Clocking 1.4 crore daily readers, Dainik Jagran is eyeing the Punjab pie. The Jagran group is launching an edition in Ludhiana on January 18, 2004. “The new edition will help Dainik Jagran consolidate its position in Punjab,” says Shailesh Gupta, Director, Dainik Jagran.
What was the purpose behind launching an edition in Ludhiana? “We had plans of setting up a second plant in Punjab and it made sense to set it up in Ludhiana, which is commonly referred to as the industrial capital of Punjab. Before arriving at the decision, we undertook a survey and got a very positive response from people in Ludhiana and its surrounding regions,” Gupta tells exchange4media.
What is the editorial stance of this edition? “Our content strategy is uniform. In accordance with the Jagran editorial policy, we feature international and national news. Ludhiana being a metro-town, we will include a weekly supplement on metro news. According to an extensive research, we discovered that the people in Punjab relate to color and photographs. So this edition will have 10 pages in color and a strong focus on photo-centric journalism,” Sanjay Gupta, CEO & Editor, Dainik Jagran tells exchange4media.
55,000-odd copies make their way from Jalandhar. “We will transfer these copies to the Ludhiana plant and add 15,000 more copies. With the launch of this edition, we are targeting 60% market share,” asserts Sanjay Gupta. “And with the plant in Ludhiana, our product will reach earlier than Punjab Kesri.”
Has the readership of Dainik Jagran recorded significant growth over the last year? Replies Gupta, “I cannot quote from the NRS since it has been banned and the IRS has not been released.”
What is the gameplan for advertising and marketing? “Our message to advertisers is simple: ‘If you want to reach out to Punjab, advertise in Dainik Jagran.’ We are very serious about our focus on Punjab; the market has tremendous potential and today we occupy only a small section of the advertising pie. Our endeavor is to tap local advertisers; for those who want to advertise in all our editions, we have add-on rates,” comments Shailesh Gupta.
While competition is a reality that cannot be escaped, the positive response that Jagran officials have received during the personal contact campaign is an encouraging start for the newspaper. “We have set up house-to-house contact plans and roadshows in the districts of Ludhiana, Jalandhar and Amritsar to dispense information about Dainik Jagran and to make the people of Ludhiana aware about the new edition,” says Sanwal. This is in addition to reader-reward schemes.
Reiterates Alok Sanwal, GM-Brand Development, Dainik Jagran, “The clear-cut purpose is to become the leader in Punjab and Haryana. And to become the leader, there is the necessity for deeper coverage, which necessitates the need for more than one edition in Punjab.”
The publication has moved closer to its readers through a judicious mix of marketing and editorial efforts. This includes organizing social and cultural events like ‘Telephone Durbar’ and ‘Bijlee Durbar’ to solve day-to-day problems of its readers, and ‘Pathak Panels’ to listen to readers’ suggestions and implement them.