'The Telegraph' enters Patna, strengthens it's foot hold in the east

After making its successful mark with the Orissa edition, The Telegraph on Wednesday launched Patna edition.

The Orissa edition on June 28 earlier this year and with the Patna edition, they have reached out to the entire east India. Telegraph, which was already prevalent in North East and Jharkhad has soon risen in stature as No.1 English paper.

The Telegraph has been known over the years to come up with excellent content and is known for its smart packaging for its readers.

And advertisers too are licking their lips with the prospect of entering such a big market. Orissa and Bihar has been growing at a double digit CAGR in both circulation and advertising.

The Patna edition is priced at Rs 4 on weekdays and Rs 5 on Sunday. The paper is focussed on giving customised edition. T2 will be the weekdays supplements on entertainment & lifestyle, additionally there will be special supplements on career and on Sundays readers can enjoy Graffiti.

Dhruba Mukherjee, Associate Vice President, The Telegraph feels with the Patna edition they have covered the entire north-east section. "The Telegraph has been No. 1 newspaper for quite some time in the East. However Orissa and Bihar were not in the scheme of things earlier. However last month we launched the Orissa edition and now we are launching the Patna edition. This completes Telegraph's footprints all over the East," says Mukherjee while talking to Adgully.

"We have launched a completely standalone edition, customized for Bihar market. Along with the main edition, we are also giving out supplements and magazines on each day of the week," he adds.

Taking a 360 degree approach ' online, print, TV and outdoor, the Telegraph targets a 25 per cent share of circulation and advertising. They will be aggressively promoting the sales targeting the trade to generate customer trials.

According to Janardan Pandey, Business Director, Mudra Radar, who thinks Bihar has a potential to grow big. "Bihar has as huge potential since literacy rate is on the high. The newer generation is much more conversant with English as a language than the earlier generation. Also the mind set of younger generation is very competitive and people have huge bent towards appearing for competitive exams hence consumption of newspaper reading is high," he says.

"Bihar is fast growing towards a P1 market hence in the future also there is immense scope of them in circulation and advertising.

"Telegraph is a dominant player of the East, with a well-defined strategy. Therefore it will work both in short-term and long-term basis.

"It's a market, which has a potential to give sound dividends," he adds.

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing