The cutthroat competition in the print media is clear, especially in the Hindi daily space. This is visible with the almost simultaneous launch of Patiala edition by two big players in the Hindi newspaper market – Dainik Jagran and Dainik Bhaskar. The launch of Dainik Jagran in Patiala was scheduled on December 21, while Bhaskar was launched a day later.
With the launch in Patiala, Dainik Jagran – which boasted of coming up with 32 editions in India – has launched its fourth edition in Punjab, and so has Dainik Bhaskar. The initial print of neither Jagran nor Bhaskar was available, but according to industry sources, it is in the range of 30,000-35,000 copies.
Speaking on the reason to launch a Patiala edition, Jagdish Sharma, Managing Editor, Dainik Bhaskar, said, “The launch and success of Dainik Bhaskar in the Amritsar, Jalandhar and Ludhiana markets have given us a better insight into the Punjab markets, and has been a great lead up to our launch. In Chandigarh, which is misconceived as an English market, Dainik Bhaskar has more readers than all the Hindi or English newspapers put together. Clearly this dominance of the market can only come from a near perfect understanding of the local values, culture and informational needs. The Patiala launch helps us with further reach in Punjab so that we can achieve our target of covering the entire state.”
The Patiala edition of Dainik Bhaskar comes up with the installation of state-of-the-art high technology presses, especially established for this edition. The Patiala pages are developed locally with a separate editorial team. Bhaskar has come up with 12+4 pages, all of which are in colour. The cover price is Rs 1.5, and includes five supplements like ‘Madhurima’, ‘Navrang’ and ‘Rasrang’.
Local ground level campaigns have been going on for the promotion of the two dailies.