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Dinamalar's special edition to celebrate World Tamil Chemmozhi Conference

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | June 24, 2010
On the eve of the cultural event in Coimbatore, the Tamil daily came out with a special edition dedicated to the ongoing event

Dinamalar, the No. 3 daily in Tamil Nadu as per the latest round of IRS, came out with a special edition in Coimbatore on Day One of the World Tamil Chemmozhi Conference, which took off in the city on June 23.

The Tamil daily came out with a 116 page edition in Coimbatore, with a special 'World Tamil Chemmozhi Conference' 100 page supplement dedicated to the ongoing event, while 16 pages comprised of the main edition (news).

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The special supplement carried ads from 150 advertisers, with a content and ad ratio of 25:75. Incidentally, the daily usually maintains a content and ad ratio of 50:50.

Talking about the initiative, Lakshmipathy Adimoolam, director, Dinamalar says that the World Tamil Chemmozhi Conference is considered to be one of the biggest occasions for Tamilians. "Dinamalar always tries to bring something interesting for the readers and advertisers alike," he adds.

The daily also came out with a live four page supplement which carried important information related to the conference that day. The edition saw an increase of 35,000 copies in its circulation. The daily circulated 1.75 lakh copies on June 23 in Coimbatore, as opposed to the usual 1.40 lakh copies. Additionally, the cover price of the paper was increased from Rs 3 to Rs 5.

The Coimbatore edition, on an average, has 24 pages - 20 pages of the main edition and four pages of the supplement.

To promote the issue, the newspaper took 200 buses in the city, apart from the in house advertisement and radio spots. Dinamalar also plans to carry four to eight special supplements dedicated to this five day event.

The Internet division of the newspaper, Dinamalar.com, has put up a stall at Tamil Internet Exhibition, where people can walk-in and check the latest updates of the event. Also, Dinamalar.com has launched a sub domain for this event, www.tamil.dinamalar.com, which will provide news and articles from Tamil scholars, videos and pictures. This domain will give information related to the development of the Tamil language in future.

Dinamalar has regular supplements titled Varamalar (family) on Sundays; Kalvimalar (education) on Mondays; and Nanayamalar (business and mobile) on Tuesdays.