There will soon be another way to enjoy the morning cuppa, if you are a Bengali. The almost 200-year-old The Statesman of Kolkata, perhaps one of the last vestiges of the British Raj, is all set to have a vernacular sister. Come late June The Statesman will launch the Dainik Statesman, a daily newspaper in Bengali.
The Dainik Statesman, with "a contemporary and trendy look", will be "an independent, unbiased and forthright newspaper", according to a company spokesperson.
Explaining the rationale for launching Dainik Statesman, Ravindra Kumar , Editor & Managing Director, The Statesman, said, "In a state where the erudite Bengali has always had a voice, an opinion about things that concern him, there has always been a crying need for a responsible and serious offering in Bengali. A paper that says a 'yes' or a 'no' . Never 'maybe'."
The Dainik Statesman aims to provide a cost-effective proposition to advertisers targeting the upper SECs by reducing wastage substantially. According to the company, research, both independent and in-house, has shown "extremely high dissatisfaction levels with the other leading vernacular players in West Bengal".
"Advertisers aiming to address the high end of the market need a vehicle that ensures minimum wastage. The leading Bengali dailies deliver mass, but have limited penetration at the top end. Less than 10 per cent of the total readership of the market leader currently belongs to SEC A1," said the company spokesperson.
With Dainik Statesman targeting affluent and responsible educated Bengali readership, there is huge curiosity in the trade and among readers in the eastern part of the country.
First run on site on June 12, 04 at 9.30 am