‘Raj Express’ growing in Madhya Pradesh

Daily newspaper ‘Raj Express’ made its entry in the Madhya Pradesh market on March 1, 2005, in Bhopal. Now, after covering the 29 districts in Bhopal and 12 districts in Indore, the group launched its Indore edition on May 28, 2006.

It may be noted that the daily first made an entry in the districts of Indore before launching in the main publishing centre. Arun Sahlot, CMD, ‘Raj Express’, explains, “Unlike the conventional newspapers, which enter the local areas after establishing themselves in the main publishing centre, our strategy was to go the other way around. We can claim to have introduced a new media strategy. From May 4 to May 15, 2006, we launched 12 upcountry editions before going to Indore.”

Sahlot lays out the group’s expansion plans: “We will go wherever ‘Dainik Bhaskar’ is present in the market. We have taken it as a challenge and it is our aim to be number one in the Madhya Pradesh market in the next one year.”

So, what are the markets that ‘Raj Express’ is planning to explore? Sahlot answers, “We will launch in Jabalpur and Gwalior by December 2006 and in Raipur, Bilaspur, Chattisgarh and Jaipur by June 2007.” The team, according to Sahlot, is being strengthened in the future markets.

Sahlot claims that 'Raj Express' currently has a circulation figure of 2,75,359 copies in Indore and that the total circulation figure in both Indore and Bhopal market stands at 4,60,000 copies per day. He says, "Our newspaper has proved itself to be an an uncrowned king in terms of being the largest selling daily in Bhopal.”

Has the group capitalised on the situation by increasing its ad rates? Ravindra Pancholi, V-P, marketing, says, “We have increased the ad rates by 30-40 per cent from June 1 and none of our advertisers have expressed their apprehensions about this. They are happy with our reach and our product.” The group is aiming at the young generation, which, according to Pancholi, is not being targeted by other local newspapers.

‘Raj Express’ has also launched a promotional scheme in Indore. Pancholi explains, “We are one of the biggest cable operators in Indore. So, we have combined our two biggest assets. We are offering our subscribers a cable connection for a mere Rs 100.”

© 2006 agencyfaqs!