afaqs!

Sunday NaiDunia to be launched from 10 cities

By Dhaleta Surender Kumar , afaqs!, New Delhi | In Media Publishing | January 15, 2009
The launch spree will begin on January 18 and the various cities will be covered in phases

The & #BANNER1 & # Indore based Hindi daily, NaiDunia, is coming out with a weekly, called Sunday NaiDunia, from 10 state capitals. The cities are Lucknow, Patna, Dehradun, Mumbai, Chandigarh, Jaipur, Ranchi, Kolkata, Bhopal and Raipur. NaiDunia already has daily editions in Bhopal and Raipur.

According to Vineet Sethia, director, NaiDunia, the launch spree will start on January 18 and the various cities will be covered in phases.

The launch is part of the company's strategy to go national. It launched the New Delhi edition of NaiDunia in October 2008.

Sunday NaiDunia, according to Sethia, "is a separate product altogether". He adds, "Even in Bhopal and Raipur, where we have daily editions, Sunday NaiDunia will be a separate product."

In New Delhi, however, Sunday NaiDunia is already part of the daily edition.

The print run of the weekly will vary between 35,000 and 50,000 copies, depending on the city. Sethia declined to reveal the cover price.

According to him, the weekly is targeted at "discerning urban readers in the SEC A1, A2, B1 and B2 categories".

The weekly will consist of an all-colour, 16-page broadsheet and a 48-page, A4-sized magazine. While the broadsheet will cover regional news pertaining to the city and the region of each edition, the magazine will have a national flavour.

"The content will be analytical in nature and review the week gone by. As for the magazine, it will have features on NRI issues, travelogues, short stories, poems, art and culture, lifestyle and entertainment," says Sethia.

Vishnu Nagar, who's been with NaiDunia for quite some time now, will be the executive editor of the weekly. Alok Mehta, who also heads NaiDunia's Delhi edition, will be its chief editor.

"We've tied up with many freelancers and celebrities to write for the magazine," says Sethia.

The magazine's tagline is, 'Ab Kahiye Good Sunday'. "The weekly is all about the feel-good factor, hence the tagline," says Sethia.

Sunday NaiDunia will be promoted through local cable TV channels and radio stations. "We've also taken up many outdoor spots," he says.