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.