The first issue of the Orissa edition of The Telegraph hits the newsstands on June 28, 2010. This is the first expansion of The Telegraph in terms of foraying into a new state in a decade. The Orissa edition is priced at Rs 3.50 on weekdays and Rs 5 on Sundays and is expected to help the daily further strengthen its foothold in the eastern region.
Speaking to exchange4media, Dhruba Mukherjee, Associate Vice President, The Telegraph, said, “The content of The Telegraph is a no compromise area, and at this price point we are going to offer a rich package to our readers comprising a customised main edition, along with lots of value added supplements to cater to specific needs of our readers.”
The Telegraph will seek to make the paper available in all places where English language reading audiences resides. “We have chalked out a high decibel 360 degree integrated communication strategy to make people aware about the morning availability of The Telegraph and to generate trials,” Mukherjee added.
Speaking on the ad-edit ratio of the newspaper, he said, “As a new edition, we intend to grow in scale, size and impact. This will generate options for our advertisers to connect with a relevant audience in mind. We do not have any particular ratio in mind as of now.”
On future expansion plans of The Telegraph group, Mukherjee said, “The Telegraph has always pursued a focused expansion strategy in the East. We have always believed in consolidating our gains in the markets we have entered before exploring new ones. As we further consolidate in our existing markets, we will always be looking out for attractive market opportunities to explore and leverage.”