Quite a few changes have been lined up for the two English language newspapers of the Express Group – Indian Express and Financial Express. This apart, the Group, which has stayed away from any branding campaigns in recent years, is also coming up with promotional campaigns by the end of July 2011.
Speaking on the changes being planned, Shekhar Gupta, Editor-in-Chief, Express Group, said that they were very clear on the positioning of The Indian Express. He explained that The Indian Express was a newspaper with opinion and views, which covered all 5Ws and 1H of journalistic ethics, including a new W, which was ‘What Next’. “The change in the positioning of the newspaper was seen in the recent numbers of IRS with growth in readership numbers. The newspaper is clearly positioned for serious readers, which also includes the youth TG,” remarked Gupta.
The Group will soon add more pages to The Indian Express, which will carry more feature stories and an additional review section on various subjects. The Sunday offering of the group - magazine EYE - will carry more stories on sports and business in separate dedicated sections. Gupta further said that the content arrangement with The Economist would be leveraged well to differentiate the product from others.
On expansion plans of the newspaper, Gupta said, “While there are no plans on the cards to launch any new edition in any new market, we will expand in the markets where we are already present.” But the Group will soon re-launch the Kolkata edition of The Indian Express from a new office in the city.
Meanwhile, Financial Express, the financial daily from the Group is set to be launched in a new avatar within 45 days. It may be recalled that a few days back the newspaper had entered into a content tie-up with Financial Times. Gupta stressed that these tie-ups were important for the two newspapers because in cluttered newspaper market, content differentiation mattered a lot.
The Indian Express has also formed a team called Innovation Express, which will be working on special editions for the newspaper. The Group is also mulling over IE Solution, which would discuss the various problems of the country and try and find solutions for those.