News paper determined to change the way-change happens: People's Samachar

In the first phase we talked about People's Samachar's launch, competitors and their journey till now. In this phase we will try and know more about People's Samachar and their future plans from here.

Adgully (AG) - Besides Madhya Pradesh and Chhattisgarh which would be the other states you intend to move in? If yes, what are your plans?

Ruchi Vijaywargia (RV) - At present we are focusing in Madhya Pradesh and Chhattisgarh market. We already have a weekly English magazine called People's Post being published from Delhi and distributed all over India.

AG - Besides Hindi, are you planning to publish in other regional languages as well. If yes, in what all languages will you publish?

RV - No, at present we don't have any plans to start in other regional languages. But we are looking into possibility of business alliance with regional dailies in other states.

AG - People's Post, gets published from Delhi only, any plans to publish it from other metropolitan cities. If yes, what are your plans?

RV - No, nationally it has strong distribution network and we are reaching to our readers through the same.

AG - In past one year, what strategy you have used to grow your brand? And going forward what will be the marketing/ promotional strategy?

RV - We have adopted 360 degree marketing plan for branding, including various BTL (below-the-line) and ATL (above the line) activities; ambient media in malls, online and outdoor including pole kiosk, hoardings, canopies, road shows, motorbike rallies, games activities at RWS, human banners and vehicle branding, radio spots and cable channel slides etc were used.

AG - What is your future plans form here, what is the market strategy you have that will help you grow from here?

RV - We have many plans in the pipe line. People's group is growing fast. After media it is the entertainment and real estate. We have an upcoming mall, multiplex, Club, Hotel, Housing and many more things coming up. Some are already in the last phase and some projects are just starting.

AG - What is your digital strategy? Can we see People's Samachar available on web and mobile? If yes, by when?

RV - Yes we believe that the future belongs to the digital era. Year 2010 would be a big chance for the digital medium. The reasoning is that marketers would cut or optimize advertising spending, which could lead advertising monies to the digital medium. You will soon see a digital form of People's Samachar.

AG - If you are diversifying in other medium what was the need for it and by when do you want to do so?

RV - It's not about need but creating an industry which is self sufficient. We want our business to be interconnected. We had an educational Institution, and then we wanted to give them employment, hence ventured into the related industries like - health care for medical students, journalism and media for media students, hotel for hotel management and catering, mall and retail for management students, Construction and Real Estate for engineering, Research Labs for Pharma and other medical related fields.

All our business is focused on inclusive growth and opportunities. People's Group is for the People by the People and of the People.

AG - Currently you are in print, do you plan to get into other mediums? If yes, which all mediums would it be and what would be the time-line for each?

RV ' Yes, we do have plans to move into other electronics medium. We already have People's Film division with rights of around 30 films under its banner and ready to produce & direct its own full length feature film. We are also into animations and planning for a channel.

AG - You being a part of this business, do you want to communicate anything specific to the media, advertising and marketing industry?

RV - India is one country where newspapers are still revered. In the current economic environment, it is critical that we are able to identify opportunities to bring greater value to our members and to the industry at large. Sustainable development for us is an integral business practice in line with our values. We recognise that only through collective efforts can we bring about a long-term sustainable change. We believe in inclusive growth i.e. People's Growth should be common men, state and nation's growth. These characteristics provide the foundation on which we are building People's Samchar - a news paper determined to change the way-change happens.