Vinay Chhajlani, chief executive officer, NaiDunia Media, said, "The Delhi Hindi market has only two major national players, Navbharat Times and Hindustan Times. Besides these two, there are other regional players like Punjab Kesari and Jansatta. Our reading of the market shows that there is place for another player, when it comes to readers or advertisers. We are going to ensure that our Delhi edition, both in terms of content and style, turns out to be a distinct product, bereft of the regional flavour of the NaiDunia editions in the regional markets."

Sunday NaiDunia is being targeted at SEC A and B readers. The newspaper will comprise 16 pages of newspaper content and 48 pages of magazine content.

The Sunday NaiDunia will be in direct competition with the parent brand, NaiDunia, in markets such as Bhopal and Raipur. However, Chhajlani explains, "There is a lot of business out there in the media, provided your product is targeted at a well defined, segmented market (inclusive of readers and advertisers). From being monthly magazines, both Outlook and India Today have gone local over a period of time. We speculated a lot about having our own brands competing with each other in certain markets. But then, sensing the quality of the product and accepting the fact that besides us, there would be some x, y, z brand to compete against, we decided to go ahead with our plans to publish Sunday NaiDunia from nine centres."

Source: afaqs! via IFRA Executive News