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People’s Samachar also has an English magazine called ‘People’s Post’ which is published from Delhi and distributed all over India.

The Samachar has a unique seven color scheme for seven days to bring colors to the life of their readers and each color will have positive effects in their daily schedule and to bring a new look every day.

Adgully had the exclusive conversation with Captain Ruchi Vijaywargia, chief executive officer (CEO), on People’s Samachar and journey so far.

Adgully (AG) – What is the circulation and readership of each edition?

Ruchi Vijaywargia (RV) – It is quite respectable & encouraging for a new comer and if not more than competitors, it’s at par…

AG – Who are your strongest competitors and why do you feel so?

RV – We do not consider any body as our competitor. We had categorically stated at our launch in Bhopal, that we are not here to compete but to contribute. We believe there is enough space for many players in this industry.

AG – What is the total advertising market (in terms of sq cms and rupee value) among broadsheet dailies in each city you are present in?

RV – There is huge market which is untapped and we strongly believe that our product will attract those prospective advertisers to show case their brand and product.

AG- Which cities circulation of daily is the highest, and why other regions have low circulation, any specific reason?

RV – We have quite encouraging circulation in all the 4 towns and moreover circulation numbers depends on the population and households. We could anticipate huge market to be tapped.

AG – The Samachar has a unique seven color scheme for seven days, why did you have this concept and did it turn out to be beneficial. If yes, how?

RV – Our objective was to bring colors to the life of our readers and each color will have positive effects in their daily schedule and to bring a new look every day. This started a competition and we saw many others following into our footsteps by coloring their pages. Seven days seven colours definitely gave us an edge but ultimately it is the content, layout & presentation that have been the winning stroke.

AG – ‘Editor of the day’ – a programme which is a part of People’s Samachar, has it been helpful? If yes, how and how many entries you receive for this programme per day?

RV – We have received humongous response and more that 20 top schools of the city have already participated. And the schools are ready with their team two to start all over again. This program has generated tremendous enthusiasm among the academic circle and was widely appreciated by all. Some leading names of print are following us and started the same thing in their papers, and we are proud of that.

AG – Advertisements play a pivot role in getting good revenues, how helpful it has been so far, and according to you how important it is?

RV – Undoubtedly advertisement plays a crucial role in driving the revenues. We don’t want to turn our medium into an advertisement delight. There has to be a balance between content and advertisement. I believe in effective cost management.
I read a very interesting analogy and would like to repeat it here. Think of revenue as an 18-wheeler truck on a highway. It’s like a large truck. Then there is another truck right behind it, another 18-wheeler called expenses. Sandwiched between the two 18-wheelers — revenue and expenses — is a little Volkswagen called profit. If the revenue truck slows down and the expenses truck doesn’t, the Volkswagen gets crushed. If the expenses truck speeds up and the revenue truck doesn’t, the Volkswagen gets crushed. We love our Volkswagen. Neither do we want to get it crushed nor do we want to convert it from a little car into a big truck.

Don’t go anywhere Adgully will be back on January 25 2010 with the second phase of interview with Captain Ruchi Vijaywargia, chief executive officer (CEO), on People’s Samachar and their futures plans.