Top Story

Home >> Media–Print >> Article

Dainik Bhaskar hits newsstands in new content avatar

18-January-2011
Font Size   16
Dainik Bhaskar hits newsstands in new content avatar

Dainik Bhaskar has launched the new content re-engineered newspaper on January 16, 2011 in all its territories. This new content mix across the pages of the newspaper is a result of extensive research and analysis by cross-member teams. These teams worked for the past three months extensively, recreating and testing the content mix.

Speaking on this new avatar of the newspaper, Yatish Rajawat, Group Managing Editor, Dainik Bhaskar Group, said, “The findings of this research were very interesting and opened the minds of people. It has in many ways influenced the re-launch of the newspaper in this new content avatar. The research magnified the changed newspaper reading habits.”

He further said that the research not only helped them read into the changes of past few years, but also provide indicative directions towards how they could expect them to evolve in coming times. How the readers’ eyes have got used to absorbing content and information and how the newspaper needs to adjust to it to ensure that it remained relevant. “Watching the small screen like mobile and large screen like TV has forced people to read at a different pace and they are getting used to it. Especially the younger generation, hence the way content is presented has become more important,” noted Rajawat.

He added, “Dainik Bhaskar as a leader has made a revolutionary change, moving away from competition to focus on the reader. The reader will drive the content, quality and the size of it will be closely dependent on his needs.”

This is one of the biggest activities by the group. More than 5,400 man hours of planning went into this effort. Once the framework was aligned and established to the group’s satisfaction and successfully passed readers’ filter, teams across the centre were trained. This involved more than 3,150 hours of training.

To identify the needs of the readers a cross functional team carried out the research. At every stage fresh dummies of newspaper were used for understanding reader interaction, interest and involvement.

The significant elements of this initiative include:
• Focus of the change is not on the design of the product, but on ‘content’.

• The changes have been initiated through extensive research and recommendations by cross-functional groups of journalists and non-journalists.

• The entire editorial leadership team led by State Editors, and supported by National Editor and Managing Editor has been involved in co-developing the new product.

• Every section of the new product has a central resource assigned from editorial who shall be the SPOC for this initiative.

• For the first time, almost 500 people from the reporting teams and desk heads of all key editions were called to Bhopal for specific workshops for each section to ensure proper training and successful execution.

• The change is also accompanied by a new version of the editorial software (Matrix) to ensure better technology support in reporting.

• A new team of product managers has been formed at each state, which shall work closely with the state editors, the national editor and provide constant feedback to make continuous improvements in the product.

• Sunday Bhaskar has been revamped, and for the first time the newspaper will be using a unique cover story style to present stories. This will have a unique feature in terms of design and layout with a special jacket for content and not for an advertisement. This will differentiate the weekend edition from other weekdays and competition.

• There are special features in Sunday’s edition providing the reader with reading material of his interest in an interesting manner, making it that more readable and hence, the reader more knowledgeable.

• City Bhaskar is one of the largest city-based supplements with a unique reader base of youngsters and women. The design, layout and even the typography has been changed to reflect its content, giving it a refreshing character and enriching it in terms TG reading needs.

• For the main edition, the way a reader needs and now interacts (reads) the local news has changed, hence city reporting has been given a new dimension, giving it a fresh approach on content, which shall enhance the quality of reporting in this section. The result: better reader comfort and stronger connect.
 

Tags Dainik Bhaskar

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity