India: regional evening paper Abhi-Abhi launches

Posted by Alisa Zykova on December 12, 2008 at 1:03 PM

Indian media firm Sharp Vision Media, based in Haryana, announced the launch of a regional evening newspaper Abhi-Abhi. The eveninger is printed in as a full-colour broadsheet on 12 pages, priced at INR1.5 (US$0.03), and is aimed towards a younger audience aged between 20 and 30 years.

The fact that it is a broadsheet may come as a surprise, wrote afaqs.com. However, Group Editor Ajay Deep Lather pointed out that because the paper is in competition with morning titles, Abhi-Abhi abstained from publishing in a tabloid format.

"Around 80 per cent of a morninger is news up to 3 pm. The rest is what happens between 3 pm and 8 pm on the previous day. We are going to the people with the idea of reading today's news today itself," Lather said.

Lather added that younger readers from Haryana may have less time to access news in the morning, whereas in the evening, after they return from their jobs, they may have "ample time" to read the paper.

The evening paper will be available mainly as a subscription-only title, having minimal presence on newsstands. Abhi-Abhi's initial circulation was 150,000 copies, but subscriptions may increase the number to 250,000 copies, afaqs.com reported.

Kuldeep Sheraon, Chairperson, Managing Director and Chief Editor, mentioned that the publication will get through the financial difficulties the industry is facing and reach its goals.

The paper was launched in Roshtak and Hissar on October 25 and in Karnal on November 29, Sheraon said. Seven more editions of the eveninger are expected to be released across Gurgaon, Rewari, Sirsa, Ambala, Panipat, Chandigarh and Faridabad. The last three editions will be published at the Karnal, Ambala and Gurgaon printing bureaus.

Source: afaqs.com through IFRA Executive News Service