The Indian Express Group has announced a dedicated Financial Express edition for the Pune market. Prior to this move, the business paper had its presence in the city, but was printed and circulated from Mumbai. It also lacked exclusive content for the Pune readers, for which the Group has now taken a decision to have special focus on the events in Pune. This special edition would be printed and circulated from Pune.
The price of this Pune edition from Monday to Saturday will be Rs 3, while it will be Rs 10 for the Sunday editions. On the marketing front, the Group has already rolled out hoardings is some parts of the city, and is doing a number of activities like organising seminars with people’s involvement, and conducting case studies for students in all business school and colleges of Pune. The Group will lay more emphasis on direct marketing activities and creating awareness, more on the one-on-one communication model.
Shankar Rao Shinde, Head-Marketing, Indian Express Group, said, “Pune is a young city, which is considered to be the ‘Oxford of the East’. It is an emerging market of India, and we look forward to providing them with a dedicated Pune edition of Financial Express. I think the market was lacking a business paper with special content on Pune, and we are glad to announce the launch of this special edition. Our strategy is to capture young minds and involve them through various seminars and other ground events.”
So far, the Group has planned seminars to include topics like microfinance, potential of businesses in small towns and cities, and the importance of political risk management in India.
When asked about the content plan, Shinde said that the paper would have a special page called ‘Focus on Pune’. Apart from this, he said that the paper will carry three pages on ‘BRIC info’ on Tuesdays and Thursdays.