afaqs!

Dainik Bhaskar promotes online properties

By Devesh Gupta , afaqs!, New Delhi | In Digital | November 06, 2013
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The news publication is running an ad campaign to convey that it is the first one to break news online.

Dainik Bhaskar is running a campaign titled 'Breaking news ad' across its print and online arms to convey that it brings breaking news fastest for its online readers.

Dainik Bhaskar campaign

Dainik Bhaskar campaign

Dainik Bhaskar campaign

The ads created in-house sport two images. While one is a snapshot of a current event along with the time it took place, the other is a snapshot of Dainik Bhaskar's first story on it, along with its publication time. In all the ads, the publication has indicated an average gap of five minutes in reporting the incident. Some of the incidents shown in the ads are BodhGaya blast, LOC firing, murder in Bihar, Asaram Bapu sent to judicial custody and others.

Speaking about the campaign, Kaustuv Chatterji, head, marcom and brands, Dainik Bhaskar Group, says, "During a survey DB Corp realised that a lot of people weren't aware that we have a completely separate team (editorial) for the website and do real-time coverage of the events. In fact, we do the fastest update of any news event. This campaign aims to inform people about the fastest and real-time update. It was required so that they should know that we don't carry print news, but have a separate team only for the digital properties."
He adds that the news comes within minutes to the readers, making it the fastest most of the times.

The campaign aims to promote all four online properties of the group - Dainikbhaskar.com, Divyabhaskar.com, Dailybhaskar.com and Divyamarathi.com.

The advertisements are being carried across the four portals, editions of Dainik Bhaskar and Divya Marathi and My FM. The campaign began in September and will run for a few months.

Online is a separate company within the Bhaskar group (IMCL). It is an independent unit, with its own editorial, sales, marketing and technology team, including HR and finance. It does leverage the larger Bhaskar Group's strength whenever needed for local and hyper local reporting, presenting a good example of print and online synergies.

According to the group, in the month of October, there were nearly 10 million unique visitors and more than 380 million page views. Also going by the comScore data, readers spent 157 million minutes monthly, and 87,000 hours daily on the sites in October. DB Corp claims that on each visit, a user spends about 14 minutes on its site.

DB Corp has presences in media, entertainment, printing, textiles, FMCG, oils, solvents and internet services. On the print publications platform, it is present across Madhya Pradesh, Chhattisgarh, Rajasthan, Chandigarh, Haryana, New Delhi, Punjab, Gujarat and Maharashtra.

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