Come December 22 and Vijay Karnataka would launch an English Daily in Karnataka. It will have three editions: Bangalore with printing centres at Mysore and Chitradurga, Mangalore edition with printing centre at shimoga, and Hubli with printing centres at Bagalkot, Gangavati and Gulbarga.
Vijay Karnataka leads the pack in Karantaka as far as regional dailies are concerned. Number one English daily in the state is Times of India, followed by Deccan Herald, Hindu and Express. As to why did the paper feel the need for another English daily in a state which already has four strong English papers, two of them specifically catering to the Southern markets, says Vijay Karnataka's MD Anand Sankeswar, "We saw the potential and are extremely enthusiastic about it." However, when asked if with the English newspaper, the group would once again go the invitation pricing way or has some other such strategies in place?, Said Sankeswar, "Of course, we have our strategies in place. However, these are confidential issues and I would not want to comment on them right now."
Though Vijay Karnataka is read across the state, its stronghold appears to be in SCR Kannad 1 and Kannad2. With the three editions of English newspaper, the plan appears to be to increase its reach further in the other SCRs in the state - Deccan, Malanad and Old Mysore, with special focus to Bangalore, which alone accounts for 24% of the market potential in Karnataka.
According to the industry sources it is a smart move on Vijay Karnataka's part as it would definitely lure in advertisers who are looking for both English and language paper in the state. Known for its aggressive marketing strategies, the group is expected to offer good package deals. However, all Sankeswar says is, "It is too early to talk about anything".