Overview of this campaign

Paper-within-paper is custom-made for each district. Example - “Burdwan-Kalna-Katowa” edition for East Bardhaman; “Durgapur-Asansol-Ranigunj” edition for West Burdwan. The theme behind this was ‘Hyper-local’ – for readers as well as advertisers.

Design of PWP:

For Readers - Hyper-local content in each page

Page 1 –

• Customized Masthead. Eg- “Burdwan-Kalna-Katowa” written over ABP masthead
• Lead Story - Biggest  news from main district towns
• Snippets – on main district towns
• District level weather

Page 2 –

• Local utilities – contacts for local administrative/municipal offices
• Local emergency services
• Hyper-local reader engagement –
• A daily quiz on the district. Winners had their names published in the paper
• Opinion  polls on important issues

Page 3 –

• News on tier two towns of the districts
• Snippets – on tier two towns

 

Page 4 –

• Feature/Supplement page – One topic, each day of the week – on local schools, local culture, local business, local travel, local health, contributions from local kids in the paper etc.
• Letters/Articles from local readers

Page 5 –

• Rest of regional news

Page 6 –

• Local sports – district level sports championships, articles on emerging sports talents

For the Advertisers – Hyper-local advertising opportunity

• Additional Front-page-solus inventory
• Additional page-3 inventory
• Additional page-5 inventory
• Additional back page inventory
• Local classifieds section

Innovation in the paper – Integration between print & digital   

For the first time ever, a customized hyper-local app was launched that served as a direct interface between readers and the newspaper. It allowed them to share news articles, report local issues, participate in contests, even watch videos from print by simply scanning a published picture! ABP has been able to establish a strong connect between its readers and PWP using this intelligent interplay between print and digital media.

Results for this campaign

Impact:

Paper-within-paper became an instant craze amongst district readers. The circulation numbers have been extremely encouraging. ABP sales grew by 5% in 2 months in a context where newspaper sales is generally falling by 2-4% per year. The quality of engagement with the product also increased manifold times. The hyper-local app saw over 30,000 downloads in less than two months.  District readers started viewing PWP as the ‘voice’ of the district.

Contact

To contact a company representative about this campaign, click here for the INMA Member Directory