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