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Naidunia launches NavDunia Fast in Bhopal

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | August 19, 2011
The eight-page Berliner format daily is a standalone issue and bears a cover price of Re 1.

Naidunia Publications has launched a Berliner format newspaper, titled NavDunia Fast, in Bhopal on August 17.

This eight-page newspaper has been launched with an initial print run of 20,000 copies in the city. The standalone issue will bear a cover price of Re 1 and its content mix will include crisp and compact information for casual readers, with a focus on crime, Bollywood gossip, market watch, sports and national and international reportage.

Debu Mishra, president, sales and marketing, Naidunia Publications, says, "The objective is to bring the casual as well as non-readers into the fold of NavDunia, so that they develop a habit of buying and reading a newspaper. That's the reason why the cover price of the new title has been kept at Re 1, which is affordable for all."

He adds that as of now, NavDunia Fast has been launched only from Bhopal. Depending on the response it receives, the group will move to other cities such as Indore, Jabalpur, Gwalior and Raipur as well.

This is the second Berliner format newspaper launched by the group in the recent times. In December 2010, the group had introduced Naidunia Disha - a six day newspaper for school children of Indore.

As far the content sharing between NavDunia and NavDunia Fast is concerned, though there will be a slight overlap, owing to the profile and basic nature of the target audience of NavDunia Fast, the content of the new offering will be completely different to cater to a specific segment of populace.

This all-colour edition will follow a distribution strategy similar to its other publications, through the hawker network.

The group decided to keep the price of the product low as the segment it is targetting is price-sensitive and will be "happy" to get a publication at an affordable rate.

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