Prabhat Khabar launched its Ranchi edition in all colour on 14 August 2010, the day of its 26th anniversary. With this development, newspaper war in Jharkhand seems to have intensified, since this development came just before the proposed launch of Dainik Bhaskar, scheduled for 22 August 2010. Prabhat Khabar is also planning to upgrade Jharkhand editions at Jamshedpur & Dhanbad to increase the colour pages.
Prior to this, all the Hindi dailies in Jharkhand, including Hindustan, Dainik Jagran, Ranchi Express and Prabhat Khabar, had cut down their cover prices speculating cut throat competition once Dainik Bhaskar hits newsstands in Ranchi.
Speaking on this development to exchange4media, KK Goenka, MD, Prabhat Khabar, said, “We are the first and till now the only newspaper in the state to give an all colour paper to the readers.”
This move of Prabhat Khabar is being seen as a strategy to woo advertisers towards colour advertisements and distinguish itself in the increasing competition. It was informed that the company has spent almost Rs 7 Crores to upgrade the Ranchi printing facility. “Now the advertisers can go for colour advertisements instead of black & white, with a nominal cost increase to improve the visual impact of their advertisements and thus generate a better response from readers,” Goenka noted.
Speaking on the gearing-up competition in Jharkhand among newspaper players he said, “We welcome Dainik Bhaskar in to our territory. It will be history repeating itself in Jharkhand. We have successfully faced national dailies earlier and we are confident that we will not only face this new competition but our maximum growth and development will also take place in this phase.”