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Hindustan shifts focus; wrapping up Chandigarh edition

01-October-2010
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Hindustan shifts focus; wrapping up Chandigarh edition

It is learnt that within two years of its launch in the Chandigarh market, Hindi daily Hindustan is soon going to withdraw its Chandigarh edition. Sources close to the development have confirmed the news and said that the edition was not paying off well and there was no scope left for even a re-launch.

As is known, Hindustan had launched its Chandigarh edition in June 2008 with a focus on Chandigarh, Punjab, Haryana and Jammu & Kashmir news. In 2008, the newspaper was started with an initial print run of the 35,000. It is also learnt that Hindustan’s Chandigarh edition has been functioning without an Editor for the last few months.

Sources said that newspaper was getting stiff competition from newspapers like Dainik Jagran, Amar Ujala, Dainik Bhaskar, Punjab Kesari, Dainik Tribune and Aj Samaj in the Chandigarh market. Moreover, the IRS 2010 Q2 results came as a big setback to the Hindustan Chandigarh edition, where it registered a massive double digit negative growth in readership. While Hindustan Chandigarh had received an average issue readership (AIR) of 12,000 in IRS 2010 Q1, the number steeply dropped to 8,000 in R2, a decline of 34 per cent in just three months’ time.

“The Chandigarh edition of the newspaper could neither attract new readers nor generate revenue,” said the sources. Consequently, Hindustan had been decreasing its print run for the last few months and has finally decided to pull out of the market. However, earlier there were discussions about a re-launch of the Chandigarh edition, but the management found the situation worsening and hence, the plan could not be taken forward.

Meanwhile, such setbacks aside, Hindustan is all set to launch its Gorakhpur (Uttar Pradesh) edition this month. In the last few months, the paper had been very active in terms of launching new editions or adding supplements as per its readers’ interest. In March this year, Hindustan had come up with a youth centric supplement, ‘Yuva’, in Bihar.

Hindustan is shifting focus in markets like Uttar Pradesh, Bihar, Jharkhand and Uttrakhand. Almost a year back, the paper had forayed into the Bareilly (Uttar Pradesh) market as well.

For the record, according to the IRS 2010 Q2 results, Hindustan was ranked third in overall Top 10 Hindi dailies’ list, and is the only newspaper among the top three to have received a positive growth of 2.31 per cent, as compared to the Q1 results.

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