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Price war erupts in Bhagalpur among Hindi dailies

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Price war erupts in Bhagalpur among Hindi dailies

Hindi daily Hindustan and Dainik Jagran have reduced the cover price for their Bhagalpur (Bihar) editions. The newspapers, which were available at Rs 4, are now available at Rs 2. The Bhagalpur (and neighbouring districts) newspaper market, which is estimated at approximately Rs 10-12 crore, recently got a new entrant – Prabhat Khabar. This strategic move from Hindustan and Dainik Jagran is being seen in the backdrop of the low cover price of Prabhat Khabar.

There was, however, no official comment available on this development from either Hindustan or Dainik Jagran. Meanwhile, KK Goenka, MD, Prabhat Khabar, said, “While this development in the market shows the impact of Prabhat Khabar, it also indicates the acceptability of our product.”

It may be recalled that Prabhat Khabar had launched its Bhagalpur edition, priced at Rs 2, on February 10, 2011. Prior to this launch, Bhagalpur was getting the newspaper from Patna and the edition was priced at Rs 3. At that time, both Hindustan and Dainik Jagran were priced at Rs 4 each.

At present, there are three major newspapers in the Bhagalpur market – Hindustan, Dainik Jagran and Prabhat Khabar. According to the census of 2001, Bhagalpur’s literacy rate stands at 49.50 per cent. While the male literacy rate in Bhagalpur is 59.2 per cent, female literacy was registered at 38.1 per cent.

Also read:
Prabhat Khabar rolls out Bhagalpur edition


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