Hindustan launches Hindustan Yuva from Patna

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | May 25, 2012
The new product will cater to youngsters in the age group of 16-21 years in the city.

Hindustan Media Ventures Ltd (HMVL) launched a newspaper targeted at the youth from Patna yesterday (May 24), titled Hindustan Yuva. The new offering has been launched from the state capital only as of now.

HMVL, the publishers of Hindustan newspaper, had come up with a supplement by the same name a while ago. It was a four-page daily supplement distributed along with the Patna edition and carried a mix of education, youth and glamour-related news. However, the supplement was later merged with the main daily. The content mix of the new Hindustan Yuva will also remain the same.

The 12-page new offering has been launched with a cover price of Re 1 in Patna and is targeted at the school and college going youngsters.

The daily newspaper will carry a mix of local news, with a special emphasis on the how the news is worded; there will be no usage of 'big and heavy' Hindi words. Anshul Ajit, senior brand manager, Bihar and Jharkhand, HMVL says that the daily will use colloquial Hindi.

Hindustan came up with the new offering after a research which revealed that the target group (aged 16-21 years) is not so much into reading newspapers. The broadsheet will have sections like 'Two minute news' on each page, which will carry news snippets of the day, content from Jaano English (HMVL's supplement carried out in association with BBC Hindi), and news related to career choices, campus, city, national and international news.

The paper will also have a Just Relax section, which will be a mix of pictures, tweets from celebrities, TV listing, Sudoku and others. On a cyclical basis, there will be pages dedicated to automobiles, technology, social networking and entertainment. There will be special sections that will have interesting tweets along with news on social networking and gadget reviews. Also, there will be vibrant pictures and special navigation panels in the daily.

The launch in Patna is supported by print, radio spots and outdoor innovations to establish connect with the youth.

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