Pioneer is set to add another edition to its fold. The English daily will be launching its Chandigarh edition by the end of August. The paper already has editions in Delhi, Lucknow, Bhopal, Cochin and Bhubaneshwar.
Chandan Mitra, Managing Director and Editor, Pioneer, was quite upbeat about the potential of the Chandigarh market. “We see huge potential there for an English newspaper because the per capita income there is higher than any other place, it is even higher than Delhi,” Mitra added.
“There are a lot of discerning readers in Chandigarh, who are educated and cultured. Besides, people have high purchasing power. So, we feel it is conducive for us to enter a region which looks so promising,” Mitra further said.
Priced at Rs 2 on weekdays and Rs 3.50 on Sunday, the content of the new edition will follow the same pattern as in other editions, wherein coverage of local news will be of prime importance. The rest will be made up of news of national and global importance.
The paper aims to serve markets like Jammu and Kashmir, Shimla and most parts of Haryana through its new offering and the content will be structured by the local reporters in consultation with the desk in Delhi.
Mitra doesn’t see Pioneer competing with other papers there as he feels that the paper has carved out a niche for itself and is very well appreciated by the affluent segment, the SEC A. He said, “We are up-market in terms of our quality, which is economically and intellectually stimulating.”
The estimated circulation of the Chandigarh edition was yet to be fixed and the team was likely to be in place in the next few weeks, informed Mitra.
Meanwhile, the next destinations for Pioneer were Hyderabad and Ahmedabad, informed Mitra. He, however, refused to put any timeframe to that.