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Deccan Chronicle launches Bangalore edition; cashes on youth connect

02-June-2008
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Deccan Chronicle launches Bangalore edition; cashes on youth connect

Deccan Chronicle has launched its Bangalore edition in keeping with its aim to consolidate its presence in the South. The newspaper is currently delivered free of cost and the price would be disclosed later. The initial print run is said to exceed that of the second largest English daily in Bangalore, Deccan Herald. Other key players in the Bangalore market include The Times of India, The Hindu and The New Indian Express, and the recently launched Bangalore Mirror and Mid-Day.

Deccan Chronicle Group sees Bangalore as an important market for the publishing industry. The view is that at a time when the industry is facing competition from new media, a tech savvy and highly connected market like Bangalore still offers huge scope and opportunities for success that Team DC is geared to achieve.

An official communiqué from Deccan Chronicle stated, “Being the third largest circulated English daily (ABC JD 2007) and the fourth largest read English daily (IRS 2008 R1), our Bangalore launch would help us build on our patronage, which is rapidly increasing in the Southern markets making us the fastest growing English daily in the South at one million copies and a five-year CAGR of 36 per cent.”

Cashing in on the youth connect, the newspaper launch has been accompanied by an ad featuring a skimpily clad young female with the name Deccan Chronicle and some news printed on her body. The ad is accompanied by the tagline: ‘For Young Minds’ and words like ‘addictive’ and ‘smrtr’, ‘smplr’ sport in the ad, which shows that the newspaper is clearly targeting the youth and trying to reach out to them in their own language.

The communiqué further said, “Deccan Chronicle has a long history of strong youth connect. The simplified approach with a crisp and clear content connects well with today’s Gen Next on the move. ACNielsen’s Target Group Index, which takes a weighted IRS readership (SEC A/B/C readers) into account, shows our readers to be optimistic, independent thinking people, growing from strength to strength in their lives and careers.”

The statement added, “We have been able to draw up the connect with a similar audience in any market that we’ve entered and enjoyed a huge patronage, a recent example would be the Chennai market, where our readership has been growing at 21 per cent CAGR over the last three years (Source: IRS), and circulation crossing the 3 lakh copies a day mark, while the other large English paper in Chennai has registered a significant readership decline.”

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