Inspite of big stories, Newspaper readership remains stagnant <br>Indian Readership Survey 2001, Round 2
IRS 01R2 reports no growth in newspaper readership compared to the earlier round (IRS 01R1). The total gross readership*, across all newspapers, grew by just 1.4% (total gross readership-22.55 crores). This 'growth' is insignificant because the total population is also reported to have grown by 1%.
Looking at Language of publication, data reports some growth in Hindi (4.6%) and English (2.7%) language readership. Infact, it is a modest growth in Hindi readers that have prevented the overall readership from plunging into negative growth rate. Hindi readership, accounting for 33% of readership universe, saw a modest growth of 4.6%. This growth was primarily due to healthy growth rate registered by Dainik Bhaskar (15%) and Dainik Jagran (15%). Both newspapers have recorded over 1 crore readers.
Our typical marketing budget is usually 10 per cent of the topline spend