Dainik Jagran, the leading Hindi daily, is launching a new edition from Muzaffarpur in Bihar on April 18. The edition will also print seven sub-editions - from Betiah, Motihari, Sitamarhi, Samastipur, Darbhanga and Madhubani - in order to cover the important districts of Bihar. "This is expected to fetch another 4 lakh readers to the existing 19,85,000 readers (IRS 2005, Round 1) in Bihar," said Sanjay Gupta, CEO, Dainik Jagran.
The Muzaffarpur edition will start with initial print run of 60,000 copies and cater to Samastipur, Darbhanga, Madhubani, East Champaran and West Champaran, Sitamari, Muzaffarpur and Sheohar districts.
"Our success in this market has encouraged us to launch our third edition from Muzaffarpur in north Bihar. Moreover, the state is a huge market which is difficult to cover through a single city edition from Patna. Hence, the Bhagalpur and Muzaffarpur editions have come to place," he said.
Speaking on the content, Gupta said, "There are eight sub-brands that we are giving to readers. However, in a week, a reader will get seven supplements along with the main paper such as Jagran City (for city edition) and Apna Pradesh (for other districts) on Tuesdays, Josh on Wednesdays, Tarang on Thursdays, Jhankar and Shahnai on Sundays, Kasauti on Fridays, and Sangini on Saturdays. A monthly travel supplement called Yatra is being circulated on the last Sunday of the month."
The Muzaffarpur edition is the 26th edition from the Jagran stable and the objective is to fill the market gap. While the Patna edition with 13 sub-editions caters to central and west Bihar, the Bhagalpur edition with 10 sub-editions serves the north-eastern districts of Bihar and the northern parts of West Bengal. However, there was a need to reach out to the prominent cities and towns in north-west Bihar, for which the Muzaffarpur edition is being launched.
There is a lot of activity that has been lined up on the promotional front. "Three different campaigns will break in this region. There would be an outdoor campaign followed by mobile van publicity and personal contact campaign," Gupta informed.