EssBee Media’s National Duniya is expanding its reach in Uttar Pradesh with the scheduled launch of the Hindi daily’s Meerut edition on March 30, 2013. National Duniya’s Meerut edition will have a cover price of Rs 2-Rs 3 and will have 16 pages in the main edition, besides four-page supplements throughout the week. An initial print run of around 45,000 copies has been planned.
The group plans to cover the entire UP market with more editions in the coming months. In order to consolidate the editorial team, Alok Mehta has been promoted as Editorial Director of EssBee Media. He will be looking after the Meerut edition as well as all the forthcoming editions. Prior to this he was Editor-in-Chief.
Talking to exchange4meduia about the Meerut edition, Shailendra Bhadauria, Chairman and Managing Director, EssBee Media said, “Uttar Pradesh is a big market and the most populous state in the country. We have been considering for a long time to educate the society through media.”
He further said that the Meerut edition is the first step towards expanding the group’s base in Uttar Pradesh. “We plan to take this forward in the entire state as well as other parts of the country. We have chosen Meerut because it is very close to the National Capital. We plan to offer readers a blend of fine regional and cultural news.”
The group plans to give the daily a local flavour in a bid to give readers a “personal touch” in their home edition. There are plans to recruit local people from Meerut as they understand the city well.
Elaborating on the promotion strategy, Sandeip Vishnoi, COO, National Duniya said, “We will be aggressive on our part when it comes to promotions. There will be campaigns on TV, print, outdoor and digital media during the entire promotional period. We have also planned to have some introductory offer for the vendors, advertisers and readers.”
The group claims that advertisers from different verticals such as hospitals, education, real estate and major outlets have shown interest in advertising with the forthcoming paper. The average Hindi reader and students are the main target group of the newspaper.