Exactly one year after launching its edition in Mumbai, Dinakaran, the largest circulated Tamil daily, is set to launch an edition in Delhi on September 23. To start with, the Delhi edition of the newspaper will print 25,000 copies and will be priced at Rs 3, one rupee higher than its Mumbai edition, which is priced at Rs 2.
R Vijay Bobby, GM - Marketing, Dinakaran, claimed that they had already secured a subscription of around 15,000 copies through various Tamil associations in the Capital.
This is Dinakaran’s 12th edition. The newspaper already has eight editions in Tamil Nadu, and one edition each in Pondicherry, Bangalore and Mumbai.
Dinakaran had hit Mumbai newsstands on September 5, 2008. The Tamil newspaper, which is part of Sun TV Network, prints around 21,000 copies in Mumbai currently.
Speaking to exchange4media, RMR Ramesh, COO, Dinakaran, said, “Tamil newspapers like Daily Thanthi and Dinamalar are priced very high in Delhi, though they don’t have editions in Delhi. That is the reason we have also priced our newspaper at Rs 3.”
Both Thanthi and Dinamalar airlift copies to Capital.
Commenting on the purpose of launching an edition in Delhi, Ramesh said, “We wanted to serve the Tamil population in Delhi. Soon after the launch of our edition in Mumbai, we have been receiving a lot of mails and letters asking us to launch an edition in Delhi. A lot of Tamilians in Delhi have been left out. Being away from their homes, people want to know what is happening in their home state. That is the reason behind launching an edition in Delhi.”
Dinakaran is targeting 50,000 copies in Delhi in the next few months, though Delhi does not have as much Tamil population as in Mumbai. The launch of Delhi edition is part of Dinakaran’s strategy to be present in all the metros. The Tamil daily was also planning an edition in Kolkata, though no timeframe had been finalised for the same, according to Bobby.
Meanwhile, Dinakaran is planning to take spots in the Group’s Tamil satellite channel Sun TV and FM radio station Red FM, besides direct mailers, in order to create a buzz among the advertisers and the readers about the launch of its edition in Delhi.