yeing to "capitalise and protect" its print market, the Jagran group will soon be on the radio waves as well with its Radio Mantra (91.9 FM) brand in eight cities � Jalandhar (Punjab), Karnal and Hisar (Haryana), Bareilly, Agra, Varanasi and Gorakhpur (Uttar Pradesh) and Ranchi (Jharkhand).

Instead of going to the already crowded metros (which typically average eight radio channels), Jagran has focused on towns where it has a print presence. "We wanted to protect our print stronghold and did not want advertising to go elsewhere," says Rahul Gupta, director, Radio Mantra, adding, "We also wanted to be the first mover in these cities and develop the taste of the early radio adaptors." Mantra is owned by Sri Puran Multimedia, a 100 per cent subsidiary of Jagran.... more