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Recently, The Sunday Standard Newspaper which got absorbed into The Indian Express as New Indian Express Edition was launched in Delhi targeting the well educated people.

Prabhu Chawla, Editorial Director of The New Indian Express Group in his 40 years as reporter and editor has held various posts namely Editor of India Today and Editorial Director of the India Today Group of Publications (1996-2011); Editor-in-Chief and CEO of Financial Express (1994- 1996) and Editor of Indian Express (1991-1994).

"Mr. Prabhu Chawla, Editorial Director of The New Indian Express Group in conversation with www.mediamughls.com discussing about the newly launched newspaper of the Group:- "The Sunday Standard."

1. What do you think is the USP of Sunday Standard?

This is a--if I can invent a word--'viewsy' newspaper which empower readers to take the best decisions based on the strong opinions that find place on our pages. We examine the events of the day from all angles as well as bring you stories that are overlooked by other media houses.

2. The Sunday Standard is believed to carry forward the tradition of journalism put forward by Indian Express' founder, Mr Ramnath Goenka. How would you describe those values and how will the paper safeguard them?

'Fear None; favour none' was Mr Goenka's one-point manifesto, and it will be ours too.

3. If, as you say, this paper is for the elite, are you going to price it higher than the other papers?

The newspaper market is very price sensitive. We have kept the market in mind and priced our product accordingly. However, the reader will get much more value for money, both in terms of quality and quantity of content.

4. What will be the initial print run of the newspaper in the capital?

Around 50,000 copies will be introduced initially.

5. The Sunday Standard is expected to face stiff competition from Crest, The Sunday Guardian and all the other Sunday papers. How do you plan to deal with the competition?

We do not perceive anyone as competition. Ours is a unique product.

6. What are the obstacles that you faced while bringing out the paper?

Like most other industries, there is a paucity of talent in journalism these days. Locating and recruiting good journalists, thus, was a laborious process. Identifying our target audience and their specific needs was another difficult task, as we didn’t want to replicate what the other Sunday papers are doing.

7. Around the world, the print medium is dying but here, in India, we seem to keep launching new publications. Comment?

India is a growing economy in which the penetration of print media is very low. There is still a hunger for printed news.