A month after launching its Orissa edition on June 28, 2010, The Telegraph is launching its Patna edition, which hits the newsstands on July 28. With this latest launch, The Telegraph’s footprint now extends to every state in East India. The Patna edition is priced at Rs 4 on weekdays and Rs 5 on Sundays. The newspaper will be a standalone edition, customised specifically for the Bihar market.
Speaking to exchange4media, Dhruba Mukherjee, Associate Vice President, The Telegraph, said “The current size (in circulation and readership) of The Telegraph makes us the No. 1 English newspaper in the East. However, in terms of geography, we are not present in certain key states of the region. Hence, to expand our footprint in all key states of the region, we have decided to launch from Orissa and Patna in a short span.”
Rashmi Patnaik, Head of Buying, Allied Media, noted, “Bihar is not a grown up market yet, however, it has the potential to become one. The Bihar belt harbors several civil service aspirants, and any quality newspaper is bound to make an impact in that market. I feel the market is yet to grow to its full potential, and The Telegraph will make a difference.”
Mukherjee further said, “At The Telegraph, we never compromise on content. At this price point, we are going to furnish our readers with a customised main edition, along with lots of value added supplements to cater to specific needs of our readers. The newspaper will be printed at the HT Press in Bihar. We are looking to target all places where the English reading audience resides. We have planned out a high decibel 360 degree integrated communication strategy to make people aware about the morning availability of The Telegraph.”
Speaking about the future expansion plans, Mukherjee said “The Telegraph would consolidate in the markets in which it is present before foraying into newer markets. However, as we further consolidate in our existing markets, we will always be looking out for attractive markets.”