Sunday, June 07, 2009

Will Jagran's national edition catch readers' fancy?


Dainik Jagran is almost ready to launch its Delhi edition. The paper has presence in many Hindi-speaking states and now wants to be seriously taken as a national Hindi daily. But will it happen?

Is Jagran going to succeed in its new avatar. For a paper like Jagran, an image makeover is not an easy task. It was never known for highest standards of journalism and remained editorially allied to either one or the other political party.

The paper has been accused of communal and casteist bias in its reports for a quarter century. The owners want the paper to be taken as a national Hindi paper so that it can get better revenue.

They are changing language and layout to give it a funkier look. The paper succeeded in adding readers in Uttar Pradesh and other states. But it's unlikely that the paper will get a sudden response in Delhi.

It is considered an old-fashioned paper from UP. The reports are uninteresting and stories lack balance. For Delhi, Jagran is an outsider. However, coming days will see a sudden advertising blitz and effort to paint the town red with Jagran's banners and posters.

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