Right before the festive season, Patrika has strategically re-launched the product with an all new youthful look. The overhaul is a result of three months of planning, intensive research and market feedback. The new-look Patrika hit the newsstands on September 11, 2011.
The new layout sports an urban, youthful feel and a contemporary design. The news pages are designed keeping the eye moment in mind, essential elements are highlighted using a news hierarchy, while non-priority items have been eliminated.
From the advertiser’s point of view, there are some great innovations on the offing, such as the front page solus, which has been re-positioned from bottom right hand side 6th-7th-8th column more towards center to 5th-6th-7th column; thus, making it more like an island position wrapped with news all around, rather than occupying just the corner of newspaper. The new solus position gives a better edge to advertisers as it ensures more eyeballs than the classical solus position, also the pagination now enables advertisers to position their ads as per the TG, as the pages have pre-designated features appearing on specific pages as per readership habit profiling. With several news properties being design, advertisers now have more attractive advertising options.
With this new initiative, the newspaper seeks to engage the reader more with better structured news features and more visual support in the form of value addition boxes, visual illustrations and more.
Bhuwnesh Jain, Deputy Editor, Patrika Group, said, “Even as all other media are gearing up to cater better to youth readers, what is important to us and would be carefully ensured is maintaining our core values. Changing with the times is imperative, and Patrika is known as a very proactive organization, always striving to deliver better and keeping the readers’ interest first.”
The newspaper is packed with more local news, to re-enforce the reader’s connect.
Patrika has redesigned circulation drives to increase its penetration amongst the most sought after target groups. Re-invention of the product is a big step forward in this direction.
Saurabh Bhandari, AGM, Marketing pleased with the initiative and its sense of timing concludes “The interactive new format is sure to provide Patrika teeth in the crucial season time. The advertiser will be more than pleased to gain from the extra effort put by Patrika to provide not just the penetration but greater impact with its enhanced response power and better visibility.”
Sumant Verma, National Creative Head from the Newsroom Design Cell says that “The design has been done with a view to support & supplements the content, the classical ad spaces have been re-located to move away from the blind spots.” He further elaborated “To make it more reader friendly the pages are structured to go with the eye movement. The accent of design is to re-position the product to Sec A & B tastes, liking, and preferences.” The newspaper now comes with new sleek set of fonts, where only secondary colours have been used. A reverse mast head is a marked departure from usual newspaper format. A bar code clearly displays on the newspaper, vouching the professional approach.
Workshops and staff training has been orgainsed to keep the team abreast with the new revamp.
Patrika enjoys No.1 position in terms of recent ABC certification in both Madhya Pradesh and Rajasthan. As per IRS, it is the No.1 newspaper in Rajasthan and No.2 in Urban Madhya Pradesh, and rapidly moving upwards. Patrika group is well known for its commitment to stay ahead of its competition and this time again with its perfectly timed initiative, it has taken the market by surprise again.