Dainik Jagran, the largest read publication in India
with 2.12 crore readers, is set to launch its Jammu edition next Monday, August 1. This marks the 27th edition for the newspaper behemoth.
Sanjay Gupta, CEO, Dainik Jagran, said the Jammu edition will be the first national Hindi daily to be published from Jammu. "The Amar Ujala or Punjab Kesari editions are not national editions as these editions often lack news on the latest development owing to their printing schedules."
"We, on the other hand, will not only cater to the local flavour, but will also inform our Jammu readers about the latest news," he added. The Jammu edition of Dainik Jagran will debut with a print-run of 65,000 "based on the feed-back from prospective readers". Kashmir Times and Daily Excelsior are two leading local dailies from that region.
The Jammu edition will have six sub-editions across Jammu city, Kathua, Udhampur, Srinagar, Poonch-Rajauri, and Jammu suburbs. The main edition will be of 20 pages, in addition to the four-page Jagran City. Plus, the edition will have six supplements per week.
Dainik Jagran, from the Kanpur-based Jagran Prakashan group, has launched a major pre-launch publicity campaign in the region. Along with teaser/launch ads across newspapers, some 20,000 square feet of open space has been used for outdoors. This apart, the campaign is also running across cinema halls and as spots in the popular JK Channel of the region.
According to a study by AC Nielsen, commissioned by Dainik Jagran, there are some 30 lakhs Hindi/English newspaper readers in the J&K state. "We are obviously excited by these numbers as Hindi readers represent a major chunk of this figure," Gupta added.
Apart from the potential readership figure, J&K's average expenditure per person per month is better than the national average. That apparently is one more reason for the group's interest in launching the Jammu edition.
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