Maharashtra Times, the Marathi daily from The Times of India Group, has been launched in Nagpur. This is the fifth edition of the paper. The newspaper is already present in Mumbai, Pune, Nashik and Aurangabad.
As a part of BCCL’s strategy to expand its footprint in non-metros, Nagpur edition has been launched. Before the launch of Maharashtra Times Nagpur, the Mumbai edition was circulated in Nagpur and the daily would reach the city only in the afternoon.
Commenting on the initiative, Arunabh Das Sharma, President, TOI said, “We wanted to enter this space as we see an opportunity here. Following the success of Pune, Nasik and Aurangabad editions of Maharashtra Times in Maharashtra, we are happy to launch the Nagpur edition. We are a young newspaper catering to upwardly mobile youth and bring issues, events, ideas, products relevant to them in their everyday life.”
In an attempt to stay ahead of the competition and consolidate content, the newspaper is targeting young groups from the age group of 20 to 40. Coverage of local events, entertainment, lifestyle, technology and special section on education has been given priority.
The 20-page newspaper has a cover price of Rs 3 and print run of 51000 copies.
To create awareness and increase circulation figures, the new edition is rolled out for a trial offer scheme of Rs 31 for four months. A contest is also organised and one of the subscribers can win a four-wheeler. It is using radio, print, hoardings and local cable as promotional tools.
With an ad-edit ratio of 45:55, local and national advertisers are being targeted to advertise in the daily.
The online edition of the newspaper is also available; however, no application has been launched yet. There are plans to extend this initiative to Kolhapur soon.