I-next, the & #BANNER1 & # compact daily of Jagran Prakashan, launched its Allahabad edition on December 27. I-next already has editions in the cities of Kanpur, Lucknow, Meerut, Agra and Varanasi, all in the state of Uttar Pradesh.
Since September 2007, Jagran Prakashan has launched four editions of I-next, including the Allahabad edition. I-next started publishing from the beginning of the year from Kanpur and Lucknow. Later came the Meerut, Agra and Varanasi editions and now the one in Allahabad.
Sanjay Gupta, chief executive officer and chief editor, Jagran Group, says that the launch of the Allahabad edition was decided after receiving an encouraging response from readers in Kanpur, Lucknow, Meerut, Agra and Varanasi.
I-next claims its citywise circulation figures are: Kanpur - 75,241; Lucknow - 63,342; Meerut - 36,270; Varanasi - 42,643; and Agra - 26,233.
I-next will be doing free sampling of the newspaper for first three days in the Allahabad city. The print run for these days will be 80,000 copies per day. After the initial three days, the everyday sales print run for I-next is estimated to be 50,000 copies. The paper, which will have 24 pages on an average, is being offered at an invitation price of Re 1. The content will typically include current trends, city specific news, travel, lifestyle, fashion and food and health.
Shailesh Gupta, director, Jagran Prakashan, adds that the core target audience for I-next is young people in the age group of 18-40 years. This group is an upwardly mobile segment of readers who are youthful in their approach towards life and ready to experiment with offerings such as news, lifestyle, trends, fashion, housing and food. I-next is also providing an opportunity to marketers who have not been able to tap the audiences in the potential metros of Uttar Pradesh such as Kanpur, Lucknow, Meerut, Agra and Allahabad.
I-next promoted itself in Allahabad through a 360 degree campaign. It began with a teaser campaign two weeks back. Some of the lines in the campaign were: 'Allahabad taiyaar hai ek nayi parampara ke liye', 'Allahabad taiyaar hai zindagi main nayi raftaar ke liye' and 'Allahabad taiyaar hai saari duniya ko apne main samaane ke liye'. Later, the I-next brand was revealed with its brand positioning. The current position line for the daily is 'Hum hain naye, andaaz kyon ho purana'. Apart from outdoor advertising, I-next is being advertised through the print medium, road shows and cable scrollers on TV.