Hindi daily Hindustan and Dainik Jagran have reduced the cover price for their Bhagalpur (Bihar) editions. The newspapers, which were available at Rs 4, are now available at Rs 2. The Bhagalpur (and neighbouring districts) newspaper market, which is estimated at approximately Rs 10-12 crore, recently got a new entrant – Prabhat Khabar. This strategic move from Hindustan and Dainik Jagran is being seen in the backdrop of the low cover price of Prabhat Khabar.
There was, however, no official comment available on this development from either Hindustan or Dainik Jagran. Meanwhile, KK Goenka, MD, Prabhat Khabar, said, “While this development in the market shows the impact of Prabhat Khabar, it also indicates the acceptability of our product.”
It may be recalled that Prabhat Khabar had launched its Bhagalpur edition, priced at Rs 2, on February 10, 2011. Prior to this launch, Bhagalpur was getting the newspaper from Patna and the edition was priced at Rs 3. At that time, both Hindustan and Dainik Jagran were priced at Rs 4 each.
At present, there are three major newspapers in the Bhagalpur market – Hindustan, Dainik Jagran and Prabhat Khabar. According to the census of 2001, Bhagalpur’s literacy rate stands at 49.50 per cent. While the male literacy rate in Bhagalpur is 59.2 per cent, female literacy was registered at 38.1 per cent.
Prabhat Khabar rolls out Bhagalpur edition
The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers
The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more
Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more
Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker Indiaâ€™s performance and a lot more
On his recent visit to India, Richard Glasson spoke about the critical elements that define modern marketing communication and the companyâ€™s vision for the Indian market
It's apparent that Maggi is changing the way it speaks to its customers especially with the recent ad to make kitchen space gender-neutral
The new TVC portrays repressive gender roles and tells us that there is no place for gender-based power games