Daily Thanthi, the second largest circulated daily in Tamil Nadu, is launching a Mumbai edition on September 5.

This new edition is the third one to be published outside Tamil Nadu; the paper is also circulated in Bangalore and Pondicherry. Daily Thanthi will have an initial print run of 50,000 copies in Mumbai.

Daily Thanthi is planning a high-profile marketing campaign for the launch.

Skandraaj, Chief Operating Officer of Malar Publications, the publishers of Daily Thanthi, said; "This is our first edition outside South India, and unlike Delhi, where the Tamil speaking population is scattered, Mumbai has some pockets and reaching the Mumbai Tamil speaking audience in the commercial capital is also very easy. We see a good revenue potential here."

Skandraaj also reported that the Group has no plans to launch an edition in Delhi. Exlaining his reasoning behind this issue, he said "We are sending around 3,500 copes to Delhi everyday to reach out to our readers there. As far as Delhi is concerned, the cost of reaching out to our target audience is very high."

According to ABC (Audit Bureau of Circulation) report for the period January-June 2008, Daily Thanthi had a circulation of around 969,000 copies, an increase of around 50,000 copies against the 917,000 net paid copies during ABC January-December 2007.

Source: Exchange4Media.com via IFRA Executive News Service