‘Business Standard’ strikes alliance with Gujarati eveninger ‘Desh Pardes Ni Aajkaal’

With this marketing alliance, ‘Business Standard’ hopes to consolidate its circulation in some areas of Gujarat

‘Business Standard’ has entered into an alliance with ‘Desh Pardes Ni Aajkaal’, a Gujarati eveninger. This marketing alliance, according to ‘Business Standard’, will foster the distribution of the business daily in parts of Gujarat such as the Saurashtra and Kutch regions. 

‘Aajkaal’ is owned by the Dhanraj Group of Rajkot. It has a strong distribution network in Gujarat, which ‘Business Standard’ hopes to leverage to increase its circulation. ‘Aajkaal’ is printed from six places in Gujarat, Rajkot, Jamnagar, Bhavnagar, Porbander, Ahmedabad and Bhuj. It commands a circulation of 1.5 lakhs.

The alliance will include an advertising combination of ‘Business Standard’ with ‘Aajkaal’, initially for statutory notices and results. This will be extended to other categories such as combo advertising offers at a later stage.  

The basic aim of ‘Business Standard’ is to increase its availability to the people of the region. Currently, the circulation of the business daily in Ahmedabad stands at 9,591 copies, according to the ABC figures for July-December 2006. It increased its circulation there by 15.2 per cent over the last six months to 8,133 copies (January-June 2006).

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