Deccan Herald and Prajavani, published by the Printers (Mysore) Private Limited, are gunning for growth on numbers. In a step towards this direction, D B Dutta, GM (Advertising) of the group, has been elevated as GM (Marketing). He will now handle the advertising and circulation functions for the group.
Dutta, who moved in from ABP, Kolkata, around two years ago, is bullish on the Karnataka market. Speaking to exchange4media, he said, “In a market like Karnataka, there is a huge potential lying untapped. We have been growing consistently but soon you will see a lot more initiatives, innovations and promotions to boost the numbers of both Prajavani and Deccan Herald. The media business has become very aggressive. You need to understand customer needs and advertiser needs today to grow.”
Deccan Herald and Prajavani enjoy circulation figures of 1,61,232 and 4,48,583 respectively (July – Dec, 2004: ABC). The growth trajectory has been steady for both from figures of 1,52,908 and 3,43,841 respectively for the previous six months (Jan – June, 2004: ABC).
The new GM Marketing, who will continue to report into JMD K N Tilak Kumar, said there is scope for increased growth. “I think in a market like Karnataka, we would look at a figure of two and two and a half lakhs for Deccan Herald and five and a half to six lakhs for Prajavani, ” he said.
In the Karnataka market, the leading English daily is the Times of India, with a circulation of 3,46,761 lakhs and the leading Kannada daily is Vijaya Karnataka, with 6,26,279 lakhs (Both July to Dec 2004, Source: ABC). Deccan Herald and Prajavani, are both at second place in the market in terms of circulation.