MJ Akbar’s newspaper, ‘The Sunday Guardian’, completed six months on July 1, 2010. The newspaper weekly is published simultaneously from Delhi and London. The London edition is published under the name ‘India on Sunday’. Priced at Rs 3, ‘The Sunday Guardian’ is published by Akbar’s MJP Media Pvt Ltd. Veteran advocate Ram Jethmalani is Chairman of the Board.
Commenting on the paper’s journey so far, Akbar told exhange4media, “It is remarkable how quickly ‘The Sunday Guardian’ has been recognised as an independent brand without any extravagant spend in marketing the product. This has happened largely due to word of mouth, which also accounts for its circulation success and the fact that it has already started attracting advertisements.”
Speaking about the marketing and distribution strategies and future plans, Akbar said, “We hope to consolidate in Delhi, which is the most important media market in India, and then go on from there. We recognised a vacant space in the market, which was the absence of a Sunday paper (we only had papers printed on a Sunday, which is quite a different matter), and have filled that space. The circulation response has been enthusiastic and even beyond our expectations. The response of the advertisers has been fantastic too – and this is a claim that can be verified by a look at the Sunday newspaper.”
Meanwhile, ‘The Sunday Guardian’ will soon enter the digital space by launching an e-paper edition. The design for the same has been completed. However, there are no plans to make ‘The Sunday Guardian’ a daily anytime soon.