NBT goes hyper-local at Greater Noida

29 Sep,2011

By Akash Raha


Navbharat Times (NBT) of The Times Group is going to launch a special eight-page local newspaper in Greater Noida today. The eight-pager will be distributed in Greater Noida along with the main NBT newspaper. There will be no change in the price point and the newspaper will be available with the added pages at the Rs 2.50. It is noteworthy that NBT has such hyper-localized content for other satellite-cities to Delhi, namely Ghaziabad, Gurgaon, Noida and Faridabad.

Speaking about the idea behind NBT’s strategy towards creating hyper local content for consumers, Aman Nayar, Brand Head, NBT said “While the main product Navbharat Times (NBT) has the pulse of overall Delhi-NCR (or as we see ‘Greater Delhi’) there is a need to cater to the needs of each of the 4 NCR cities, as each of these cities are rival state capitals in their consumption or economic activity. Hence, we built on the concept of a dedicated local newspaper with local hard news but the focus being on development and growth in these cities. In sheer quantity we would be more local than the competition in fact, but rather than being sensationalist in playing up petty crime or local politics, our focus is the growth opportunities and where there are gaps, to drive change in these boom towns. A lot of our campaigns in these cities have been ground-level connect and have yielded more than encouraging response.”

After the success of the group’s English newspaper, The Times of India across India, NBT had scaled down its newspapers to two editions – Delhi and Mumbai. However, about four years back, with localized newspapers it began building strategic presence in Delhi and NCR. The move helped them to penetrate in tier two and tier three cities. According to Mr Nayar, it has gained good traction with the advertisers too. Moreover, with ‘NBT Greater Noida’, the company will certainly garner robust local advertising.

“Greater Noida is a step towards creating meaningful and relevant content for Greater Noida. There has been a marked jump in economic activity centering around the Formula One race. At the same time, as the recent Noida Extension episode showed – The Greater Noida readership’s concerns and thinking may have variation from that in Noida. And so now we have launched Greater Noida’s own local newspaper ‘NBT Greater Noida’. In fact in Ghaziabad, we observed that it was a case of two cities co-existing – the trans-Hindon Area (closer in thinking to Delhi than UP) versus Old Ghaziabad. Therefore, we created two splits of NBT Ghaziabad, one for each city,” added Mr Nayar.

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