Patrika has been quite bullish on the Hindi heartland markets. The group has launched editions in quick succession in Madhya Pradesh and Raipur in Chhattisgarh. The latest is its Bhilai edition, also in Chhattisgarh. The newspaper is priced at Rs 1.50 on weekdays and Rs 2 on Sundays. The paper is also coming up with a ‘city magazine’ for the entire week, including special supplements like ‘Parivar’ on Wednesdays, ‘Bollywood’ on Saturdays and ‘Hum Tum’ on Sundays. Giriraj Sharma is the State Editor for all the Chhattisgarh editions of Patrika.
The group aims to have an initial print run of 80,000 copies for Patrika’s Bhilai edition, which is the 28th edition of the paper in India.
In a prepared statement, Arvind Kalia, National Marketing Head, Patrika Group, said, “Bhilai is the industrial backbone of the state’s economy and is a very important market for advertisers, both locally and nationally. In fact, Bhilai is synonymous to growth and would act as a strong center for Patrika in its forthcoming strategies for the state.”
Speaking on the set of advertisers that Patrika is targeting in Bhilai, Kalia said, “Bhilai is a huge market and we being a newspaper for the masses, would target all sorts of prospective advertisers, right from the classified advertiser to the biggest advertiser.”
BR Singh, Senior General Manager, Circulation, Patrika Group, said, “Patrika’s entry in Bhilai is a well planned and well executed decision for the group. In Bhilai as well we have received tremendous response just like in Raipur, with our initial print run showing the trend of what we can expect in the future.”
Patrika has entered Chhattisgarh with a reader oriented campaign at the local level. The OOH and print communication have innovatively tried to position Patrika as a reader friendly newspaper. The initial introductory scheme being run by Patrika also aims to generate affinity for the product amongst its target.
The other newspapers that can give stiff competition to Patrika in the region include Dainik Bhaskar, Hari Bhoomi, NaiDunia, NavBharat, and Deshbandhu, among others.
Rajasthan Patrika has 12 editions in Rajasthan and five editions coming out from non-Hindi speaking states, including Gujarat, Karnataka, Tamil Nadu and West Bengal. Patrika in Madhya Pradesh has six editions from Bhopal, Indore, Ujjain, Ratlam, Jabalpur and Gwalior.
Chhattisgarh print war intensifies; Patrika launches Raipur edition
Buoyed by success in Madhya Pradesh, Patrika enters Chhattisgarh