by the positive response that I-next, the bilingual compact daily from Jagran Prakashan, received in Kanpur, Lucknow and Meerut, the group has launched two new editions of the daily in Agra and Varanasi. The Agra edition was launched on November 26, and the Varanasi edition is to be launched today, on November 27.
Sanjay Gupta, CEO and chief editor, Jagran Group, says, "It is the overwhelming success of I-next in Kanpur, Lucknow and Meerut which encouraged us to come out with five editions within a period of one year and have a few more in the pipeline. The people of the two cities are eagerly waiting for the new daily, thanks to its 360 degree campaign titled 'Hum Hai Naye, Andaaz Kyun Ho Purana', which connects to the TG (target group) with a bang. The campaign includes outdoor, print, radio, road shows and cable scrollers on TV."
I-next is a compact sized, bilingual publication targeting readers in the age group of 18 to 35 yrs from socioeconomic classes (SEC) A and B1.
Shailesh Gupta, director, JPL, says, "I-next fits well in our scheme of things since it caters to an upwardly mobile segment of readers who are youthful in their approach towards life and are ready to experiment with the offerings, be it news, life style, fashion, housing or food."
The newspaper uses a combination of Hindi and commonly used English words, keeping in mind the spoken language of the targeted group in mini metros.
Alok Sanwal, project head, I-next, says, "I-next will entice the readers of Agra and Varanasi, too, with its refreshingly different type of news and features, compared to the daily broadsheets, and in terms of its beautiful packaging of news along with its contemporary look and feel. I-next is a news daily targeted at the 'young at heart', published by the 'young at heart' and driven by the thought, 'young at heart'."
The city centric publication is dedicated to local news and also carries content on national, international, sports, lifestyle, career and health related issues, to which the readers residing in mini metros can relate.