NavBharat Times (NBT), Hindi daily from BCCL, is set to launch its Gurgaon edition on August 1, 2010. Gurgaon is already serviced by NBT’s Delhi edition, the new edition aims to target a new set of young and aspiring local readers. Priced at Rs 2.50, this edition will consist of eight hyper local pages apart from the regular national, international and sports pages. A new bureau has been set up in Gurgaon, however, newspaper will be printed in the Sahibabad printing division of the NBT.
Speaking on this development, Aman Nayyar, Brand Manager, NBT said, “In the larger homes of the NCR, readers tend to buy two newspapers - Hindi and English. We are looking at that dual reader TG, wherein other Hindi newspapers available in the Gurgaon market target only Hindi household families.”
Nayyar did not disclose the numbers of the initial print run of the newspaper, but he did say, “We will try to acquire the top slot, targeting larger segment of readers. All pages of the Gurgaon edition will be in colour.”
It may be recalled that Hindustan Times, too, had recently launched its Gurgaon edition. When asked why this beeline for the NCR, Nayyar replied that NCR was not only a rich market for newspapers, even for consumer goods, too, it was a bigger market. And if one wanted bigger share of profit, he needed to target these markets. “We are looking at two sets of advertisers. First, the local retail advertisers and retail education property, and second, are the national advertisers, who see Delhi-NCR as a whole market,” Nayyar added. He further said they were targeting SEC A and B in the age group ranging from 18 years to 40 years.
Ram Kripal Singh, Executive Editor, NBT said, “The overall personality of the Gurgaon edition would be similar to the one in Delhi. We are not going to make major changes in terms of editorial policy, but yes, we are very much concerned about the local readers of Gurgaon and keep on raising issues which they can relate with. We are targeting youth of the NCR region hence content and topics of the newspaper will be according to that.”
Meanwhile, in another development, NBT is going to re-launch its Noida, Ghaziabad and Faridabad editions on August 1, 2010. Now, more local pages are being added to already existing editions in these cities. Each of these editions will have eight local news pages. Nayyar explained that though NBT was launched in these markets a few years back, they were not able to provide readers with much local offering, but now the NCR market would be serviced by local news focussed editions. “We had cut down our budget during the recession period and it had impacted these editions at that point of time,” he admitted.
With NBT gearing up to capture the NCR markets, it remains to be seen how soon other players will follow suit.