Punjab is emerging as the new print battlefield for Hindi dailies with Dainik Jagran launching its Amritsar edition on September 6, 2006 and Dainik Bhaskar slated to launch its Amritsar and Jalandhar soon. With this new offering, Jagran now has three editions from Punjab.
Elaborating on the reason for launching a third edition from Punjab, Shailesh
Gupta, Director Marketing, Jagran Prakashan Ltd, said, “Seeing the amazing success of Jagran in Punjab, it made immense sense to launch the Amritsar edition and give the people a taste of ‘Amritsar’ through their own newspaper. There is enough potential in Punjab for Jagran.”
Gupta added, “We can get more local and serve the reader/advertiser in a more organised and effective way.”
Elaborating more on the content, Gupta said, “It will have more local pages, including the front page (if the news demands), which would have not been the case before.”
Speaking on the competition aspect, Gupta said, “I think it will be a competition of products, let the better one win.”
The marketing activities around the new offering commences from September 6.
Meanwhile, the Bhaskar Group has announced that it would launch Dainik Bhaskar in Amritsar and Jalandhar with 170,000 copies. Harrish Bhatia, VP, Bhaskar Group, said, “With the launch of Dainik Bhaskar, Amritsar will have its very own independent edition paper. Amritsar and Jalandhar constitute 60 per cent of the market area.”