Top Story

e4m_logo.png

Home >> International >> Article

Amar Ujala and Hindustan (Hindi) enter into strategic alliance, to offer combined advertising opportunity.

10-August-2001
Font Size   16
Amar Ujala and Hindustan (Hindi) enter into strategic alliance, to offer combined advertising opportunity.

Adding yet another dimension to the keenly fought readership war for the North India supremacy, Amar Ujala and Hindustan (Hindi) have joined hands. Joint ‘Alliance Advertising Rate’ plan is likely to offer cost efficient advertising package to reach out to 1.22 crore readers, larger than any other single vehicle.

The alliance would cover the states of Bihar, Delhi, Uttar Pradesh, Uttaranchal, Jharkhand, Punjab, Haryana, Himachal Pradesh, Jammu and Kashmir and Chandigarh.

The alliance seems to have emerged out of two basic reasons:

  • Non-Conflicting market presence
  • Threat from competition

Since Amar Ujala has a strong hold in UP (55 lakh readers) and Hindustan is No 1 in Bihar (42 lakh readers), it offers non-conflicting market presence. The alliance will have some additional market-spread too. Amar Ujala has grown in H/ P/Chd./HP (NRS definition) and Hindustan has seen resurgence in Delhi.

Hindustan, according to NRS 2001, added 1 lakh readers (total readership- 4.37 lacs) last year while others (except Dainik Jagran) lost readership. Threat from competition (read Dainik Jagran) in case of Amar Ujala and for Hindustan, relatively thin spread of readers across several markets other than Bihar, seems to be the other key reason.

The alliance also is a safeguard against the imminent threat from Dainik Bhaskar. Having achieved success in its earlier battles, Bhaskar would eventually look at the remaining two strong markets of cow belt, UP and Bihar. Indeed media marketers are working over time to defend and capture readership and subsequently advertising.

Speaking to exchange4media, Mr. Atul Maheshwari of Amar Ujala said that this alliance will be a 'single window' and 'single rate-card' operation. Independent ad-sales efforts, though, are likely to continue.

Success of this alliance would largely rest on ad-tariff structure (yet to be announced) and operational efficiencies. exchange4media has learnt that advertising tariff will be ‘highly cost-efficient’ when compared to competition. To understand what this alliance means for your media plans, do read our detailed marketwise/ edition-wise analysis. Coming Soon.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business