‘Young Bhaskar’ launched for children

‘Dainik Bhaskar’ has launched ‘Young Bhaskar’, a fortnightly magazine for children

The Bhaskar Group has launched its fortnightly children’s magazine, ‘Young Bhaskar’, in English. This launch follows that of ‘Bal Bhaskar’, a Hindi magazine for kids, a month ago.

‘Young Bhaskar’ is aimed at children aged 8-14 years. The magazine is set to cover current issues, stories, contests, jokes and so on in an infotainment format. The magazine has 40 pages and is priced at Rs 3. The initial print run for the magazine was approximately 1.5 lakh copies across all the ‘Bhaskar’ markets.

The launch was followed by an exhaustive marketing strategy, which included print, radio (on My FM 94.3 Dil Se) and SMS campaigns. In a survey conducted by the Bhaskar Group, school-children were asked if they would be interested in reading ‘Young Bhaskar’, and were asked to reply by SMS.

Sanjeev Kotnala, V-P, Bhaskar Group, comments on the launch of the magazine, “After the launch of ‘Bal Bhaskar’, we found a market for an English magazine for children as well. This magazine is aimed at English medium schools and at the SEC A and SEC B categories.” Kotnala adds that the magazine will be introduced in Hindi medium schools as well. He thinks that the Bhaskar Group will not have to do much by way of advertising as children themselves will spread the word about the new magazine.