The West Bengal-based English newspaper, The Telegraph, in order to strengthen its connect with the youth, has launched a new supplement called The Telegraph 'You..your campus buddy'. Launched last week, You is being positioned as a cool pullout for the college going students.
Talking about the new offering, the company official says, "You talks the language of the college student and highlights various aspects in a college student's life. It also features instances which they face on a day to day basis. The Telegraph You thus becomes their campus buddy who will guide them through their college life."
The official further adds, "Across researches, it came out that students get access to career information through various media and sources, and one tends to act more on information/suggestion received from within their peer group or from someone whom they can relate well to. 'You' will cater to this."
The inaugural issue of the weekly supplement had eight pages; however, from the next issue onwards, it will be a 4-page broadsheet supplement given out free with the Telegraph every alternate Thursday.
To announce the launch of the new supplement, a marketing campaign has been initiated across the city of Kolkata. It began with a teaser campaign in print and outdoors, with a focus on the word "You". This was followed by the main campaign running across print, outdoors and radio, which highlights what 'You' is all about.
The newspaper has also planned on-ground activities which will engage with the students and talk about the features of the supplement.