Jagran Prakashan Ltd (JPL), the publisher of popular Hindi daily
, is all set to launch a second brand with a lower cover price and fewer pages in regions where it has a strong presence.
"The second brand will be launched shortly, by October-November, and it will be in areas and regions where we are very strong," JPL Chief Financial Officer RK Aggarwal told PTI over phone from Kanpur.
Aggarwal said the "pilot launch" of the new brand will begin from two editions and on the response it gets, the company will expand it to other locations in the coming time.
"We are targeting a different segment of readers through this brand and though it will be a complete newspaper, it will be an entirely different product in terms of looks and content focus," Aggarwal said, adding that the company has put together a core management team for the new venture.
The Times of India had launched a similar initiative in the Mumbai market when it launched the Mumbai Mirror newspaper.
The Kanpur-headquartered Jagran currently has about 25 publishing centres in states like Delhi, Bihar, Haryana, Himachal Pradesh, Madhya Pradesh, Punjab, Rajasthan, Uttar Pradesh and Uttaranchal.
The average number of pages in the existing Dainik Jagran brand is 20 while the average cover price is between Rs 2.70 and Rs 2.75. "The new paper will be priced lower than this and will have less number of pages, around 16," he said, adding that the new paper would have enhanced focus on topics like sports or entertainment.