Hindustan, the Hindi daily from HT Media Ltd, launched its Allahabad edition on January 29, 2009. This is the paper’s sixth edition in Uttar Pradesh, the other five being from Lucknow, Varanasi, Meerut, Agra and Kanpur. Besides Uttar Pradesh, Hindustan is also present in Bihar, Jharkhand, Uttarakhand, Delhi-NCR and Chandigarh.
Amit Chopra, Business Head, Hindustan, said, “The paper is priced at Rs 3.50 and we are targeting a circulation of 50, 000 copies.” Commenting on the kind of response the paper got on its first day, Chopra said, “It is too early to say that, but we have entered the market through extensive consumer interaction and are hopeful that the response will be good.”
Talking of the marketing initiatives, Chopra said, “We are doing outdoor campaigns in Allahabad city and concentrating on BTL activities. Ogilvy is the creative agency for the same.”
With the Allahabad launch, the newspaper now covers nearly 80 per cent of Uttar Pradesh. Jagran Prakashan and Amar Ujala are among other strong players in the Allahabad market.
Meanwhile, HT Media Ltd informed the Bombay Stock Exchange on January 29 that with the commissioning of the printing facilities in Allahabad, printing of the Hindi newspaper Hindustan had commenced from Allahabad, with the first edition being circulated with effect from January 29, 2009.