Hindi afternoon tabloid DLA has been launched in Meerut. This is the third edition for the daily within 11 months of its first launch in Agra in March 2007. The company claims to have a launch print order of over 45,000 copies for the Meerut edition, which is priced at Re 1.50.
DLA’s Ghaziabad edition was launched on January 27, 2008. The company also has an English morning tabloid from Agra, called DLA am, which was launched in August 2007 and has a print order of over 20,000 copies.
DLA Meerut edition is a 20-paged all colour compact daily and is the first daily from the region in the afternoon segment. Though DLA is a Hindi daily, it extensively uses English in its content, with lots of illustrations and a stylish outlook. Its content is also intensely interactive with the local reading populace. Most opinion leaders of the area are among its regular contributors.
“DLA is not so much bought by the commuters or shopkeepers as by the readers in the average households of Meerut. There wasn’t any afternoon daily in the region, and hence no distribution network. We had to recruit fresh tradesmen by drawing people from the cable distribution network, who have uninterrupted entry into any household,” explained Ajay Agarwal, Managing Partner of DLA.
DLA has installed over 150 OOH display boards in Ghaziabad, Hapur, Modi Nagar, Meerut and beyond, where the daily has established its circulation footprint.
“With this third edition, DLA can now emphatically call itself a force in the prosperous corridors of Western Uttar Pradesh. The daily has been doing extensively well against a formidable competition from the morning segment and has already created a huge impact on these markets,” claimed Hemant Anand, Director-Marketing, DLA Media.
The daily has a printing tie-up with HT Media Ltd, which prints its Ghaziabad and Meerut editions. Similarly, DLA also prints Hindustan in Agra.
DLA has also commissioned a readership survey by AC Nielson-ORG-MARG, Mumbai.