Patrika expands in Chhattisgarh with Bilaspur edition

After almost a year since its entry in Chhattisgarh with its Raipur and Bhilai editions, Patrika launched its Bilaspur edition last week – its third edition in the state. With total 20 pages, including four-paged daily supplements, the newspaper is priced at Rs 1.50 on week days and Rs 2.50 on weekends.

Speaking on the launch of the newspaper, Bhuvnesh Jain, Deputy Editor, Patrika Group, said, “The product that we offer to our readers is a wholesome package of national and international issues with an apt mix of local issues and campaign for them intensely, always endeavouring to take the issues to their logical conclusion. The city supplement highlights and expounds the contemporary culture and lifestyle of the city and is targeted towards the youth. We promise to live up to the expectations of our readers in Bilaspur as well and their eager anticipation for Patrika encourages our spirit furthermore.”

For the launch in Bilaspur, Patrika carried extensive pre-launch campaigns in order to give its brand the mandatory momentum. A team of 50 surveyors went round the city and conducted surveys for four months.

Interestingly, Patrika’s Bilaspur launch has come at a time when the IRS 2011 Q1 data is reflecting a decline for topline Hindi dailies in Chhattisgarh. As per the latest IRS results, top five Hindi dailies in the state, including Dainik Bhaskar, Hari Bhoomi, Nav Bharat, Nai Dunia and Dainik Jagran, have witnessed decline in their average issue readership (AIR) numbers compared to the corresponding period last year. However, AIR of ‘Any Hindi’ daily has seen a rise as AIR at 23.21 lakh.

For advertising in the state, as per the details issued by the group, Patrika is keenly targeting segments like Lifestyle and Real Estate.

The content of Patrika Bilaspur edition includes the daily supplement ‘Just Bilaspur’, weekly supplements ‘Parivaar’ (on Wednesday), ‘Me Next’ (on Saturday) and ‘Hum Tum’ (on Sunday). The feature page will carry content on Health, Bollywood, special column in ‘Pahat’ (the local language of Chhattisgarh, which means dawn). Apart from this, the Sunday editions will a thought provoking column on the front page.

It may be recalled that Patrika had entered Chhattisgarh on September 19, 2010 with the launch of its Raipur edition. Within a week of that, it launched its Bhilai edition. Patrika claims that its circulation has reached 84,414 copies in Raipur and 63,261 copies in Bhilai and Durg, as per the print orders.

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