Telugu dailies Eenadu and Andhra Jyoti have registered impressive gains on circulation in the July to December 2005 period, according to ABC figures. While Eenadu remains the clear leader among Telugu dailies, Andhra Jyoti has grown faster, at 30 per cent over the corresponding period a year ago.
The average net paid circulation of Eenadu stands at 1,050,659 copies (all figures ABC) in the period, up from 1,009,912 in January-June 2005, a climb of 65,381 copies over its circulation of 985,278 in the July-December period (2004).
Andhra Jyoti, which enjoyed a circulation of 268,560 copies in the period July-December 2004, has climbed to a circulation of 350,494 in the same period in 2005. Interestingly, the climb has been gradual but almost consistent all the way from July-December 2005, for both publications.
Eenadu’s July-December climb reads (average net paid sales for the month): 996,951 (July), 1,026,393 (August), 1,050,830 (September), 1,058,393 (October), 1,069,610 (November) and 1,103,256 (December).
For Andhra Jyoti, a paper that launched in October 2002, the figures read 317,833 (July), 314,167 (August), 332,748 (September), 361,533 (October), 377,847 (November), and 400,387 (December). Andhra Jyoti attributes the steady rise to its focus on semi-urban areas, and affluent rural areas.
Speaking to exchange4media, KRP Reddy, GM-Advertising & Marketing, Aamoda Publications, said, “In this period, we have been concentrating more in district headquarters and affluent rural regions, where the reception has been very good. If you notice, the gap between the market leader and us is higher in the four main urban centres of Hyderabad, Vizag, West Godavari and East Godavari. That will be the focus in the current period.”
The spokesperson said that the target for December 2005 had been 425,000, and from here on, the publication would look to attain a modest 15-20 per cent growth in the subsequent six-month period (January-June 2006). The summer fall had been factored in the target, said Reddy.
Andhra Jyothi currently has 20 editions, and covers Andhra Pradesh, Bangalore and Chennai. The publication is to introduce some editorial changes in keeping with its focus on urban centres.
Vaartha, which does not go by the ABC certification, is placed between Eenadu and Andhra Jyoti on readership, with a figure of 5,347,000 (NRS 2005 - R2). The climb seems to be across the board, as one sees from Andhra Bhoomi’s circulation. The Telugu daily from the publishers of the Deccan Chronicle rose to a circulation of 102,517 in the July-December 2005 period (ABC again), from its 83,772 mark in the same period in 2004. In the first half of 2005, it had a circulation of 96,675, says ABC.
With Vaartha, too, admittedly focusing on the urban centres now, it will be an interesting summer in Andhra.
Andhra Jyothi stirs up Telugu daily market with glitzy supplements, marketing promotions