The Telegraph, the English daily published by the Ananda Bazar Patrika (ABP) Group, has launched its Patna edition exactly a month after the launch of its Orissa edition. With this, the newspaper extends its footprint to every state in East India. The Patna edition of The Telegraph will be priced at Rs 5 on Sundays and Rs 4 on all other days.
"Both the markets (Orissa and Bihar) are coming up in a big way and we feel the timing is good to enter from the point of view of marketing and circulation. The markets are growing at a very fast rate - there is double digit growth in CAGR - and because of the development, the population of English speaking audience is growing," says Dhruba Mukherjee, associate vice-president, The Telegraph, in a conversation with afaqs!.
The Patna edition currently has 80 per cent of content and 20 per cent of ads. However, the company aims to change the content to ad ratio to 60:40.
"We are completely redoing the paper for Bihar. Of the 16 pages in the main newspaper, four pages are totally dedicated to Patna, along with the editorial focus on the local issues."
The main newspaper will have 16 pages, which will be accompanied by an eight page entertainment and lifestyle supplement called t2. Tuesday's supplement is a four pager called Jobs, while Wednesdays will have an eight page tabloid for children, called Telekids. On Thursdays, the paper will have a four page broadsheet called CareerGraph and the Sunday editions will have a 32 page colour magazine, Graphiti.
To announce the launch, the company is carrying out a 360 degree marketing campaign which includes print ads in local dailies such as Jagran, TVCs on local channels such as ETV and Maurya, supported by the out of home campaigns.
The newspaper hit the stands on July 28 and will not be available on subscription basis for now.