DB Corp completes rollout in Bihar with launch of Muzaffarpur, Gaya & 7 district editions

In Bihar, Dainik Bhaskar now has presence in Patna, Bhagalpur, Gaya and Muzaffarpur. With these launches, DB Corp now publishes six newspapers with 61 editions in 14 states across India

BestMediaInfo Bureau | Delhi | August 11, 2015

Dainik Bhaskar Group further firms its foothold in Bihar with the launch of two main editions this month – Muzaffarpur on August 8 and Gaya on August 4. Along with this, the Group has launched seven district editions in Hajipur, Purnea, Biharsharif/ Nalanda, Arrah, Chhapra, Samastipur and Darbhanga.

In Bihar, Dainik Bhaskar now has presence in Patna, Bhagalpur, Gaya and Muzaffarpur. With these launches, Dainik Bhaskar Group now publishes six newspapers with 61 editions in 14 states across India.

It may be recalled that the paper had launched its Bhagalpur edition late last month.

An intensive pre-launch personal contact campaign was implemented prior to the launch of the Muzaffarpur and Gaya editions to create high-impact brand recall and visibility amongst local readers.

The Muzaffarpur launch strategy primarily centered on four key factors:

• A thorough understanding of the local market
• Knowledge of local readership behaviour
• Research to gauge on-ground reader needs and the opportunity to service the gap
• Seamless implementation of launch

A total of 165,643 commercial establishments and households in Muzaffarpur were contacted through the personal contact programme, which was the first phase. This was critical in setting the momentum of the launch by understanding core insights of readership behaviour, preferences, needs, while also highlighting the Dainik Bhaskar brand values and strengths and utilising the opportunity to build strong reader connect.

Key inputs of the personal contact programme in Muzaffarpur were then distilled to create the edition that addresses actual reader's needs through issues they have identified as core and significant to the development of the local region and the State.

The survey also revealed issues preferred by women readers, who spend quality time reading the papers in the afternoon and weekends, with demand for better quality supplements covering parenting challenges, international news on education and overall well-being.

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