Leading Hindi daily Punjab Kesari is getting ready to mark its foray into Hisar. The new edition will be launched in March. So far the paper used to cater to this market through its Ambala edition.
Explaining the reason for the launch, Punjab Kesari Group Director Amit Chopra said, “We have been serving Hisar through our Ambala edition. Having a separate edition in Hisar will help us serve the readers well. We will directly cater to them now providing them with the latest news. Henceforth the delivery time would also be reduced.”
The content of the new offering will have a judicious mix of national, international, state news, among others. While 25 percent of coverage will be given to local news, 75 percent would constitute the state, national and other news. The price of the paper is going to be the same as the other editions of the Punjab Kesari.
At present, Hisar has two Hindi dailies-- Dainik Jagran and Dainik Bhaskar. With a full-fledged edition coming in from Punjab Kesari soon, readers will have more options before them. Speaking on the competition aspect, Chopra said, “We already exist in that market and are fairly good over there. We intend to improve our position there.”
The initial print run is going to be around 50,000 copies. The marketing activities for the new edition is going to commence from March. The promotional mix will be largely skewed towards outdoor activities.