Top Story


Home >> Media – Print >> Article

India Today Hindi launches MP edition

Font Size   16
India Today Hindi launches MP edition

After the successful launch of the UP edition six months back, India Today Hindi, has recently launched another edition covering the entire MP and Chattisgarh market.

"Enthused by the success of the Uttar Pradesh edition that was launched six months back, we decided to look at the next big market, which is Madhya Pradesh," said Ashish Bagga, Executive Director, India Today Group.

The group is looking at a circulation of 50,000 to begin with for the MP edition. "For UP edition we started with 65,000 and have reached 82,000 in just a span of six months. The national circulation for India Today Hindi stands more than 300, 000," added Bagga.

"As markets become more self contained, it is important for us to address each market specifically and not just have an omnibus edition. With national perspective, we also create local offering to give a flavour of both. And for local edition we also attract local advertising and local rates. That's what happened in UP and we hope to replicate it in the MP edition," said Bagga.

As a marketing strategy and to mark the launch of UP edition, a show was aired on Hindi news channel-Aaj Tak, called 'Khati Meethi Mulakatien' anchored by Prabhu Chawla. Something similar is in store for the MP edition.

On being asked if there were other markets being looked at, Bagga said, "We are planning to tap other markets like Rajasthan and Bihar among others. We would go more micro in terms of fulfilling local needs both for readers and advertisers. It is important for us to be national and at the same time not miss out on the local opportunity."

Meanwhile Outlook Hindi, another key player in the Hindi magazine segment, does not vouch for localisation. Said R Rajmohan, VP Advertising, Outlook, "Newspapers are catering to the local needs of the readers. So, to what extent will people accept a local news magazine remains to be seen."

"We have a national circulation of one lakh for Outlook Hindi. We are not looking at local markets but to strengthen our national offering," he added.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular