In a move to expand its footprint in non-metros, Essbee Media Group is gearing up to launch the second edition of its Hindi newspaper, National Duniya, from Jaipur. It is slated for launch in two months’ time.
The cover price of the paper will be Rs 3.50. National Duniya is already present in New Delhi.
The Jaipur edition will have 20 pages and an initial print run of one lakh copies. With an ad-edit ratio of 40-60, the Group is targeting advertisers primarily from the education, real estate and lifestyle sectors. An online edition will also be launched soon.
Speaking with exchange4media, Sandeip Vishnoi, Chief Operating Officer, National Duniya, cited two reasons behind the move. First reason is that Essbee Media Group is already present in Jaipur with its education show infrastructure and hence, knows the market well.
The second reason is, according to Vishnoi, the two top dailies already present in the Jaipur market have not been able to satisfy the readers. He added, “These two dailies are involved in fighting with each other and are not concerned about the readers and advertisers. They are not practicing journalism, they are basically indulging in media competition.”
According to him, Jaipur needs a Hindi daily that can understand the readers’ demand and National Duniya will fulfill that demand. “The market has good potential and great advertising business,” he asserted.
Essbee Media Group will be targeting readers and advertisers with a creative inaugural scheme. Moreover, a large number of copies of the paper will be distributed to students in government schools. The Group will employ all media tools for promotions.
Meanwhile, commenting on the Delhi edition, Vishnoi said, “We are doing pretty well in Delhi/NCR. Now, the plan is to focus on other cities.”