Dainik Bhaskar group launched its fourth language daily and 60th edition, Divya Marathi, from Auranagabad on May 29, 2011. The newspaper has been reportedly launched with an initial print run of 85,000 copies. Following this, an edition from Nasik will be launched shortly.
In a prepared statement, Sudhir Agarwal, Managing Director, DB Corp Ltd, said, “The pre-launch surveys were one of the largest conducted in Aurangabad region and were an exciting challenge. Once again the results have reiterated our execution capabilities to meticulously plan and execute the pre-launch stages and launch the final product most successfully.”
The statement added, “The need for an unbiased and fearless news daily with the sole primary interest of social and economic development of Aurangabad has emerged as the foremost observation by respondents through an intensive door-to-door survey.”
Prior to launching Divya Marathi in Aurangabad, the group covered over 140,000 household and commercial establishments in a robust Twin Contact Programme, which helped map an in-depth understanding of the readership patterns in the city.
In Contact One, involving a door-to-door survey, readers were asked to share their views on their ideal newspaper. In Contact Two, households in the city were visited to book orders and generate subscriptions. The pre-launch exercise was supported by a brand campaign to announce the initiation of the survey at every stage – ‘Tumchi Marji Janoon Ghyayla Yetoye’ (We are coming to know your opinion/ wishes) and ‘Na Galli Chi, Na Dilli Chi, Aata Chalel Tumchi Marji’ (Now no wishes of any other city or Delhi, only your wish will prevail).
Meanwhile, Vinay Maheshwari, Vice President - Sales and Market Development, DB Corp Ltd, affirmed, “We are sure that our dedication and determination towards delivering the best to our readers will bring in a paradigm shift in Maharashtra as well.”
Hemant Arora, Chief Officer - Marketing and Corporate Sales, Dainik Bhaskar Group, said, “Maharashtra is one of the priority markets for advertisers, and our business associates know the leadership thought process that Dainik Bhaskar Group follows rigorously while entering any market. This time also we have created high degree of awareness of our efforts for the Divya Marathi launch process, including some innovative communication – like sharing of the subscriber data base in a very transparent fashion – these have definitely helped us in strengthening everyone else’s belief in our success.”
An official release from the group noted that in business terms, Maharashtra is actually two states in one – Mumbai, Pune and ROM (Rest-of-Maharashtra). Rest of Maharashtra is a market with very high potential, in fact, its MPV (Market Potential Value - as per RK Swamy Guide) is more than a whole state like Andhra Pradesh. Additionally, there exists a huge gap between people who can read Marathi (88 per cent) and those who read any Marathi daily (44 per cent). The opportunity magnifies with the development taking place in rest of Maharashtra and the increase in literacy rates. Also, the per capita income of Maharashtra is more than that of Rajasthan and Andhra Pradesh.
For the record, Dainik Bhaskar Group now published 60 editions in four languages – Hindi, Gujarati, English and Marathi – covering 13 states.