Top Story


Home >> Media – Print >> Article

Patrika further firms up base in MP with Rewa edition

Font Size   16
Patrika further firms up base in MP with Rewa edition

Patrika Group has forayed into Rewa in Madhya Pradesh. The Rewa edition hits newsstands on April 18, 2013 with an initial print run of 21,500 copies. The paper has a cover price of Rs 2 for four days in a week and Rs 2.50 for three days.

Talking to echange4media about the objective behind launching the Rewa edition, Arvind Kalia, National Head, Marketing, Patrika said, “The research proved that there is enough space for entry of new newspaper with high credibility that can also raise some of the basic problems of the cities.”

He further said, “We plan to strongly rely on our journalistic expertise and penetrate into the market, banking on a strong product that can win the confidence of the people and become the voice of Rewa.”

As part of the pre-launch process, a team of trained surveyors reached out to more than 31,000 households out of the total 47,000 registered listed households in Rewa and received more than 26,000 orders. “We had researched extensively about existing newspapers and their standing in the market,” Kalia informed.

Talking about the competition, Kalia said, “We don’t think we have to compete with any existing player because our approach towards running the newspaper is totally different, which is high on credibility and fearless journalism.”

The edition is being promoted through extensive outdoor campaign, banners, auto branding and mobile vans. The outdoor campaign highlights local issues at all prominent sites in the city. As part of the activations, the Patrika Group is creating awareness through interactive events with the local people, door to door sales pitch, and special events on occasions.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...