London Daily Mail collaborates with Indian group to launch new paper

Posted by Evan Fell on November 13, 2007 at 12:47 PM

By the end of the week, Britain’s Daily Mail and a leading Indian magazine group are set to launch a newspaper into India’s booming media market.

The 48-page tabloid will be spread across India gradually. “It was 32 years ago when India Today expanded into TV, radio, music and books. We never got a chance to be among the newspapers. We are now delighted to officially announce the launch of Mail Today in India with the Delhi edition going upfront,” said Aroon Purle, chairman and editor-in-chief of India Today Group.

The newspaper will use the successful formula used by the Daily Mail and mostly target middle class women. The existing Indian newspapers do not cover women’s content. Purle says, “We are not trying to address everyone, but an audience that has a clear view on various concerns. We are targeting people in the upper echelons of society, who have a certain lifestyle, interests, certain education level, financial level – who really constitute the upper segment of the middle class.”

The National Readership Studies Council reports that 204 million Indians read daily newspapers and feel there is a lot of room for growth, considering 359 million people do not read any publication.

Source: Agence France Presse Mail
Exchange4media.com through Ifra Executive News Source (here and here)

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