inext, the bilingual daily from Jagran Prakashan, has adopted a parallel distribution channel by installing newspaper vending machines to widen the circulation net and to engage readers at crucial touch-points.
Talking to exchange4media about the objective behind this initiative, Alok Sanwal, COO, inext said, “Through this initiative, we intend to tap the readers at strategically crucial touch-points and make inext more accessible to them. Since inext is the only newspaper to have come up with such an initiative, the exclusivity factor too shall play a big role in bringing more and more readers to inext.”
Sanwal further said, “inext has spent nearly Rs 15 lakh on this initiative, which includes installation of vending machines, customised jackets and bicycles. No substantial amount has been spent on media promotion, apart from in-house publications and web portals.”
The three-fold initiative includes utilising sales promoters in customised jackets and customised bicycles for distribution of the paper, besides the vending machines. The specially designed jackets donned by the promoters can hold up to 50 copies of the newspaper. These trained promoters stimulate copy sales at high traffic points in the city such as market places, crossings and shopping malls.
Similarly, branded cycles would be used to enhance the visibility of inext and also to impart an exclusive connect with the masses. All this shall work as a support system for this parallel distribution channel of newspaper vending.
The five-rack vending machines, installed across 10 cities across Uttar Pradesh, Jharkhand, Bihar and Uttarakhand, carry other newspapers and magazines from the Jagran Prakashan Group as well. The machines accept Re 1, Rs 2 and Rs 5 coins and notes of Rs 5, Rs 10, Rs 20 and Rs 50 denominations.
These vending machines also offer space to bear multiple logos and visuals to give good branding opportunity.