DLA Group of Publications, the splinter group of Amar Ujala, has launched the NCT edition of DLA from December 18 from its Noida printing facility. Its Delhi-Ghaziabad edition, which was earlier available in East Delhi region, has now been expanded to rest of Delhi. The NCT edition will now have split run of Ghaziabad, Delhi and Noida editions.
It may be recalled that DLA had branched out from the Amar Ujala Group last year, and had launched its first edition in Agra in March 2007.
With the NCT edition, DLA is now published from six cities – Agra, Ghaziabad, New Delhi, Noida, Meerut and Jhansi. The daily claims to have now achieved combined sales of 3.05 lakh copies daily.
The daily, through its earlier editions, had made an impressive debut in IRS 2008 Round 2 with a total readership of 20.62 lakh, mostly confined to the socio-cultural region of Braj (largely Western Uttar Pradesh).
The 16-page compact afternooner is priced at Rs 2 and will be mainly subscription driven. About 30 per cent will be sold through cash sales points and directly to Delhi Metro commuters.
Bucking the recessionary trends, the DLA management is busy planning its future launches of Lucknow and Bareilly editions.
Besides expanding the horizon of DLA, the management has also taken over another newspaper, called Vikassheel Bharat (VB). This will now be relaunched in ‘MagPaper’ format – a magazine printed in newspaper format.
Vikassheel Bharat will be a fortnightly and will focus only on upcountry mufasil towns and rural areas of the Hindi heartland. Most language dailies in India only reflect urban aspirations in its content while completely ignoring India’s most vibrant country side.
The management is finalising its distribution plans. It has already rolled out a dummy edition and would launch the same soon. The daily will spread its sales in the neighbouring districts soon.
The DLA Group of Publications, with three titles to its credit, has already established its business offices in all the metro cities of India. The daily has also been empanelled with DAVP and the Uttar Pradesh State Government.
Our typical marketing budget is usually 10 per cent of the topline spend