Amid falling Hindi newspaper readership numbers in Chhattisgarh , as per the Indian Readership Survey Q1 2011 data, Hari Bhoomi, the second most read daily in the state, is set to attract readers with a refreshing new look.
Starting with its Bilaspur edition, the daily will adopt an all-colour format with new design and added content. However, there will be no change in either the cover price or the ad rates of the newspaper as of now.
Speaking to exchange4media, SS Kataria, VP - Marketing, Hari Bhoomi, noted, “The recent results of IRS shows that we are not far away from becoming the No. 1 newspaper in the state, and this move will surely take us closer to leadership position in Chhattisgarh.”
For its Bilaspur edition, the Group has set up a new infrastructure, including new advanced printing equipment. In the coming days, the Group has plans to get its all editions revamped with changes in content, design and colour format. Moreover, the Group is also planning to launch new editions in Chhattisgarh and in central India. Kataria divulged, “We are planning to expand the reach of the newspaper in various new territories by the end of 2011.”
Meanwhile, the Group has launched an OOH campaign in select areas of Chhattisgarh as part of its brand promotion drive.
Chhattisgarh – A View
Chhattisgarh has been much print action in recent days. In a recent development, after almost a year since its entry in Chhattisgarh with its Raipur and Bhilai editions, Patrika launched its Bilaspur edition in June this year – its third edition in the state.
Meanwhile, the recent round of Indian Readership Survey revealed that the top five Hindi dailies, as per the AIR, have de-grown in the state loosing almost 1.60 lakh readers, combined, in a year. However, registering an AIR of 23.21 lakh, any Hindi daily has seen a hike of 6.52 per cent.
Dainik Bhaskar, with the highest AIR of 9.66 lakh in the state, is still the leader in the space. Hari Bhoomi and Nava Bharat, which were fighting neck to neck till last year, have broadened the gap in the recent round of IRS. As Hari Bhoomi registers an AIR of 8.93 lakh (- 0.22 per cent); with a decline of 4.92 per cent, AIR of Nava Bharat rests at 7.92 lakh – in the latest round of IRS.