DLA to launch its third publication on June 16

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | June 05, 2009
The DLA group is all set to revive Vikassheel Bharat, which had stopped printing almost 15 years ago

After two years of its existence, the DLA Group is all set to launch its third publication, Vikassheel Bharat, a Hindi fortnightly, on June 16.

The DLA group that brings out the Hindi afternooner DLA, and morninger, DLA am, acquired the Vikassheel Bharat title last year from BB Agarwal for an undisclosed amount. Vikassheel Bharat, published from Agra erstwhile, stopped printing about 15 years ago.

The fortnightly is being targeted at semi-urban areas that have a population of one lakh in Uttar Pradesh, Himachal Pradesh, Uttarakhand, Haryana, Punjab, Bihar and Madhya Pradesh. "Even though the content will be highly agriculture oriented, it will cover mostly the business side of it. More than news, it is the views and features that will form the content of Vikassheel Bharat," says Hemant Anand, director, marketing, DLA Media.

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The 28 page all-colour tabloid will have a cover price of Rs 10. The revenues, according to Anand, will mostly come from subscriptions, even though the fortnightly aims for "advertisements directed at peasants and rural India".

Besides the state and central government notifications that have a bearing on the rural populace, there will be sections on new product launches relevant to this market.

Anand sees no competition for the fortnightly as of now. The initial print run plan for Vikassheel Bharat is 35,000 copies.

Meanwhile, DLA has a claimed circulation of 4.10 lakh copies, which include editions of Agra, Delhi, Ghaziabad, Meerut and Jhansi. DLA am, which is brought out only from Agra, has a claimed circulation of 22,000 copies.

DLA Media is a splinter group of Amar Ujala, which branched out in 2007 when it launched its (DLA's) first edition from Agra.