AB Private Limited has launched a weekly Assamese infotainment broadsheet newspaper Asom Barta in Majuli, Assam. The 8-page broadsheet has a cover price of Rs 10 and has been launched with a print run of 10,000 copies. The weekly focuses on Assam-specific issues, lifestyle, brands, new launches, entertainment and content for women. It also cover national/international news and carries more analytical, investigative and rich in data stories. The broadsheet primarily caters to readers above the age of 16, belonging to SEC B and above category. It mainly targets students, working professionals, entrepreneurs and the youth.
It is circulated in Assam and has a content-ad ratio of 85:15, which the company aims to bring down to 70:30 in 2014. According to the company, Assam’s ad market is valued at Rs 200-250 crore. Asom Barta is currently edited by Tonay Borah, who has an experience of five years and has worked with some another Assamese Newspaper. Speaking about the idea, Tonay Borah says, “Assam is an emerging market in the country. The audience’s taste is evolving much more than before and the current print medium options are largely classified into dailies that offer reports and hard news and magazines (mostly monthly) that are largely in the lifestyle genre. This gives space for a Assam-based Assamese weekly in the infotainment genre for a population.
Asom Barta segmented approach will benefit advertisers as it will reduce spill-over and unnecessary advertising expense on media circulated all over the state and the region. Asom Barta is also present on the digital platform through social media, website and mobile app. Speaking on the idea behind choosing the broadsheet format, Borah adds that broadsheet has always been a world favourite and provides the chance to tackle content which is different from dailies or magazines. It is an exciting medium and since the new Indian is always on the move, something concise and at the same time informative would do well. Also, he adds that the platform is secondary; it is the content that will make it click. The tabloid format appeared most suitable for the content being provided by the publication.
According to the company, automobiles, white goods and lifestyle brands have already come forward and as the market corrects, it hopes to get responses from categories like real estate, education and others, where the audience is very local. AB Private Limited is a two-year old mainline advertising agency based in Majuli. It offers creative and PR services to local/regional brands. Insight has an impressive clientele list and a good track record.