Navbharat Times, the Hindi daily from BCCL, has recently launched its Faridabad and Ghaziabad editions. The company also has plans to come up with Noida and Gurgaon editions soon. Navbharat Times has come up with tailored content of eight pages dedicated to local issues for its latest two editions, called NBT Faridabad and NBT Ghaziabad.
The idea behind the launch of these editions is to create city specific identity like that of Varanasi, Surat and Nagpur editions of The Times of India. The target audience would be SEC AB.
“Navbharat Times is tightly focussed on Delhi, but the new editions would provide an enhanced metro coverage. Most people have some connections to Delhi which they can relate to either in terms of aspirations, relations, and professional needs. The eight pages would try to take a solution-providing approach to different local issues,” said Aman Nayar, Brand Manager, TOI Group.
Madhusudan Anand, Editor, Navbharat Times, said, “The editions are meant for people who want to live in Delhi but cannot afford to do so because of the high cost of living in the city. However, for them they are still a part of the Delhi metropolis. The basic idea of these editions is to empower them with all types of news. We provide four pages each of features and news, wherein we highlight common problems of the NCR, shopping trends, new malls, etc.”
“The masthead of these editions shows the information in English, which symbolises two things – first, that the newspaper is for upmarket readers, and second, that English as a language is much more common. NBT Faridabad and NBT Ghaziabad are all colour editions. We have contents like colony by colony, lifestyle, events and education,” added Nayar.
“We have done a good amount of promotional activities for both the editions. While we organised a Daler Mehndi concert in Ghaziabad, we had a Sukhbir concert for Faridabad. We have also done outdoor promotions for both the editions,” he further said.
As part of the promotional activities, vans were hired and painted in the NBT colours and passes for the concerts were distributed. “All these activities have enhanced our sales figures in both the cities. While in Faridabad we have witnessed a jump of 100 per cent in sale of copies, in Ghaziabad we have seen a 40 per cent rise in sale of copies,” Nayar maintained.