Gujarat Daily Divya Bhaskar has decided to go the contemporary way. Beginning with the Mumbai region, the paper has changed its look. Bharat Kapadia, Executive Director, Divya Bhaskar, explained that the changes had been done keeping in mind the changing needs of the readers.
He said, “The changes are done only in the Mumbai edition to begin with. We have gone on the slicker, international size like some of the English broadsheets. The designing has been made more contemporary and easy on eye for readers.” The change was executed on October 13, 2006. Speaking on the feedback, Kapadia said, “Readers have loved it. Market feedback has been very good.”
Kapadia threw more light on the decision to launch a new look. He said, “Most Mumbai papers are quite slick now. Also, we felt the need to change the style and content for Mumbai as the needs of our readers in the metro is different than those of Gujarat readers. So, it’s not just new look but some changes in content too.”
At the same time, the publication is launching ‘Just Chill’, a weekend magazine, which would be distributed with the paper every Friday. Kapadia said, “In a city like Mumbai, most of the time we are at a loss to decide what to do on weekends. This contains detailed information on shopping, entertainment, events, eating out, travelling out, fashion, etc. We will offer to our readers many choices of booking through SMS, online and so on. This news-you-can-use format will make life easy for our premium readers.”
The marketing for the publication has already begun and Kapadia believes that this would build up good numbers for the Mumbai edition as well. On a broader note, he added, “When readers like a newspaper that not only informs but helps organising their weekends, they love it and we see something like this strengthening their connect with the publication on the whole.”