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Jagran goes for supplement makeover

16-May-2005
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Jagran goes for supplement makeover

The city supplements of leading Hindi daily Dainik Jagran has been rechristened as "Jagran City"from May 15. The objective behind this is to maintain uniformity across 26 editions of Dainik Jagran.

Out of 8 Jagran publishing states (Delhi, UP, MP, Punjab, Bihar, Jharkhand, Uttranchal and Himachal Pradesh) the changes has been incorporated in 49 important cities of six states (Delhi, MP, Bihar, Jharkhand, Parts of UP and Punjab). The daily has decided to transform city-centric supplements simultaneously to boost its growth plans.

The all colour four-page pullouts carry a common identity, common masthead and some uniformity in content. Apart from hard news on city activities the content of Jagran City supplements will comprise customised page three contents, soft news and feature based stories on lifestyle, fashion, trends, city news analysis etc.

"To sustain itself in a competitive market a brand has to evolve with the time otherwise it will be discarded by the consumers. Bringing uniformity in all the 49 city supplements is a strategic move to strengthen the city sub-brands that is linked with brand building exercise. In fact this will help to increase the recall value of the product amongst readers as all these supplement will alike same for readers across Jagran states"- said Sanjay Gupta, CEO Dainik Jagran.

As a promotional strategy Jagran will be launching a multimedia campaign across the selected cities of six states through outdoor, signage, banners, display van kiosks etc besides print heavy campaign. The theme of the campaign is 'Yeh Sahar Hai Bada Suhana' and the creatives for the campaign are being done by creative agency Vishakha Communications.

On whether this would affect the overall price of the newspaper, he said, "We are not making any changes on the newspaper prices. We are continuing with the differential price scheme that we are offering in different cities."

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