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DLA to launch an English edition; to increase reach in Uttar Pradesh

DLA to launch an English edition; to increase reach in Uttar Pradesh

Author | Abhijeet Mukherjee | Friday, Jul 20,2007 8:59 AM

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DLA to launch an English edition; to increase reach in Uttar Pradesh

Daily Life Assistance (DLA), the Hindi afternoon tabloid owned by Ajay Agarwal, would also be launched as an English morninger. The tabloid was launched in Agra in March this year. DLA Media Pvt Ltd also has plans to bring out more editions of the Hindi tabloid from other parts of the state. The English daily would be initially launched in Agra and later in other UP cities.

“The decision to launch the English version would be frozen in a week’s time. We want to capture the Agra market in the initial phase and then move on to other parts of UP,” said A S Raghunath, Media Consultant, DLA.

Said Ajay Agarwal, Director, DLA, “The UP market lacks an English daily with a local flavour. We have found that this region needs an English daily. As for Agra, which is a tourist spot, foreign tourists miss an English daily that provides them with local news. We see a good opportunity for our English edition.”

The Hindi tabloid, on the other hand, will be launched in Ghaziabad, Noida, Meerut and other markets in the state. The company has installed a printing press in Agra with a capacity to print 45,000 broadsheet copies of 24 pages per hour, out of which 20 pages can be in colour. The printing work in other parts of UP is being outsourced to local vendors.

DLA, which Agarwal claims is selling 2.25 lakh copies already, is priced at Re 1 and is available, besides Agra, in the neighboring districts of Firozabad, Aligarh, Etah, Etawah, Mathura and Hathras, as well as in some areas in Rajasthan.

As for promotional activities, the company is using outdoors. More than 50 hoardings are already in place in Agra. Additionally, below-the-line activities are also being carried on. There would be strip ads in the local TV channels and radio as well. The company has also gone for readership activities to glue readers to the brand. The creative agency would be Brand Fizz, an agency run by Abhimanyu Mishra.

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