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Writer: Gokul Krishnamurthy - Wednesday, Mar 30,2005 7:49 AM

Daily Thanthi extends lead over Dina Malar in Tamil daily market

Dina Thanthi, the leading Tamil daily, has extended its lead over Dina Malar to touch an average net paid sales of 7,96,900 copies in the July-December 2004 period, according to ABC.

According to ABC, Daily Thanthi has grown by 6.19 per cent (on an average), or by 46,470 copies, over its average circulation in Jan-June 2004. The growth over the same period last year (July-Dec 2003) was 81,990 copies. Dina Malar too has grown, but by a smaller number. From 5,80,562 copies in Jan-Jun 2004, it has grown to 5,82,688 copies in Jul-Dec 2004. In the period Jan-June 2003, Dina Malar registered average net paid sales of 5,61,649 copies, as per ABC certification.

Speaking to exchange4media, Vijay Boby, Chief Manager - Marketing, Dina Thanthi, said, "One of the possible reasons for this growth is the tie-up with The Economic Times, wherein we have one page from the business daily in Tamil for our readers." The tie-up has been effective from January 15, 2004.

Boby believed that catering to the student segment has also had a role to play in the steady increase in the paper's circulation. He said, "We introduced additional information for the student community, including special supplements, which has gone well with the readers. Another new segment 'Varalatru Suvadugal,' is a historical section that has also kindled the interest of the readers." The spokesperson reiterated that the growth has been steady, and that the marketing activities continued on a normal scale.

The publication has registered gains in many of its editions, with a maximum gain of 11.6 per cent for Nagercoil, 8.35 per cent for Tirunelveli and around 8 per cent for its Pondy and Salem editions. According to IRS R1 2005, Dina Thanthi has a readership of 93.86 lakh and Dina Malar 46.67 lakh.

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