Bharat Gupta, director of Jagran Prakashan in India, told the World Newspaper Congress about "The making of the world's highest read newspaper."
Fifty-five million daily readers is an extraordinary number. That is 21 million more than its nearest competitor. Its coverage region, with 37 editions and more than 200 sub-editions in 11 states, accounts for half of the Indian government's entire budget allocation. The paper reaches one in nine Indian newspaper readers.
It effectively creates 200 newspapers every day.
Gupta described a print strategy that focused on building relationships with readers, while respecting the competition, and starting fresh with each new edition and not assuming that what works in one place will work in another. He said every market is unique and calls for a different approach. "Dainik Jagran's content is changed to reflect the colloquial tastes of every local market," Gupta said.
