Mumbai gets a youth-focused newspaper

By , agencyfaqs!, Mumbai | In Media Publishing | August 14, 2007
As its name suggests, the newspaper is going to cater to young readers and publish their views

'Yuva', a tabloid & #BANNER1 & # catering to youth, was launched in Mumbai on August 13. The newspaper has been introduced in the market by e-sense Entertainment.

'Yuva' is a tri-weekly tabloid coming out on every Monday, Wednesday and Friday. The newspaper will focus on the age group of 18-32 years. The tabloid is priced at Re1 and will have 16 colour pages to begin with.

Rajeev Pai, editor, 'Yuva', says, "After extensive surveys carried out by the Chetana Institute of Management and Research and us, we discovered that there is not a single newspaper catering to the youth entirely. We found potential in this and thus came up with 'Yuva'. Though there are pages dedicated to the youth here and there in the dailies, there is no consistency and no seriousness. You will find many pages just dedicated to fashion, movies and music. We found that there are many issues that bother the youth and 'Yuva' will address them."

Amit Gupta, head of marketing, 'Yuva', comments on the launch, "We are and will be present in locations frequented by the youth. Our strategy is to get as many youngsters introduced to this tabloid." The promotional strategy includes print, OOH, radio and online media.

The initial print run is approximately 30,000 copies. 'Yuva' will be circulated through the city's newsstands and railway stations that have a high concentration of corporate houses and colleges. Plans to expand to the rest of Maharashtra are on the cards, but only after a solid grounding for the tabloid in the commercial capital.

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