Daily Thanthi, the No.1 newspaper in Tamil Nadu and Pondicherry will also follow in the trend of advertising itself to accentuate its strengths. According to IRS figures [Round 9], Daily Thanthi beats competition with a formidable 88 lakh readership. It is followed by Dina Malar (38 lacs), Dinakaran (16 lacs), Dinamani (15 lacs) and Malai Malar (11 lacs).
According to R.Vijay Bobby, Chief Manager - Marketing, Daily Thanthi, "Figures reveal that most dailies have lost out on readership. In such a scenario, our readership has increased". He also added that though nothing had been formalized, the focus would now be on trying to let people know about this feat. He exuded, "Talks are on with agencies, as we are thinking in terms of extensive ad campaigns to publicize the fact that Daily Thanthi's readership has been on the constant rise".
A leading daily for about 4 decades, Daily Thanthi has been in the limelight off and on for its achievements. At one time it was the only Tamil daily to have crossed the 6 lakh mark in circulation [ABC, 2001]. As per IRS 2001, Daily Thanthi outscored the leading English daily in most quality segment categories such as Education (SSC and above), Monthly Household Income (Rs.3000+) and Upper two Socio-Economic Classifications.
Being the most cost-effective medium, Daily Thanthi also proves to be a haven for advertisers. According to the media director of a top agency, the regional media in Tamil Nadu doesn't suffer from any bias, like in other regions. He explained that brands advertise in the markets that they function in. So if a big National brand needs to reach its prospective buyer he will advertise in the regional media, if his target group follows that particular medium. Apart from being cheaper, regional dailies like Daily Thanthi reach a vast segment of Tamil population. He also added that the concept of the upper strata of society patronizing the national media was just a myth. While top-notch professionals read dailies like the Hindu and watched channels like Star and Zee, they also needed their Daily Thanthi and Sun TV.
However the problem with regional dailies seems to stem from the fact that they don't market themselves properly. And now, with Daily Thanthi taking on this big step, perhaps media planners in Tamil Nadu will be forced to consider one more options; the regional media.