As per the latest findings of the Audit Bureau of Circulations (ABC) July to December 2016, Amar Ujala has yet again become the no. 1 newspaper of Uttar Pradesh (UP) and Uttarakhand with 22,57,323 copies (including 2,88,280 variant copies) and 2,62,760 copies, respectively. Amar Ujala has left Dainik Jagran behind by 62,065 copies in UP and 71,210 copies in Uttarakhand, as per ABC’s findings.
One of the most important aspects of Amar Ujala’s growth story has been consistent leadership in the key market of Lucknow city with 1,96,184 copies. ABC’s findings also state that Agra (90,108 copies including variant 10,610), Allahabad (1,02,096 copies including variant 46,119), Bareilly (62,935 copies including variant 3,928) and Moradabad (50,370 copies) are the other prominent markets of Uttar Pradesh where Amar Ujala has been at a consistent number 1 position in addition to Uttarakhand, Dehradun (1,64,843 copies) and Nainital (97,917 copies).
The dual strategy of growing high-value readership through skilful use of social media and expanding readership base in non-premium segments has not only helped the readership growth but has also helped Amar Ujala achieve a multiplier effect for their advertising spends.
“Non-city aspirational youth is now the holy grail of advertisers. Our product, content, and marketing plan is about connecting this audience through a continuous engagement process. Expansion in Hindi language readership and increased traction in advertising in the fast growing smaller towns of our footprint have helped us reach the circulation numbers at this level,” says Probal Ghosal, Director, Amar Ujala. “Our circulation strategy has been to grow in cities with value readers at the same time reaching on to places where people consume branded/semi-branded products,” he adds.
With a focused circulation strategy to reach high-value audiences and strong packaging of news and analysis has given Amar Ujala a clear edge over its rivals.