Major print players are closely watching the developments following the launch of Amar Ujala’s Lucknow edition on June 24. The paper claims to have a confirmed subscription of 210,000. exchange4media talks to some of the key Hindi dailies present in the Hindi heartland to know how much of a change Amar Ujala’s latest edition would bring in the market.
Sunil Mutreja, President-Marketing, Amar Ujala, is naturally excited about the launch. He said, “The response has been great and we have managed to sell 210,000 copies as expected.”
Sanjay Gupta, CEO, Danik Jagran, said, “We welcome them as competitors, but it is extremely early to comment on the response it has had in the market. The exact number of copies sold by the company will only be justified after six months.”
He further said, “It a standard Amar Ujala copy that is available in other places, there is nothing new about the product. There is nothing alarming about whether the edition would in any way affect our editorial. Right now, we are not looking at slashing down our prices, we will be selling at the old price of Rs 3.50.”
When contacted, all Amit Chopra, Business Head, Hindustan, would say was, “It is too early to comment on the response.”
Arun Natesh, General Manager-Marketing, Business Standard, said, “The print space has witnessed a huge flurry of new launches with established players believing that they can leverage on their existing strengths and roll out into newer geographies that are dominated by a few highly entrenched players. This has been true of both English language media and vernacular dailies. Amar Ujala launching in Lucknow is the latest case in point and it should help them showcase a wider footprint.”
Amar Ujala’s Lucknow edition also covers eight other districts of Uttar Pradesh – Rai Bareli, Lakhimpur Kheri, Gonda, Sitapur, Barabanki, Bahraich, Faizabad and Sultanpur. The paper is priced at Rs 3.50.
Amar Ujala to hit Lucknow newsstands from June 24