Vijay Karnataka creates tabloid on COVID-19 awareness

Launched on 19 April, the VK Corona Guide reached more than 0.5 million homes in Karnataka

e4m by exchange4media Staff
Updated: May 9, 2020 7:34 PM
Vijay Karnataka

During the countrywide lockdown in India, Vijay Karnataka launched a special tabloid to help the readers stay safe from COVID-19. This work summary explains the various facets of how the publication was able to empower its readers and gain a significant spike in its revenue while the circumstances were grim.

Launched on 19 April, the VK Corona Guide reached more than 0.5 million homes in Karnataka.

In the initial days of the lockdown, VK curated content and campaigns straddling across: Positive news on front page, ‘newspapers are safe’- do not host virus on them. Vendors who risk their lives are ‘Superheroes’, #Nolockdown for family time.

While delivering editorial content on the pandemic every day, the team decided to deliver a special issue to help readers answer their queries, provide guidance from expert physicians to develop immunity against the fatal disease. We decided to create a guide that Empowered Kannadigas when they needed information in their native language.

Product Summary

Content was planned to accommodate the FAQs about how to protect oneself from catching the virus, how to detect the symptoms of the sickness and curative measures to be taken. The guide included helpline numbers, Dos & Don’ts in social places, along content on how life would be after the pandemic, how to use social spaces after the lockdown, #MaskIndia, Scenes of Jobs and Education after the crisis. Messages from the CM, Health Minister, BBMP Commissioner, Mayor, Police Commissioner were included. VK Corona Guide was made in 11 editions spread across 30 districts of Karnataka with pagination between 16 to 32 pages based on a healthy ad/edit ratio.

Advertiser Summary

A total of 246 advertisers published their ads to reach the readers. Advertisements from Municipal Corporations, FMCG & Healthcare brands, Educational & Financial institutions, Automobile, Real Estate, Retail brands, IT-Hardware brands, Services brands like Security, IT maintenance and the Political fraternity were part of the special edition.

Marketing & Distribution summary

Vijay Karnataka published a note to readers and the distribution channel about the special edition 2 days before it was launched in the market. This was to ensure that the readers would not miss the copy on the given day and the channel team would be able to collect the additional cover price. A day before the launch, VK team shared the copies with the Chief Minister of Karnataka, Health Minister of state, Deputy Chief Minister (also a doctor by profession), Senior Medical Practitioners, Religious leaders to spread the word among the people to ensure they read the special edition.

The VK Corona Guide tabloid was distributed in 0.43 million copies of regular VK Subscriber homes at an additional cover price of Rs 2. Distribution team garnered 0.7 million sponsored copies which were inserted in competition copies and a few were distributed in areas as desired by sponsors. The distribution teams ensured they wore protective gear like masks and gloves while distributing the newspapers.

During the lockdown, Vijay Karnataka, the highest read daily in Karnataka demonstrated that ‘impossible is nothing’ and garnered additional revenues worth Rs 3.5 million including ads and circulation. VK thus, showcased the essence of the work flow to publish this unique product during the times of Remote Working. Through cross functional teamwork Vijay Karnataka leveraged most typical strengths of a leading newsmedia company.

VK Corona Guide guided with answers for FAQ’s about protection against catching the virus, detecting symptoms of the sickness with infographics. The guide included helpline numbers, Do’s & Don’ts in social places, how life would be after the pandemic, preparing for job, education & financial scenario post crisis. Messages from CM, Health Minister, Mayor, Police Commissioner were included. This unique guide was made hyper-local with 11 editions spread across 30 districts with pagination between 16 to 32 pages based on a healthy ad/edit ratio.

A total of 246 advertisers participated to reach the readers. Ads from Municipal Corporations, FMCG, Healthcare, Automobile, Real Estate, Retail brands, Educational & Financial institutions, Services brands like Security, IT maintenance and the Political fraternity were part of the special edition.

To promote the guide, VK published a note to readers & distribution channel 2 days prior to launch. A day before the launch, VK team shared the copies with the Chief Minister of Karnataka, Health Minister of state, Deputy Chief Minister (also a doctor by profession), Senior Medical Practitioners, Religious leaders to spread the word among the people to ensure they read the special edition.

The VK Corona Guide tabloid was distributed in 0.43 million copies of regular VK subscriber homes at an additional cover price of Rs 2. Distribution team garnered 0.7 million sponsored copies which were inserted in competition copies and distributed in select areas. Circulation teams used protective gear like masks and gloves during distribution.

During the Pandemic lockdown, Vijay Karnataka, the highest read daily in Karnataka demonstrated that ‘impossible is nothing’ and garnered additional revenues worth Rs 3.5 million including ads and circulation. Thus, VK showcased the essence of the work flow to publish this unique product during the times of Remote Working. Through cross functional teamwork Vijay Karnataka leveraged most typical strengths of a leading newsmedia company, i.e. Credibility, Wide Reach amongst Affluent homes, Social Impact & Aspiration. 

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube