agran Prakashan, the publisher of India�s number one daily, Dainik Jagran (readership of 1.64 crore, according to IRS Round 2, 2003), recently launched Junior Jagran, a 16-page bilingual (Hindi and English) fortnightly. Targeted at youngsters in the 13-20-year age bracket, it is currently available in Punjab and will be rolled out in other Jagran markets soon.

Currently distributed free with the main newspaper, Junior Jagran aims to revive the reading habit among teenagers. "The market lacks quality magazines or journals for youngsters that focus on their interest and preference," says AS Raghunath, general manager, brand development, Dainik Jagran. He feels that these days even schools have lost interest in promoting in-house magazines. "A paucity of funds and a lack of interest on the part of school managements have resulted in the virtual shut down of this effective medium. As a result, school students are deprived of a forum where they can express their thoughts and showcase their talents. Junior Jagran will help nurture the art of journalism," he adds. ... more