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.