Marathi daily Pudhari, which already has 10 editions, is all set to add two more to its portfolio – in Mumbai and Aurangabad. While the Mumbai edition would be launched around mid-February, the Aurangabad will follow around mid-March 2009. Nasik and Nagpur are next on the list for further expansion.
Speaking on the marketing strategy, Naval Toshniwal, Group Marketing Head, Pudhari, said, “The launch will be heavily publicised on ground through outdoor branding and aggressive door-to-door campaigning. We will also use radio and TV to communicate the launch to the target audience.”
On the initial print run, he said, “We are expecting more than two lakh copies in Mumbai and another 1.5 lakh copies in Aurangabad district.”
Toshniwal, however, declined to divulge information on the cover prices of the two editions, but said that they would have 16 pages targeting Marathi speaking population from the middle and higher income classes. He was confident that with the expansion plans underway, Pudhari would soon achieve the No. 2 slot in Maharasthra.
Toshniwal further said, “We restrict the ad-edit ratio to 40:60. Initially, we will be liberal and offer more space for strong editorial content, which is the strength of Pudhari.”
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.
He cited the paper’s independent editorial stand and ‘fearless, unbiased approach over the years’ as the reasons for gaining the serious attention and regard of the people all over Maharashtra. It may be noted that when all regional dailies in Maharashtra showed a decline or marginal increase in growth, Pushari has been having a dream run in the positive territory. It is read by 40 lakh people everyday.