Dainik Jagran has been in the newspaper business since 1942. It was successfully established as a leading Hindi newspaper in India. In Uttar Pradesh, one in every two readers read Dainik Jagran. It is enjoying 3rd position in the states of Delhi, Madhya Pradesh, Punjab, Haryana, Himachal Pradesh and the union territory of Chandigarh. It leads by a considerable margin in Eastern and Central Uttar Pradesh. However, in Western Uttar Pradesh, Amar Ujala is the established leader. So far despite all its efforts, Dainik Jagran had not been able to create a major threat for Amar Ujala. It has to decide its new positioning and then convert it into the offering to the readers. In doing so it wants to find a platform that can be owned and sustained over the long term. The case brings out the issues of market segmentation, targeting and positioning.