Sunday, April 01, 2012

Jagran Juggernaut: Dainik Jagran's plan to buy Nai Dunia creates stir in Hindi news media, hits Bhaskar

Dainik Jagran group's plan to buy daily Nai Dunia is giving jitters to Dainik Bhaskar, a clear leader in Central India.

It is Jagran's masterstroke for more than one reasons. Firstly, Jagran had hardly any presence in Central India. Its editions at Bhopal and Rewa didn't have much credibility. Jagran's Bhopal edition though old is now fifth or sixth in terms of circulation after Bhaskar, Patrika, Raj Express and Peoples' Samachar among others.

Jagran in MP is mostly read by the lower-middle class or at tea stalls where its weekly crime tabloid Satyakatha that appears on Tuesday is eagerly awaited. It is rarely subscribed at homes because of the nature of Satyakatha that has sex, sleaze and photos of semi-clad women.

Nai Dunia has credibility, reach in MP-Chhattisgarh

Secondly. Though Nai Dunia is also a sinking ship, in its new avatar it gained circulation in Bhopal. Its new editions in Chhattisgarh are doing well. Nai Dunia and its Bhopal-version Nav Duniya have credibility and also loyal readers in Malwa region around Indore.

With Nai Dunia, Jagran will need a established newspaper in entire Central India ie. MP and Chhattisgarh. Jagran is already strong in North India. In UP, Bhaskar is yet to make a move and the family with which Agarwals are in a titular suit are publishing just Jhansi edition from that state.

Fearing worst Bhaskar opened new editions and also under different brand name 'Divya Bhaskar', as in case of losing the case, the name can be changed to more known title that would not sound too different to the reader. It started DB star daily tabloid to push it brand.

So Dainik Bhaskar can be identified as DB Group. Despite all its efforts, Bhaskar is yet to become India's leading newspaper. Though lead was thin, Jagran was the leader. Now with Jagran group gaining established paper in MP-CG that has editions in Indore, Bhopal, Gwalior, Raipur, Bilaspur and other cities, it can give a run to Bhaskar as far as national reach is concerned.

Bouquet of English, Hindi and Urdu papers

Thirdly. For advertisers, Jagran will be a good option now. Jagran has also acquired English newspaper Mid Day, a strong Urdu newspaper Inquilab that now has nearly 12 editions in the country including Lucknow, Mumbai, Delhi, Moradabad, Aligarh and Kanpur.

Jagran is thus making the right moves. Guptas seem to have finally realised that Bhaskar was growing too fast and had to be tamed. With Nai Dunia, Inquilab, Mid Day, the group is now going from strength to strength.

Will Bhaskar remain silent? They have made forays in Gujarat and Maharashtra. But Gujrati and Marathi papers are still considered regional. Unlike English, Hindi or Urdu papers that have national character. Let's wait for Bhaskar's strategy as to

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