NBT launches NCR edition with hyper-local pullouts

02 Jan,2012

By Akash Raha


Navbharat Times (NBT), the Hindi daily from Times Group, is launching its special NCR edition in order to further strengthen its position in Delhi-NCR. There will be no change in the pricing and it will remain Rs2.50 per day. Understanding the latent need and growing popularity of regional content amongst its readers, Navbharat Times decided to tailor its offering accordingly.


Ranjeet Kate, Director Languages- Bennett Coleman & Co. Ltd said, “Of late, media buying behaviour has seen a lot of change. Advertisers see language dailies as a medium providing valuable and sizable reach in key markets like NCR. While on the other hand, ‘readers’ of such fast-paced cosmopolitan cities see newspapers as a trustworthy guide. We can deliver value in such a scenario with a customized NCR edition for both our readers as well as the advertisers.”


For most of the advertisers, NCR is an important territory. Advertisers who are advertising inDelhican takeDelhi+NCR package at a nominal add-on cost.


The NCR edition will not only retain its special Delhi and national content but will also offer a complete coverage of the state-level news in UP and Haryana. This special NBT-NCR edition will be available in all the five suburbs (Ghaziabad,Faridabad, Gurgaon, Greater Noida and Noida).


Readers in these areas will also get the hyper local city pullouts in their respective regions, along with the main issue. Regionalizing the main issue will make the product offering appear more promising and customized for its NCR readers.


Aman Nayar, Brand Manager- Navbharat Times said, “Most advertisers who advertise in Delhi would also want NCR and giving the minimal add-on rate, NBT intends to add most of its NBT Delhi advertisers to the NCR edition. The sizable local advertising, of course, will be done separately.”


NCR has always been a booming vibrant market. It has been witnessing huge growth in job opportunities, increased urban migration, increased housing projects and huge investments in the transport infrastructure.


From the advertising point of view, tapping the NCR market has always been an area of interest for all advertisers, as they always look out for mediums which have deeper engagement levels with their audiences. NBT, which aims to be seen as a value provider for its readers as well as advertisers, intends to keep experimenting and expanding in newer and relevant territories.


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