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Pudhari continues with expansion plans; forays into Mumbai with its 11th edition

Pudhari continues with expansion plans; forays into Mumbai with its 11th edition

Author | Puneet Bedi Bahri | Wednesday, May 06,2009 8:20 AM

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Pudhari continues with expansion plans; forays into Mumbai with its 11th edition

Slowdown notwithstanding, Marathi daily Pudhari continues to expand its footprint across Maharashtra. The paper is launching its 11th edition, this time in Mumbai, on May 7. Mumbai launch will be followed by Aurangabad, Nasik and Nagpur shortly.

Priced at Rs 1.50, Pudhari is targeting a print run of more than 2 lakh copies on the first day. The Mumbai edition will have 20 pages, while 10 special featured supplements would be distributed free with the paper for the first 10 days following its launch. The 10 special featured supplements would have guest editors like Ratan Tata, Sanjeev Kapoor, and Girish Wagh, among others.

Yogesh Jadhav, Managing Director, Pudhari, asserted, “The state will get a new No. 1 very soon.”

Speaking on the expansion plans, Naval Toshniwal, Group Marketing Head, Pudhari, said, “We are targeting to launch in Aurangabad by mid-July and Nasik by September.”

He further said, “The ad-edit ratio would be 40:60, concentrating more on the content. The paper will have 20 pages to begin with and will be targeting the adult Marathi speaking population. Pudhari has been dominating Western Maharashtra for decades. Expanding the boundaries, Pudhari is all set to win the battle in the state capital Mumbai this May.”

On the marketing plans, Toshniwal said, “We have launched a Rs 3-crore campaign, which began with a teaser campaign two weeks’ back. The campaign was designed in-house. Pudhari ensured that the launch is communicated to every Mumbaikar. The teaser said: ‘Neta Nako, Nivada Pudhari’ (Not the Politician, choose the Leader). The campaign created tremendous curiosity amongst Mumbaikars, who thought it to be an election campaign of some political party, before the campaign opened on May 3, 2009 to declare the launch of Pudhari in Mumbai.”

Pudhari was launched in 1937 and has been growing to the current combined total circulation of over 483,262 (ABC certified) copies of 10 different editions. The main edition from Kolhapur, along with editions from Sangli, Satara, Ahmednagar, Solapur, Sindhudurg, Ratnagiri, Belgaum, and Panaji, have been instrumental in making this newspaper a leader not only in Western and Southern Maharashtra, but in Northern Karnataka and Goa as well. The significant achievement of this media group, claimed Toshniwal, was that it had achieved the No. 1 position in terms of circulation in Nagar, Sangli, Satara, besides in Kolhapur.

Also read:

Pudhari strengthens base in Maharashtra with Mumbai and Aurangabad editions

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