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ABP Group new supplement launch is latest salvo

Source : BUSINESS_STANDARD
Last Updated: Sun, Dec 09, 2012 00:27 hrs

pBuoyed by the success of its tabloid Ebela and taking on the news and marketing strategies of the Times Group&rsquos Ei Samay Anandabazar Patrika of the ABP Group is now adding to its regular offerings new productsppThe Bengali daily has now come out with a new supplement named Ananda Plus targetting the younger generation with glossy Hollywood Bollywood Tollywood and cultural news This comes just over two months after the launch of its new tabloid Ebela Followed by this the state has witnessed a circulation battle as Bennett Coleman and Co BCCL the publisher of The Times of India introduced a broadsheet Ei Samay in OctoberppAccording to a survey done by audit firm Deloitte Ebela&rsquos circulation in October was 279 lakh within weeks after its launch &ldquoEbela was a huge success These figures are compared to the city circulation of 69 lakh by ABP and 36 lakh by the Telegraph Now we want to go ahead with the changing times hence we came up with Ananda Plus on November 26&rdquo said Supriyo Sinha Vice President Bengali dailies ABP LtdppThe new supplement comes with ABP on Monday Wednesday and Fridays Meanwhile in September ABP had also introduced a supplement for Thursdays named Bishoy Ashay on personal finance Adding to its generation next focus it also comes out with an educational supplement called Prastuti on Tuesday and Patrika a weekend pull out on SaturdaysppAccording to sources with in the Times group the circulation of Ei Samay is more than 200000 &ldquoEi Samay circulation is increasing on a daily basis On the otherhand Ebela has pricing and content issues too as far as consumers are concerned If you buy it with ABP you will get the tabloid for Rs 1 and if you buy it as a standalone it will cost you Rs 2ppMoreover the content is mostly the same as ABP&rdquo said Ashim Saha one of the largest newspaper agents in the Sealdah regionppResponding to this Sinha said &ldquoEven if the content is same the difference is about the treatment Both editorial and brand teams are different for both the dailies&rdquoppWhile the reach of E Bela is limited to the city the Times group is making Ei Samay available in the outskirts too Ei Samay is priced at Rs 4 on week days and Rs 5 on Saturdays and Sundays With its pricing only Ei Samay has made it clear that it is competing with the market leader ABP with a circulation of more than 12 millionp

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