Leading Hindi daily Dainik Jagran is looking at West Bengal with a greater interest. After successfully penetrating Jharkhand and Bihar, the Jagran group is planning to start an edition there. Currently, the group is delivering to Bengal the spillover print-run from Bihar.
“We are looking at this possibility but this may not be a near possibility,” says Sanjay Gupta, CEO and Editor. “All the decisions would be finalised only after the Government gives the green signal to our FDI venture and the new board members from Independent News & Media touch base with us. After discussing with them, we will arrive at a concrete decision.” The group currently sells 25,000 copies of Dainik Jagran in Bengal, he said.
Explaining the reason for having a Bengal edition, Gupta said, “We are trying to repeat the successful strategy that we adopted in the North in the East too. There has been a substantial amount of acceptance and so we are confident of doing well in the eastern market. However, there is a lot of research that will go into it and as of now we are testing the waters.” He added that Dainik Jagran, by consolidating itself in Bengal with an edition, will find far better recognition from advertisers.
Recently, Jagran officials had said that the newspaper was targeting a readership of 20 million. The latest IRS has put its readership at 16.8 million. To achieve this target, the newspaper had earlier disclosed plans to launch editions in Jammu & Kashmir, Himachal Pradesh and Madhya Pradesh. The group is targeting a turnover of over Rs 400 crore in the current fiscal ending March 2005, compared to Rs 315 crore last year.