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The pink vernacular battle: Business Standard launches Gujarati edition

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The pink vernacular battle: Business Standard launches Gujarati edition

The pink papers appear to be in a race for the vernacular market. A little more than a week ago, on February 16, 2008, Business Standard launched its Hindi edition, and within three days, on February 19, The Economic Times followed suit with its Hindi edition.

Ten days later, Business Standard has announced the launch of its Gujarati edition. Going under the eponymous Business Standard name, the paper will be published from Mumbai and also printed in Ahmedabad. Launched on February 26, 2008, the business daily will carry a cover price of Rs 1.50.

Interestingly, BS has followed The Economic Times into the Gujarati readership market exactly after a year. ET Gujarati was launched in February 2007 in Ahmedabad, and in Mumbai in late 2007.

In a span of 10 days Business Standard in Hindi has been launched in five cities – Delhi, Mumbai, Lucknow, Chandigarh and Bhopal – and the company claims a print run of over 100,000 copies.

Business Standard in Gujarati will target small and medium-sized entrepreneurs, traders and small investors, among others. Keeping this focus, the paper is designed around meeting this need by adding locally relevant content. Six days a week, Business Standard will help the Gujarati reader anticipate trends in stocks, commodity and money markets, make sense of the latest economic policies and happenings from the corporate world, give sound advice on personal finance and real estate, and inform about the latest developments from the world of gizmos and gadgets.

Business Standard’s panel of columnists, which includes some of the country’s top thinkers, will demystify the latest happenings for the reader.

Said T N Ninan, Editor, Business Standard, “Gujaratis around the world have a reputation for being successful businessmen. We are delighted to have the opportunity to now serve Gujarati readers with the best business news and analyses.”

Also read:

Business Standard Hindi strengthens presence in North India with Chandigarh edition

After Delhi and Mumbai, Business Standard Hindi now comes to Lucknow

Business Standard to launch in Hindi in Delhi, Mumbai from Feb 16; price Rs 2


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