Jagran's i-next enters Indore!
Adding yet another city to its kitty, i next is launching its 14th edition (13th being inextlive.com) in the ‘sweet’ city of Indore on 2nd September. This edition allows the leading compact daily from Jagran group, which already has big presence in four states (UP, Uttarakhand, Bihar and Jharkhand), to spread its wings across Madhya Pradesh, a key Hindi speaking territory. To the readers, i next Indore edition would reach in combo with Nai Duniya, which is already an established name in newspaper industry in MP.
Set to complement Nai Duniya, i next as a relatively new and youthful daily offers a right balance to the mix; the former being a part of Indore’s famous journalistic traditions and its socio-cultural journey for more than six decades now. The development is likely to slake the rich and diversified tastes of Indorians.
Commenting on the launch, Mahendra Mohan Gupta, CMD Jagran group held, “In the past six years, i next has moved from strength to strength. Its presence will also consolidate the already strong position of Nai Dunia.”
Recently in news for winning World Young Reader ‘Newspaper of the Year, 2012’ award at WAN-IFRA summit, i next eyes for market expansion through an aggressive integrated campaign completing the loop between the readers, advertisers and the agencies. The development is set to alter the industry equations. Revealing the strategy behind the move, Salil Tandon, VP marketing, Nai Duniya told, “Indore is an education hub and a well read city. There is a huge variety in tastes and preferences of the readers here. We would try to leverage on this by giving our readers the combined advantage of a regular newspaper and an exciting compact daily.”
He further emphasized on the relevance of a tabloid like i next in the young city like Indore. “There are a lot of well off and progressive youngsters out here which have always been a core Target Group for i next. With its unique style of presentation and storytelling, I am sure, i next would be able to win their hearts.”
Shailesh Gupta, Director, Marketing, JPL provides a perspective, “Indore is a very active market. A vibrant mix of traditional and modern attributes; be it entertainment, fashion, food, education or real estate. The infrastructure development has triggered a spate of growth in almost every industry here. From marketing point of view, Indore presents a huge retail market to benefit from.”
The launch is being actively promoted through the campaign ‘Indore is my next’, supported by outdoor, radio, digital promotions, print Ads, banners and road shows. The targeted communication is being undertaken to introduce i next to the young audience of Indore.
“As we continue to target young readers, Indore is definitely going to give us a huge demographic advantage,” Salil shares. “The youth quotient in i next is blended with an enhanced flavour of the city’s cultural heritage.”
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