Dainik Jagran is all set to hit the Jammu and Kashmir market. The Hindi daily will launch its 27th edition from Jammu on August 1. The Jammu edition will further have six city-specific sub-editions – Jammu city, Jammu Aas-Pas, Udhampur, Kathua, Punchrajouri and Srinagar.
“Our first day’s print run will be 65,000 copies,” claimed Sanjay Gupta, CEO and Editor, Jagran Group. “We are looking to increase it by 20,000 in the first three months of the launch.”
“Until now, Dainik Jagran was serving the Jammu and Kashmir market from Jalandhar. But now, we have the first mover’s advantage of setting up full-fledged operations from the market itself so that people don’t have to wait for hours before getting a newspaper,” added Gupta.
The Jammu edition will focus on local content. “Through content, we aim to reflect hopes and aspirations of the local people, in addition to bridging the gap between Jammu and Kashmir and rest of the world,” elaborated Gupta.
The paper is promoting its forthcoming edition aggressively. Apart from outdoor and print advertising, the paper is running spots in JK Channel in Jammu, Udhampur and Kathua, with additional promotional activities in 20 cinema halls in the state.
Though the company remained tightlipped about the pricing strategy, Gupta informed that the paper would be competitively priced.
According to the latest ABC figures (July-Dec 2004), Dainik Jagran has an overall circulation of over two million and enjoys a national readership base of over 2.12 crore (NRS 2005).
With this move, Dainik Jagran has become the only national daily to be published from Jammu and Kashmir. However, considering it has been a neglected market so far, Jammu and Kashmir is bound to attract more national players.