After the successful launch of the UP edition six months back, India Today Hindi, has recently launched another edition covering the entire MP and Chattisgarh market.
"Enthused by the success of the Uttar Pradesh edition that was launched six months back, we decided to look at the next big market, which is Madhya Pradesh," said Ashish Bagga, Executive Director, India Today Group.
The group is looking at a circulation of 50,000 to begin with for the MP edition. "For UP edition we started with 65,000 and have reached 82,000 in just a span of six months. The national circulation for India Today Hindi stands more than 300, 000," added Bagga.
"As markets become more self contained, it is important for us to address each market specifically and not just have an omnibus edition. With national perspective, we also create local offering to give a flavour of both. And for local edition we also attract local advertising and local rates. That's what happened in UP and we hope to replicate it in the MP edition," said Bagga.
As a marketing strategy and to mark the launch of UP edition, a show was aired on Hindi news channel-Aaj Tak, called 'Khati Meethi Mulakatien' anchored by Prabhu Chawla. Something similar is in store for the MP edition.
On being asked if there were other markets being looked at, Bagga said, "We are planning to tap other markets like Rajasthan and Bihar among others. We would go more micro in terms of fulfilling local needs both for readers and advertisers. It is important for us to be national and at the same time not miss out on the local opportunity."
Meanwhile Outlook Hindi, another key player in the Hindi magazine segment, does not vouch for localisation. Said R Rajmohan, VP Advertising, Outlook, "Newspapers are catering to the local needs of the readers. So, to what extent will people accept a local news magazine remains to be seen."
"We have a national circulation of one lakh for Outlook Hindi. We are not looking at local markets but to strengthen our national offering," he added.