In the backdrop of the forthcoming Bihar Assembly elections, Prabhat Khabar is set to launch its Muzaffarpur (Bihar) edition on October 10, 2010. This edition is also being seen as an extension of the Patna edition. With almost 20 pages, the paper is priced at Rs 3. The Muzaffarpur edition will carry all colour pages with regular supplements on select days. Narendra Aniket is the Editor of this edition.
Earlier, Muzaffarpur city was being serviced by the Patna edition of Prabhat Khabar. Now, with the Muzaffarpur edition, readers will get six pages of local news, which they were not getting earlier. The initial print run of the paper has been kept at 35,000 copies. The group has claimed to have 25,000 copies booked in advance.
KK Goenka, MD, Prabhat Khabar, informed, “We are planning to expand beyond Muzaffarpur as well, and soon we will be launching the Bhagalpur edition. However, right now our clear focus would be Muzaffarpur city.”
Prabhat Khabar had started its trial printing in Muzaffarpur from September 25, 2010. Speaking about the advertisers, Goenka said, “At present, we are targeting local advertisers. However, we will definitely get the advantage of election-related advertisements too. Elections certainly help in improving circulation of the newspaper and adding new readers. The time of launch has been selected keeping all these equations in mind.”
Goenka added that the group had launched a huge campaign in the city prior to the launch.
Meanwhile, newspapers that can give stiff competition to Prabhat Khabar in the region include Hindustan, Dainik Jagran and so on.