Hindustan, the Hindi daily from HT Media Ltd, is launching an edition in the Rohilkhand area of Western Uttar Pradesh, comprising the five districts of Bareilly, Pilibhit, Shahjahanpur, Lakhimpur and Badaun. The new edition will hit newsstands on October 10, 2009.
A new press has been commissioned in Bareilly, making it the eighth print location in the states of Uttar Pradesh and Uttaranchal. The launch has been backed by an extensive, 360-degree marketing campaign and an intensive circulation drive. The Bareilly edition will start with a print run of 80,000.
With an Average Issue Readership (AIR, or Daily reach) of 93.03 lakh (IRS R1 2009), Hindustan is the third largest daily in the country. An official statement stated: “Hindustan is the fastest growing among the top 10 dailies in the country, strengthening its presence in the Indo-Gangetic belt and key markets of Uttar Pradesh, Jharkhand, Delhi-NCR and Bihar.”
It may be recalled that in April 2008, the brand was re-launched on the platform of youth empowerment in a bid to attract a young reader base.