Leading Hindi daily Dainik Jagran which commands the largest readership (1.57 crore) among all dailies in the country (NRS 2003 R1) is launching its 25th edition on May 3 from Nainital. With this, the newspaper hopes to wrest the top slot in the hill state of Uttranchal. Explaining the rationale behind the move, Bharat Gupta, Director---Marketing, Dainik Jagran, told exchange4media.com that the Dehra Dun edition was catering to the Garhwal region while the Kumaon region which has 40 per cent of the state’s population was largely unattended. With launch of the Nainital edition, Dainik Jagran will pay particular attention to the local content needs of the Kumaon region which commands a reasonably high rate of literacy. The state itself commands 72 per cent literacy (Census 2001).
The Nainital edition will be printed at Haldwani which is an upcoming industrial belt and is strategically located in the proximity of the Rohilkhand area and hill city of Nainital.
Haldwani along with Tanakpur and Rudrapur have reportedly seen an increase in the penetration of durables and FMCG over the last three years.
To begin with, according to Gupta, Dainik Jagran will look to add 40,000-50,000 copies to its existing circulation in the region. “This will increase in due course but one needs to factor in the logistical challenges that are to be handled in a hilly region in the context of marketing,” he said.
Gupta is hopeful that the edition will generate substantial advertising interest “particularly from the local retail, tourism and farm sectors”.
He added that the local population will have a national daily they can call their own since the Nainital edition will contain three pages focused on issues and concerns of local relevance.
Dainik Jagran plans to hold a big event in the coming days to celebrate the launch of its 25th edition. “We have started with local events and are planning a big event soon,” Gupta said.
With Amar Ujala also having announced its plan to launch an edition from Nainital by the month-end, the Kumaon region is set to see a battle royale for readership supremacy.