An Indian Market Research Bureau (IMRB) readership report gives Dainik Bhaskar much reason to cheer in the Punjab market. According to the study, the paper’s readership stands at 3.18 lakh in Jalandhar and Amritsar, giving it lead over competition.
Dainik Bhaskar was launched in Punjab in September last year with a subscription of 1.76 lakh copies, which has now gone up to 2.1 lakh copies. An official communiqué stated, “Bhaskar has more young adults readers in the age group of 20-34 years and also the mature readers in the age group of 45+, where the habits and choices are tougher to break. In case of graduates, too, Bhaskar has 95,000 readers compared to just 67,000 of Punjab Kesari.”
Peter Suresh, GM, Bhaskar Group, said, “Readership surveys are the benchmarks of the key deliverables of a newspaper. We have decided to conduct a readership research as IRS and NRS will have reported us at a far later stage. In this research, we have involved our clients and agencies at every stage providing opportunity for rider questions, back-checks and validation.”
Suresh further said, “Some of the clients have added brand / category questions which have thrown some interesting brand ownerships insights, which help us in further understanding the market. Our readership profiles cover all spectrums of the society.”
Dharmendra Atri, GM Punjab, Bhaskar Group, said, “The taste of success is always felt best by the team that has been on the ground. For us it’s a great feeling to see quantified growth. A huge team conducted door-to-door contacts covering the entire area in a meticulous way. It just proves that success is gained inch by inch, all efforts have to work in synergy and more so because for Bhaskar research is an integral part.”