Rajasthan Patrika, which had launched its Hindi eveninger, ‘News Today’, in Jaipur early this year, is now taking it to Indore, where it will be launched on June 14, 2006.
Explaining the rationale behind entering the Indore market, Brij Raj Singh, DGM-Circulation, Rajasthan Patrika, said, “Indore is very much open for any major player in the evening. It is one of the biggest markets for Hindi evening dailies. A survey conducted by us indicated that there are many small newspapers in the evening encashing on sensationalism and crime reporting. There is a clear opportunity for a newspaper of stature to provide quality at par with the best of morning newspaper.”
The Indore edition of ‘News Today’, which will be priced at Re 1, will be printed from the city. The Hindi evening daily will not only cater to national and international news with analytical depth, but will also cover local news of Indore. Women and youth can also look forward to reading ‘News Today’.
When queried about the market for an evening daily in Indore, Singh replied, “Indore is among 67 cities poised to become metro in India. There has been no notable growth in the morning newspapers. The success of evening newspapers has impacted a price slide in the morning newspapers. In fact, the second largest newspaper in Indore is an evening newspaper.”
Commenting on the circulation figures, Singh said, “‘News Today’ employed a team that went door to door for bookings, expanding the scope of Hindi evening daily beyond business class and usual evening reader to encompass domestic readers as well. We already have 48,139 subscriptions, plus we can easily expect on stand sales of 5,000-plus, totaling more than 55,000 from the very day of launch.”
The media major has already started creating hype around ‘News Today’ in the form of hoardings and banners. This high visibility was being re-enforced by radio, cable TV ads and SMS messaging, informed Singh.