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inext dons a new avatar

inext is being re-introduced to readers in an aggressive and attractive way, through its campaign 'Bedhadak, Behichak, Zimmedaar, Asardaar'

BestMediaInfo Bureau | Delhi | November 12, 2014


For the second time since its inception in 2006, bilingual compact daily inext has been re-launched in a new avatar. The first such issue came out on November 9. inext is being re-introduced to the audience in an aggressive and attractive way, through its campaign - 'Bedhadak, Behichak, Zimmedaar, Asardaar'. The objective of this initiative is to make inext smarter, edgier and utilitarian through brave, path-breaking journalism.

"For eight years now, inext has been liked by urban dwellers for its unusual stories and unique presentation of news. Time has arrived for the tabloid to get more vocal and insistent on social issues, since they are paramount in a vibrant democracy like ours," said Shailesh Gupta, Director, Jagran Prakashan. "As a vital publication of Jagran Prakashan,it is only befitting that inext takes the cudgels on behalf of its readers, to affect progressive, promising changes in the world around us, through a detailed and action-oriented approach to journalism,” he added.

Apart from relevant changes in the design of the paper, inext has undergone a complete overhaul in terms of content approach. The emphasis is being shifted to news stories which are imminent and directly concern the society. Prominence is being given to campaign-style breaking of news and relentless follow-ups, to bring about meaningful conclusions to the stories. The compact daily seeks to cater to the need of audience for 'change'.

“The facelift has been given to impart the readers a taste of unique reading experience, in terms of distinctiveness of news, quality of information and impact,” Alok Sanwal, COO and Editor, inext shared. “inext now has an accentuated incidence and impact quotient, and I am sure it shall be closer to their hearts and more in conjunction with their needs and aspirations. We look to change the 'chalta hai' attitude, which plagues us as evil inertia.”

The presentation and styling of the content has been switched to a higher side, with more aggressive packaging and racier headlines. A lot of new editorial fixtures have been incorporated to entice and engage the youth. It includes the extensive use of infographics and other innovative reader-interaction tools, to supplement the news. It also brings information of over 3000 job opportunities for the young professionals, every month, which is linked to inext's expert team for career consultation. Two new activity pages have been added to the Sunday edition. Monday focuses on the digital world, while Tuesdays deal with health and sex problems. A 'spiritual' Thursday and 'fashion' Friday await readers in this brand new avatar.

An exciting shuffle has been affected to render the reading more refreshing. The web avatar of inext - also goes under the scalpel and is integrated with a new meaner and sleeker version of inext. A lot of new fixtures for engaging and connecting with the young, progressive audience are being introduced.

Revealing the rationale behind the development, Sunjit Singh, Brand Head, inext, said, “A lot of crucial, quick changes have occurred in the media, in the last five-six years, in terms of news approach and packaging. Most of them have been triggered by the need for hard news by an audience which is now more curious, smarter and more evolved. Therefore, continual evolution in the selection and portrayal of news is needed to reach them, and give them the content they want, in the way they relish. The upfront and inquisitive form of journalism, which seeks to challenge the existing order, is the answer.”

Emphasising on inext’s upcoming audience engagement initiatives, Singh said, “Engaging today's audience is not a virtue anymore, it is the need. Social media being the catalyst is also the key tool to cultivate and measure their reading habits, pattern and behaviour. The latest avatar of inext, both digital and print, imbibes the need for relationship building through connectivity initiatives.”

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