The Telegraph, the English daily published by the Ananda Bazar Patrika (ABP) Group, has launched its Patna edition.

The launch comes exactly after the launch of its Orissa edition.

The reason, Dhruba Mukherjee, Associate Vise-President, the Telegraphs says is that though in terms of circulation and distribution, the Telegraph is the no. one English daily in the East, it is still not present in the key states of the region.

Speaking about the future expansion plans, Mukherjee said “The Telegraph would consolidate in the markets in which it is present before foraying into newer markets. However, as we further consolidate in our existing markets, we will always be looking out for attractive markets.”

The 16 page Patna edition will be priced at Rs 5 on Sundays and Rs 4 on all other days. It currently has 80 per cent of content and 20 per cent of ads. However, the company aims to change the content to ad ratio to 60:40.

The newspaper is eyeing a circulation of 20,000-25,000 copies by the end of the year. It hit the stands on July 28.

To announce the launch, the company is carrying out a 360 degree marketing campaign which includes print ads in local dailies such as Jagran, TVCs on local channels such as ETV and Maurya, supported by the out of home campaigns.