Hindi daily Navabharat has launched a major circulation drive in the key markets of Madhya Pradesh.

Unveiling its 'penetrative pricing strategy', the newspaper has announced a reduction of 50 per cent on its subscription. Against the prevailing monthly subscription of Rs 85-87, Navabharat has packaged its subscription at Rs 45 for a month. The price-off offer was unveiled on November 18, 2003, and the media house claims the response has been very positive. "It is adding approximately 2,000 copies daily," says a prepared note from the company.

Kunjesh Parihar, CEO, Hitakshi Media Solutions, the marketing company of Navabharat, says the company is upbeat about this exercise and that the group plans to strengthen the brand's presence in Indore, Bhopal, Chindwara, Jabalpur and Gwalior with this.

Interestingly, about four months back, Navabharat had reduced its cover price in the Dewas, Ujjain, Shahdol and Katni markets. The price cut was accompanied by improvements in its product offering. This exercise has reportedly given the paper a major circulation boost in these markets. Parihar is confident that by the end of this meticulously planned drive an additional 2 lakh copies would be added to its existing circulation.