Navbharat Times (NBT), the Hindi daily from the Times Group stable, is launching its special NCR edition to further strengthen its numero uno position in Delhi-NCR. The paper hits the newsstands from January 2, 2012.
While the Delhi edition continues to be the No. 1 in the Delhi city with a gap of 7.5 lakh readers with the next competitor, NBT-NCR edition is aimed to widen the gap further. The NCR edition will not only retain its special Delhi and national content, but also offer a complete dose on state level news of Uttar Pradesh and Haryana. This special NBT-NCR edition will be circulated in all the five suburbs (Ghaziabad, Faridabad, Gurgaon, Greater Noida and Noida). Readers in these areas will also get the hyper local city pullouts in their respective regions along with this main issue.
Regionalising the main issue, the product offering is customised for its NCR readers.
Ranjeet Kate, Director Languages - Bennett Coleman & Co Ltd, remarked, “Of late, media buying behaviour has seen a lot of change. Advertisers see language dailies as a medium providing valuable and sizable reach in key markets like the NCR. While, on the other hand, readers of such fast paced cosmopolitan cities seek newspapers as a trustworthy guide. We can deliver value in such a scenario with a customised NCR edition to both our readers as well as advertisers.”
Aman Nayar, Brand Manager, Navbharat Times, shared that most advertisers who consumed Delhi would also want NCR, and given the minimal add-on rate, NBT intended to convert most of its NBT Delhi edition advertising for the NCR edition. The sizable local advertising would be a separate stream.
The NCR has been witnessing a huge growth in job opportunities, increased urban migration, increased housing projects and huge investments in the transport infrastructure. From the advertising point of view, tapping NCR readers has always been an interest area for all advertisers as they look out for mediums that have deeper engagement levels with their audiences.
For the record, as per the Indian Readership Survey (IRS) Q3 2011 results, NBT remains the most read newspaper in Delhi-NCR with a readership of 19.7 lakh.