Dainik Jagran, Hindustan Times and Mint have emerged as the toppers in the Hindi Newspapers, English Newspapers and English Business Newspapers category, respectively, in the latest Pitch Media BrandOmeter study.
The study is based on the perception of media planners/ buyers about media brands in India, and how they evaluate media brands based on six different parameters: Media Delivery (has numbers and offers good deal/ rates, value adds), Professionalism (ethical, transparent, sticks to commitment), Innovation (innovative and offers customised solutions ensuring maximum visibility for the brand), Servicing Ability (quick response time and accessible), Sales Team’s Knowledge (about media environment and advertiser/ brand need) and Relationship (mutual trust, comfort level).
While, we carried the Television rankings on November 22, 2010, today we bring the overall rankings of the Newspaper Industry. Watch out this space on November 24, 2010 for Radio.
Hindi: Overall scores improve
Amidst Hindi Newspapers, Dainik Jagran managed to get the maximum absolute score of 724, up from 636 last year. It also managed to move up two ranks. The biggest jump has been made by Rajasthan Patrika, which has moved up to the second position from No. 6, last year, with an absolute score of 716, up from 610 last year. Navbharat Times, too, has moved up one spot to the third position with an absolute score of 705 (633 last year).
Amar Ujala, which though has improved its absolute score to 703, from 638 last year, has slumped down to the fourth position from No. 2 last year. Meanwhile, Hindustan is perched at the No. 5 spot, with an improvement in its score to 660 from 631 last year. The biggest tumble though, as far as rankings are concerned, has been made by Dainik Bhaskar, which though has improved its score from 639 last year to 660 this year. Punjab Kesari is way behind with an absolute score of 556, with no gain or fall in its rankings (at No. 7).
Dainik Jagran is also a leader across Media Delivery and Innovation. While Navbharat Times takes the lead on Professionalism, Rajasthan Patrika is preferred for its Servicing Ability. While Amar Ujala might have fallen on the overall rankings table, it knows how to maintain Relationship and is preferred for its Sales Team’s Knowledge. For further details, read the upcoming issue of Pitch.
English: Not too many shakes
Barring The Telegraph, all major English newspapers have managed to improve their absolute score in the English Newspapers category. There aren’t too many shocking ups and downs as well in the category, except The Telegraph, which has fallen to the tenth position, from No. 2 last year. It has also lost on its score, down to 634 from 688 last year. Hindustan Times, in the category, has maintained the lead with an improved score of 745 from 702 last year. Mid-Day at No. 2 spot moves two ranks up, with an absolute score of 723 (644 last year). The Times of India, too, has improved its absolute score, up from 644 last year, to 719, and is at the third spot, with no gain or loss in the rankings. DNA, too, has improved its absolute score tremendously, up to 707 from 594, and has moved up three ranks to No. 4. The Hindu is at No. 6, losing out to Deccan Chronicle, which is at No. 5 this year. Meanwhile, at No. 7, No. 8 and No. 9 are three new entrants: Mumbai Mirror, Deccan Herald and The Tribune, respectively. Indian Express, as a result, has been pushed down to the No. 11 position, down from No. 8, even though it has improved its absolute score to 626 from 512 last year.
Hindustan Times is also a leader across four of the six parameters: Media Delivery, Servicing Ability, Sales Team’s Knowledge and Relationship. Not surprisingly, The Times of India is a leader on Innovation. Meanwhile, The Hindu tops the Professionalism chart.
English Business: The rise of Business Standard
In the English ‘pink’ category, Mint has retained the No. 1 spot, improving its score by one point, up to 744. Meanwhile, it’s the leader across Media Delivery, Innovation and Servicing Ability too. Business Standard is at No. 2, beating Economic Times, with an absolute score of 731, up from 614 last year. It has managed to ride high by topping the charts on Professionalism, Sales Team’s Knowledge and Relationship. Economic Times, too, has bettered its score from 657 last year to 676.
The sample size was asked to rate the six parameters as Critical, Important, Not So Important, and Irrelevant. Amongst all the parameters, Media Delivery gets the highest points as 54 per cent of the sample size finds it to be critical, as against 60 per cent last year. Next on priority is Professionalism, which is found to be critical by 48 per cent of the respondents, as against 43 per cent last year. Servicing Ability, too, is critical for 38 per cent of the respondents. The parameter was critical only for 26 per cent respondents last year.
Meanwhile, Innovation is important for 68 per cent respondents, but is critical only for 23 per cent. Sales Team’s Knowledge, too, is in demand, with 21 per cent respondents rating it as critical. Last year, only 14 per cent found it critical. Relationship has taken a beating, with only 8 per cent finding it critical, as against 13 per cent last year. The reasons for Media Delivery and Relationship taking a beating could be assigned to the economy coming out of the slowdown, as people last year were only looking for numbers and making deals on Relationship. However, with the economy back in action, media planners and buyers are looking for more than delivery.
The study has been conducted by Annik Systems on behalf of Pitch, the leading monthly on marketing from the exchange4media Group.
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