Launched in March 2011, The Sunday Standard, the weekly newspaper from The New Indian Express group which is published by Express Publications (Madurai) Ltd, is planning to expand its base in North and West Indian markets. The paper is currently distributed in the Delhi NCR region.
In an exclusive conversation with exchange4media, Prabhu Chawla, Editorial Director, The New Indian Express, divulged that the Sunday newspaper would have three more editions by the beginning of 2012. He said, “We are looking at launching The Sunday Standard from more cities of North and West India. However, we haven’t yet notified the markets, but they are not going to be metro markets.”
The new editions of The Sunday Standard in North and West Indian cities will be the same as the national edition, however, local news of the region will be given due preference as per relevance.
Speaking more about the USP of the newspaper, Chawla said, “The Sunday Standard is more like a Sunday magazine in broadsheet form. The idea behind the newspaper is to make it a ‘Views Paper’. On Sunday, we want to give readers thought-provoking, analytical articles, so that after reading, they become more authoritative and informative.”
Meanwhile, the group is investing heavily on various promotional activities. Chawla believed that promotion of the newspaper certainly worked in terms of enhancing visibility of the newspaper. “We are focusing on various events. Recently, we did an event in Delhi, while in Tamil Nadu we have done musical events,” he added.
In recent times, the budget for marketing and promotional activities for the newspaper has gone up. “We are being advised on it by South-based agency TBWA Anthem,” Chawla shared, concluding, “But ultimately, it is the content of the newspaper that is the most effective promotion.”