The International Newspaper Marketing Association has released the ‘Connecting with Readers: Best Practices in Newspaper Subscriber Acquisition and Retention’ report, and Dainik Bhaskar has been picked as one of the top 50 news companies to acquire and retain newspaper subscribers.
Dainik Bhaskar is the only Indian newspaper to be a part of this Top 50 achievement. The study was compiled by Claudine McCarthy, freelance writer from Florida, and was edited by James Khattak, Project Manager, INMA. The booklet was released in March 2007 and samples the industry’s best ideas for acquiring and retaining newspaper subscribers.
According to the study, Dainik Bhaskar offered a value-added benefit to increase the circulation of the newspaper and launched its ‘Combo Offer’ promotion. As part of the offer, subscriptions to the newspaper would include two options: either the offer of two discounted monthly magazine subscriptions, or a book from a given list at discounted rates. Magazine choices included ‘Aha Zindagi’ on positive living and ‘Grihshobha’, a woman’s magazine. Choices in books included the Harry Potter series and some others that dealt with behavioural sciences. The Combo Offer was promoted through three in-newspaper advertisements.
As a result, the circulation of the newspaper increased by 18,000 through an increase of 19 per cent after the promotion. The current circulation is 94,000 in Indore, as per ABC figures from January to June 2005.
Sanjeev Kotnala, Senior GM, Brand Communications, Bhaskar Group, said, “The Bhaskar Group demonstrates its success in enhancing subscription. The Indore example is a perfect demonstration of this strength. Being the only Indian newspaper in the INMA Top 50 ‘Connecting with Readers: Best Practices in Newspaper Subscriber Acquisition and Retention’ is no mean achievement and we are very glad to be recognised.”
INMA is a non-profit organisation that promotes marketing principles within the newspaper industry and has 1,100 members in 65 countries. INMA sponsors four websites, which include the INMA website (www.inma.org), The Newspaper Industry (www.newspaper-industry.org), Revista Ideas-Online (www.revista-ideasonline.org), and La Industria del Periódico (www.periodicosonline.org). INMA also attempts to advocate a progressive view of marketing to newspaper publishers and other press associations.