MUMBAI: Dainik Bhaskar has recently launched India’s first ever daily newspaper in Indore designed exclusively for women. This is a 4 page paper and includes 2 coloured pages. This has also been launched in Ahmedabad, Vadodara, Jaipur, Jalandhar, Ludhiana, Amritsar, Raipur and Jodhpur as a 1-2 page special. The paper is also set to launch in Chandigarh on the 1 of January 2008.

There has been a sudden explosion in the women readership across newspapers, keeping ahead of trends, the Bhaskar Group conducted a survey of women over 4 months and included 18 focus groups across 13 locations. ‘Woman Bhaskar’ is a result of this survey that helped the group design the daily and test it for likeability.

Says Neeha Saxena, Manager Ideation Cell, “The research identified the needs of women from news and information in 2 major groups (1) Social Identity needs like staying updated, creating identity, being economically independent and projecting a modern image. (2) Personal Fulfilment needs like personality development, being a home-maker, lifestyle, caring for the family. It clearly defined their magnetism toward a certain kind of news, which is more relevant and critical to them. Woman Bhaskar is designed to provide this.”

As per Shravan Garg, Group Editor, “Primarily targeting women of the age group 24-45 years SEC AB, Woman Bhaskar is provided with the mainline Dainik Bhaskar in the Newspaper-within- Newspaper style every week from Monday to Friday. It segments and filters the news and happening by using the internally developed ‘Scanning Pentagon’ which ultimately decides which news will form part of Woman Bhaskar”.

He adds, “The Scanning Pentagon asks simple but highly relevant 5 questions: (1) Is it updating her? (2) Is the information guiding her? (3) Is the information raising concerns and causes? (4) Is the information increasing her knowledge base? (5) Is the information giving solutions to her problems? This pentagon helps to determine what flows in the exclusive Woman Bhaskar.”

Says Sanjeev Kotnala, Associate VP and National Head Communication, Bhaskar Group, “Woman Bhaskar is aimed at guiding, educating and updating the modern woman on her areas of interest. It provides a mirror to her ambitions, relates to her dreams and caters to her niche needs in today’s evolving lifestyle.”

courtesy : ahmedabadline.com