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NaiDunia launches a youth supplement, Yuva, in Indore

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | August 07, 2009
The four-page broadsheet has been launched with NaiDunia's flagship edition in Indore, and is targeted at youth in the age group of 15-25 years

The Madhya Pradesh and Chattisgarh based media house, NaiDunia Media has added a new supplement, Yuva, to its flagship edition, NaiDunia in Indore.

The four-page broadsheet is targeted at youth in the age group of 15-25 years and is distributed along with the main newspaper on Saturdays. The addition of the broadsheet means that NaiDunia's Saturday edition now has 28 pages.

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Speaking to afaqs! about the new offering, Jaideep Karnik, resident editor, NaiDunia, says, "The youth-centric product aims to develop readership in the age group of 15-25 years. The new supplement sidesteps superficial content and is thus packaged differently to connect with the targeted audience."

According to Karnik, at present, there would be various in-house publications or newsletters talking about issues concerning youngsters, or reporting on events at various colleges; but there is no single access point where youngsters can get all the information they want. Yuva, he says, is going to change that.

The supplement will serve as a bridge between youth across the city, as it draws contributors from various colleges to raise and report issues concerning youngsters. The weekly publication will have detailed information related to campus buzz, including various events, milestones and admission and campus placement related information.

It will also have an in-depth feature in the form of a key story on hot topics, such as Friendship Specials, which are of interest to the youth. It has columns, such as youth icon, where star performers, such as Indian cricketer Mahendra Singh Dhoni, get featured. Then there is a write-up on other celebrities that are a craze with the young generation, for instance, Shakira or Britney Spears.

There are expected regular features such as an SMS poll, as well as a column devoted to products targeting the youth, where a new advertisement gets selected and is discussed threadbare.

While the new supplement has been launched with NaiDunia's flagship Indore edition, the idea is to test the market response to the new product in the demographically diverse city. Subsequently, based on the response, it may get launched in other urban centres where NaiDunia is in circulation.

Throwing further light on the product, Vinay Chhajlani, chief executive officer, NaiDunia Media, says, "It's a youth-centric product with a balanced mix of information and glamour. Be it creative inputs in terms of content, artwork or presentation, the supplement provides the youth with interesting analysis and goes beyond covering films, gadgets and games alone."

Chhajlani shares that the insight that has gone into putting together the supplement is the fact that today's youth believes in competitiveness, and thus, he or she is not content with frivolous or superficial content.

Rather, the youth wants reading material that would keep them up-to-date and engaged.

The supplement saw a print run of 1 lakh copies. Chhajlani asserts that the new offering is a targeted product and it offers higher value to advertisers than a regular supplement. He admits that as far as supplements are concerned, particularly in the vernacular press, there is a perception that they are less marketable.

However, in the same breath, he asserts that they have got good response from advertisers for the first two issues of Yuva and sponsors are already on-board for two of the regular columns.

As part of the launch campaign, NaiDunia put up 25 hoardings across the city, announcing the roll out of the new supplement. Beginning July 25, it has also been airing ad spots on Radio Mirchi in Indore. To search for potential writers and contributors, it has put up its branding in various colleges of the city and is encouraging people to become a part of Yuva.

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