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NEW DELHI, September 12
Close on the heels of the launch of its Mumbai edition, the
Rs 800-crore Eenadu Group is set to launch the Delhi edition
of its Telugu daily today. With a print run of 10,000 copies,
Eenadu (which recorded a readership of 96 lakh in NRS 2002)
will target the 1.5-2 lakh Telugu population in the capital
city. In line with its price in the other states, Eenadu Delhi
will be available at Rs 2.80 between Monday and Saturday and
at Rs 3.50 on Sundays.
Talking to agencyfaqs!, I Venkat, director,
Eenadu Group said, Eenadu Delhi will have two specific sections.
Besides the main paper that is published from Hyderabad, Delhi
will have a city-specific supplement, Eenadu Delhi. An editorial
team is already in place for Eenadu Delhi, which Venkat says
is 'sufficient for the current requirements'. Like its other
editions, Eenadu Delhi will have all the regular feature sections
covering health, sports, science, infotech, youth and children,
and women on weekdays. On Sundays, there will be a special
supplement called Aadivaram.
With the Delhi launch, Eenadu will have
23 Telugu editions across the states of Mumbai, Chennai, Delhi
and the four cities of Andhra Pradesh including Mahaboobnagar,
Ongole, Khamman and Nizamabad. In the second phase, the group
plans to launch region-specific city edition like the West
Delhi Plus or the South Delhi Plus of The Times Of India.
To begin with, Venkat says, the Group is
keeping its expectations low. He agrees that a print order
of 10,000 is a modest number, but points out that the Group
launched its Mumbai edition on the back of a similar print
order. "Of course, we are now printing more than 10,000
copies in Mumbai," says Venkat.
While the company is upbeat about its prospects
in the capital city, the question is, is the time right to
explore new territories? With the slump in the advertising
market, how does the Group hope to attain a critical mass?
Venkat is unruffled. "There is no such thing as a wrong
time," he avers. "In the service industry, you have
to keep giving something new to the reader. Of course, for
us the numbers are also important."
And it is advertising on which Eenadu
will get the vital numbers. However, the Group will be entering
Delhi 'without much advertising support', confesses Venkat.
"We are not getting into a ready-made market. We have
to actually develop this market," he adds. © 2002
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