Paper within paper – A first-time-in-India concept by ABP
2018 Finalist

Paper within paper – A first-time-in-India concept by ABP

ABP Pvt Ltd

kolkata, India

Category Print

Media associated with this campaign

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 –
    • 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


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.


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