Dainik Jagran is all set to launch its ‘National Edition’ from June 7, 2009. The 16-paged edition will be priced at Rs 4. The Hindi daily is already published from 10 states and already has 28 editions spread all over the country.
Explaining the term ‘National Edition’ and if it implied that all the editions of Dainik Jagran would have the same content, Basant Rathore, Vice President - Strategy and Brand Development, Jagran Prakashan, said, “The National Edition will have content and stories of national importance and hence, we have used the term ‘National Edition’. It is going to be a completely different product as compared to Dainik Jagran. Largely, it would have national stories around the political situation, social structure and news from the world of business and economy. It would have a macro view on issues concerning the country. It would talk about the issues with reference to India at large.”
He further said, “The newspaper over a period of time, and given the huge demand for local news, has become very local. Apart from the key editorial stance, every newspaper has adapted itself to suit the local environment. While there is content on national news, there does seem to be a position vacant for a national newspaper. At the same time, there are a lot of news/stories that are happening in some of the Jagran markets that are of national importance. But given our current huge local demand on the newspaper, such stories remain local and we’re not able to bring issues of national importance at a national level. The National Edition would also be addressing this issue.”
Industry observers say that by a ‘National Edition’ one really means that the paper is looking for a strong presence in ‘Delhi’. When asked whether Jagran considered this to be true, or was it launching a national edition for genuine growth prospects, Rathore replied, “Delhi is only the first of the several editions lined up for Dainik Jagran’s National Edition. We feel there is a need to fulfill in this space, and Dainik Jagran is well placed to address this space. Delhi just happens to be a key market to begin the launch process. There are several other markets lined up and you will shortly see lot more news on this front.”
Rathore refrained from divulging information on which all markets the national edition would be available in. All he would say was, “there are a number of key markets that we have identified for the national edition”.
On the content specifications, he said, “The national edition is a premium product of Jagran and will be targeted at policy makers and decision makers across key markets of India. The sole purpose of bringing out such a newspaper is to present best of news and much detailed analytical insight into every single issue to the readers who matter. It will also sensitise to the upper echelons of the society with the issues of India’s grassroot in a creative and engaging manner. The biggest content differentiator is that the national edition will be focus very strongly on national issues, rather than on local or state level issues.”
There would be a separate editorial team to churn out stories for the national edition, informed Rathore. On the promotional plans, he said, “We will be addressing the readers through a one to one contact programme, in addition to promotion through outdoor and the Internet. It’s a niche but powerful audience that the newspaper caters to, hence, there are several other ‘non mass media’ initiatives lined up to reach out to them.”