Sakal Group’s AgroWon, touted as India’s first news daily devoted to agriculture, completed five years on April 19, 2010. The paper has now gone online with an e-edition that focuses on second generation farmers. Marathi language AgroWon now plans to expand outside Maharashtra in other languages as well. exchange4media finds out more about the paper’s plans from Uday Jadhav, COO, Sakal Media.
Nearly 90 per cent readers of AgroWon are farmers. The Group claims to have received an overwhelming so far from its readers. Speaking about the paper’s journey so far, Jadhav said, “The journey of the newspaper has been very good so far. There are four things that matter a lot for a newspaper – readers, content, circulation and revenue. We have been able to reach out to our target audience very well with helpful and informative content. In terms of circulation, we are printing 1 lakh copies per day. We have also seen good response from advertisers not only at the local level, but from national brands too.”
Commenting on the e-edition of AgroWon that was launched on the occasion of its fifth anniversary, Jadhav said, “We are targetting urban readers as well who have farms and are interested in investing money in the farming sector.”
He further said, “When AgroWon was launched, there were lots of talks, criticisms and curiosity. Over the years, apart from circulation and revenue, the Group has achieved many key milestones. We conducted more than 200 event activities for farmers. Two hundred farmers were sent to Israel under this programme to get good knowledge of farming. It helped us to establish a good connect with the farmers.”
The newspaper targets a 50-50 per cent share of revenue from subscription and advertisement. “Apart from agriculture products advertisers, we are getting good responses from general brands as well. Every big brand these days are targetting farmers and they are good TGs for them,” Jadhav noted.
Sakaal is an independently owned media business in Maharashtra. Headquartered in Pune, Sakaal’s operations consist of regional newspapers, magazines, and Internet publishing.