HYDERABAD: "The New Charminar of Hyderabad," a cost-effective advertising alliance for reaching a diverse audience, was launched by four media organisations — The Hindu , Eenadu, The Siasat Daily and Hindi Milap here on Friday.

Starting June 1, 2006, the alliance will offer the advertisers a one-stop solution to reach a varied target audience through a unique mix of English, Telugu, Hindi and Urdu newspapers having a combined circulation of 4.77 lakhs and readership of 14.8 lakhs in the twin cities of Hyderabad and Secunderabad.

Addressing a press conference in connection with the launch, the Managing Director of The Hindu , N. Murali, along with representatives of the other three dailies, described the coming together of the four newspapers as an "unbeatable media combination." Pointing to the diverse readership of the newspapers, he said it would provide an extra advantage to the advertisers in terms of value.

Mr. Murali said the four newspapers shared common business ethics and values and their alliance would be aggregating the target audience for the advertiser. The Hindu -Eenadu media alliance, which had been working successfully since 2001, was a win-win situation for both. Building on that experience, he said that two other newspapers have been taken on board.

I. Venkat, Director, Eenadu, said the new combination would bring strength to the newspapers. The package would be offered to advertisers all over the country.

Zaheer-ud-din Ali Khan, Director, The Siasat Daily, said that Andhra Pradesh had the second largest number of NRIs in the Gulf and hoped that the new alliance would work "very well" in leveraging their advertising potential.

Prakash Jain, Advertising Manager, Hindi Milap, said that his organisation was proud to be part of the combination.

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