Top Story


Home >> Media – Print >> Article

Prabhat Khabar slashes cover price in Jharkhand to boost readership

Font Size   16
Prabhat Khabar slashes cover price in Jharkhand to boost readership

Prabhat Khabar, a daily published from Jharkhand, Bihar and West Bengal, has reduced its cover price in the state of Jharkhand from Rs 4 to Rs 2.

Commenting on the decision to cut the cover price, KK Goenka, Managing Director, Prabhat Khabar, explained, “According to the latest readership survey, it was revealed that only 18-20 per cent of the people read a newspaper in Jharkhand. There is a huge untapped segment that is unable to read a newspaper because of the high cover price. Hence, we have reduced the price so that more people can afford to read a newspaper.”

The cover price in West Bengal and Bihar remains unchanged at Rs 3.

Meanwhile, Prabhat Khabar has also launched a campaign, titled ‘Ab padega poora Jharkhand’, to support this price cut. The group has earmarked a budget of Rs 50-60 lakh for the new campaign, which will mostly use the OOH and radio mediums.

Goenka further said, “The initial response has been very good and today, we have sold 3 lakh copies instead of 2.3 lakh copies due to the reduction in cover price. There has been no increase in the advertising rates yet, but we will do it eventually as advertisers begin to get a better response.”

Prabhat Khabar was started in the year 1984 and in Jharkhand alone has got four editions – Ranchi, Jamshedpur, Dhanbad and Deoghar.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.