Bhaskar, the largest circulated Gujarati daily from the Bhaskar Group, has launched a daily edition in Mehsana city. This is Divya Bhaskar's ninth edition in Gujarat.
Talking to afaqs! about this development, Ashwini Agarwal, chief operating officer, Divya Bhaskar Gujarat, says, "Mehsana has played an integral part in Gujarat's emergence as a key economic centre and has helped put Gujarat on the fast track to development. We are happy that a city as happening and critical as Mehsana gets its own voice through its own news daily. Divya Bhaskar will be the platform for providing readers with the information that truly interests them, concerning their daily lives and their city."
Agarwal points out that a city edition helps in offering more and better coverage of local news. Moreover, having a publishing facility in the city facilitates faster and timely newspaper delivery. A local edition serves as a better medium to fulfil the specific expectations of both readers and advertisers. More than anything else, it contributes to increased circulation and readership figures for the newspaper.
Currently, the subscription model is being used to attract readers to the daily. On the editorial front, the daily promises to be a blend of city news on varied topics such as local developments, tourism, politics, economy and sports.
Agarwal agrees that some duplication of news, in terms of national, international or, say, sports news will be there for both the city edition and the main newspaper. However, cultural differences and the distinct local identity of the city will be reflected in the kind of news covered. The Mehsana edition will capture all the important happenings taking place in and around the city and will be a complete source of news and information.
Agarwal points out that becoming the first daily to launch its edition in Mehsana, Divya Bhaskar has clearly demonstrated its proactive attitude in the industry, backed by an indepth understanding of the market, displaying both courage and foresight.
Besides Divya Bhaskar, Dainik Bhaskar Corp. also publishes other titles such as Dainik Bhaskar, Business Bhaskar, DNA, DB Star, Saurashtra Samachar and Prabhat Kiran. Through these titles, it covers eight states and one Union territory.