product’, Basant Rathore, General Manager, Dainik Jagran, said, “The NCR as a region is witnessing a lot of retail boom, the BPO boom followed by a residential boom too. Corporate executives and the upwardly mobile are steadily moving to these towns. The product provides a connect with the decision makers and the upwardly mobile in a language with which they are most comfortable. It’s a platform for the retailers to connect with the consumers.”
The initial print run of the Noida and the Gurgaon editions is around 50,000 copies each. The group also plans to take its new product to other markets, scale up the number of pages and the print run depending on the response of the readers as well as the advertisers. The periodicity factor can also be looked at depending on the response.
Jagran has set up its own distribution team and is not going to rely on hawkers for the distribution of ‘City Plus’. Targeted at the upper middle class, ‘City Plus’ will be distributed in select commercial areas and residential areas. Said Rathore, “We will not indiscriminately bundle it with regular newspapers.”
The look and feel of the paper, coupled with strong editorial content, would differentiate it from other products, informed Rathore when asked about the competition.