Top Story


Home >> Marketing >> Article

Rajasthan Patrika stands by the IRS: Arvind Kalia

Font Size   16
Rajasthan Patrika stands by the IRS: Arvind Kalia

The Patrika Group has emerged as the top print publication in the Hindi heartland in recent years. Its growth has been validated in the IRS figures (Patrika tops the IRS 2013 in Hindi heartland),  perhaps a reason why the group has stood by the survey. In a conversation with exchange4media, Arvind Kalia, National Head, Marketing, Patrika Group, elaborated on group's expansion plans and why it stands by the IRS figures. Excerpts. 

What are the key focus areas for Rajasthan Patrika for this financial year?

Consolidation of Patrika recently won leadership in Madhya Pradesh + Chattisgarh (MPCG). There are still some pockets in MPCG where much improvement is needed to be done. We can take the Bastar edition as the apt example. The entire area is bigger than Kerala. Surprisingly, since Independence, no newspaper has opened a full-fledged edition there. Patrika was the first newspaper to publish copies from this challenged region.

Which state is your next target after MP and why?

For now, we are heavily concentrating on consolidating our No. 1 position in MPCG. Much needs to be done, especially in the rural heartland of Madhya Pradesh. Patrika has done lot of activation programmes in remote rural areas, which makes it the No. 1 newspaper in MP rural regions by a huge margin. That needs to be fortified.

This IRS saw various allegations and marketer somehow feels that it has lost its relevance. Do you agree with that?

Absolutely not. We believe the IRS was unnecessarily subjected to various allegations. IRS has done many filtration and validation exercises, which made it more relevant and accurate in reflecting ground realities. Rather, after the validation exercise, it has become more relevant for marketers.

How much has the absence of IRS numbers for almost two years impacted the business?

Without IRS it is difficult to do media planning and buying. Now, media planning can be more accurate.

With so much controversy do you think the print industry need to switch to another currency?

Not at all. IRS is the best currency which should not be rejected, just because of some controversy raised due to vested interests. Besides, the latest IRS was subjected to ultimate scrutiny by some of the best experts on the field. We find it completely error free.

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

With Shikhar Dhawan as their brand ambassador, a partnership with NBA and FIFA and a Rs.10 crore marketing budget, this sporty start-up is moving strength to strength.

In an interaction with exchange4media, Sinha, the Country Head at Epsilon shared insights on the growth of Epsilon, integration of Artificial Intelligence and the future of other conventional mediums of marketing

The awards which saw over 816 entries were adjudged by a distinguished jury of around 211 industry leaders through intensive judging sessions across the country

22feet Tribal Worldwide to handle digital marketing while DDB MudraMax to handle on-ground promotions, venue management and logistics management

While market charges access fee to provide HD channels, DishTV will now give the access to popular HD channels to all subscribers