In a bid to further fortify its presence in Delhi NCR, Navbharat Times (NBT), the Hindi newspaper from the Times Group stable, is launching its Greater Noida edition on September 29, 2011. With this, NBT has gone hyper local in the region, adding 8-pages, all-colour, dedicated to local content with the mainline newspaper. The cover price of the newspaper remains unchanged at Rs 2.5 per copy.
Speaking to exchange4media, Aman Nayar, Brand Manager, NBT Delhi, said, “Saluting the local character of each of the NCR cities, we came up with the concept of a hyper local newspaper- circulated along with the mainline Navbharat Times. These have gained traction with growing readership and ad share. Now, with the boom in Greater Noida reaching a critical point, we are launching NBT Greater Noida.”
It may be recalled that nearly four years back in 2007 NBT had launched hyper local editions for Ghaziabad, Faridabad and Noida cities. However, owing to recession in 2008-09, the group decided to withdraw these editions. In 2010, along with the launch of a new edition from Gurgaon, NBT also re-launched its Ghaziabad, Faridabad and Noida editions. Besides, almost six months back, NBT had to split its Ghaziabad edition into two owing to growing demand. “With these editions, we have been able to leverage local market demands better than the competition,” Nayar said.
With the Greater Noida edition, the daily is focusing to satisfy the growing demand for local news, besides targeting local advertisers. Nayar believes that hyper local editions provide immense opportunity for engaging local advertisers.
Recently, to attract readers in the NCR region through content, NBT has launched various engagement campaigns. To solve the problem of local areas which are directly related to government departments, the daily launched a campaign titled ‘Samvad’. Under this campaign, newspaper representatives, along with members of Residents Welfare Associations (RWA) met various lower level bureaucrats to find out solutions to various civic problems. This apart, the ‘Crime Against Women’ campaign has also helped readers to engage with the newspaper.
Nayar further said, “We will continue with these campaigns in coming days as well. We want to be a solution-centric newspaper of Delhi NCR.”
For the record, as per the Indian Readership Survey (IRS) Q1, 2011 results, while NBT remains the most read newspaper in Delhi, it has maintained its lead in the Delhi-NCR region too. With an AIR of 19.66 lakh, the daily has seen a growth of 8.50 per cent as against IRS 2010 Q1 in NCR.