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DLA Group’s Vikassheel Bharat eyes burgeoning up-country markets of Hindi heartland

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DLA Group’s Vikassheel Bharat eyes burgeoning up-country markets of Hindi heartland

Vikassheel Bharat, the third publication from DLA Group of Agra, is set for launch on June 16, 2009. DLA had acquired this 25-year old newspaper brand from its erstwhile owners, and after restructuring the product and the genre, is launching the paper with objective to tap the semi-urban and rural Hindi readers spread over the Hindi heartland.

DLA had put this newspaper brand on the drawing board to re-create and re-structure it as a fortnightly tabloid to tap the ever growing markets of 1 lakh populated cities in Uttar Pradesh, Uttarakhand, Haryana, Punjab Bihar, and Madhya Pradesh.

The publication will be priced at Rs 10 and have 28 tabloid-sized pages of content, all in color pages. The group has drawn up extensive promotional plans in the countryside to promote the publication.

The publication will have a content mix with a cover page dealing with story highlights with a picture of the fortnight; general astrology, agro-astrology with region wise weather forecast for the fortnight; educate readers on consumerism; State and Central Government notifications that have a bearing on the rural populace; new product launches for the rural markets.

The paper would also discuss in detail rural marketing strategies adopted by FMCG companies, prospects of developing new market structures in rural India, consumption patterns of different categories of consumer products in different rural markets, land prices, property market information, youth activities, sports, issues related to women, etc.

The content aims to cater to a TG comprising small businessmen, petty traders, countryside youth and students, literate housewives and people engaged in cottage industries, live stock and agriculture, etc. It will encompass all genres of news and views that are important to the rural and small markets of the countryside.


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