Hindustan and Dainik Jagran slash price, attempt to entice Bhagalpur readers

Bihar serves as the current battleground for dailies. In an attempt to woo the readers and to capture the market in Bihar there has been a lot of ink-shed amongst the dailies. Slashing of prices is just the cavalry, the war charges on with promotions, offers and advertising. Major players in the publication industry include Hindustan, Dainik Jagran, and Aj to name a few.

Joining the war, Prabhat Khabar was launched in Bhagalpur merely ten days ago, thus amplifying its presence in Bihar. It has been reported that Prabhat Khabar circulated 30,000 copies in city on the day of its launch thus giving its competitors a run for their money.

Creating angst within the market by Adding further pressure on their competition Prabhat Khabar sells at a cover price of Rs. 2/- in this city while the prices remain at Rs. 4/- for other cities.

Today, Hindustan and Dainik Jagran who have had a strong hold in the area have dropped their cover price from Rs. 4/- to Rs. 2/-. However this slash in cover price is restricted only to Bhagalpur. Our sources from the industry confirm this report. Although, Attempts were made to contact the respective newspapers no response was obtained from them.

What expectations will this heated competition unravel within this market? Only time will tell. | By Vanessa Azavedo [vanessa(at)adgully.com]

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