Dhanraj Group plans to take its evening regional daily Desh Pardesh Ni Aaj Kaal beyond Rajkot, and spread to other regions of Gujarat. As per its growth plans, the Group would be coming out with four editions in Gandhinagar, Mehsana, Surat and Baroda by 2010.
Chandresh Jethani, Managing Director, Desh Pardesh Ni Aaj Kaal, explained, “The expansion is in keeping with the burgeoning readership, and also to make its presence felt across Gujarat. We are currently linked with 50 per cent of the population in Gujarat and want to take it to 100 per cent, and with these four new editions, Desh Pardesh Ni Aaj Kaal will be able to achieve its target. We want to give our readers real value addition.”
He claimed, “With a total circulation of 166,247 copies, Desh Pardesh Ni Aaj Kaal is the No. 1 daily in Jamnagar, Bhavnagar, Porbander and Rajkot districts.”
The other evening dailies present in the region include Akila and Sanj Samachar (from Rajkot), and Sambhav Metro and Western Times (from Ahmedabad).
“Desh Pardesh Ni Aaj Kaal has pioneered the breaking news concept – any big event or news that happens in Gujarat, we are the first to report. We also provide breaking news to our readers through SMSes and are increasing our database for the same,” Jethani added.
Vinod Nair, former National Head-Corporate Marketing and Sales, Asianet Satellite Communications Ltd, has joined Desh Pardesh Ni Aaj Kaal as its National Head, Corporate Marketing. Nair would be handling the marketing of the daily at the national level.
He said, “We are looking at aggressive advertising for Desh Pardesh Ni Aaj Kaal, but at present we are concentrating on outdoor campaigns, targeting magazines and news websites, besides tying up with MSO cable operators for advertisements. We have representatives across India, who are meeting up with cooperates and agencies to spread awareness about Desh Pardesh Ni Aaj Kaal. We will be tying up with an ad agency soon, and are looking at 360-degree initiatives. But that is for a later stage.”