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IRS 03-04 R1: TOI leads in Delhi, Divya Bhaskar in Ahmedabad

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IRS 03-04 R1: TOI leads in Delhi, Divya Bhaskar in Ahmedabad

IRS 03-04 R 1 (Round 11) is out. Data for Round 10 came in May 2003. For the first half of 2003, no data was presented as MRUC had started working with the new research agency – Hansa Research and the markets were being closely observed and understood.

As per the data that was sent across to the publications yesterday morning – Times of India leads in New Delhi with a readership of 1647 thousand. Readership of Hindustan Times is 1542 thousand. At number three, as far as English dailies are concerned, is Economic Times with a readership of 171 thousand. Interestingly, in South Delhi, Hindustan Times is ahead of Times of India.

Another interesting market to consider is Ahmedabad — where Divya Bhaskar with a readership of 984 thousand, is ahead of Gujarat Samachar (939 thousand).

A look at the top 10 dailies (All India – urban + rural) now:

* Dainik Jagran leads with 15722 thousand readership

* Dainik Bhaskar (excluding Nagpur edition) — 13614 thousand

* Malayala Manorama - 9064 thousand

* Daily Thanthi – 8871 thousand

* Amar Ujala – 8597 thousand

* Eenadu – 8145 thousand

* Mathrubhumi – 7421 thousand

* Hindustan – 7387 thousand

* Times of India – 7235 thousand

* Rajasthan Patrika – 5990 thousand

On to the magazines (All India – urban+rural):

* Saras Salil leads here with a readership of 6981 thousand

* India Today (Hindi) – 4314 thousand

* India Today (English) – 4188 thousand

* Grihshobha – 3757 thousand

* Vanitha – 3270 thousand

* Pratiyogita Darpan – 2743 thousand

* Readers’ Digest – 2566 thousand

* Filmfare – 2542 thousand

* Meri Saheli – 2405 thousand

* Sarita – 2189 thousand

Last evening, exchange4media caught up with the number 1 and 2 dailies.

Shailesh Gupta, Director, Advertising, Dainik Jagran is elated at being yet again right at the top. “It feels fantastically good,” states he. When asked about the reasons for being right up there, he expresses, “At the end of the day it is great content, supported by excellent marketing awareness and hands-on experience that we have. We are ahead in both urban and rural areas this time around.” As for the future plans, says he, “Right now it is consolidation time. We, nonetheless, plan to grow and for that we would launch more editions. Nainital edition is on the cards right away. As you are aware, we have just launched Ludhiana – and seen exponential growth in Punjab.” As the leading newspaper of the country, what is Dainik Jagran’s responsibility towards its readers and advertisers? “Responsibility towards readers is to provide them best possible content at a very economic price and towards advertisers, it is to provide best value for money solutions to them,” replies Gupta.

As for Dainik Bhaskar, Girish Agarwal, Director Marketing, Dainik Bhaskar states, “At the outset, let me mention that readership of our Nagpur edition is not taken into consideration in this round of IRS. I am not saying that it would have made us the market leaders, but it would have shown a good increase in readership.” He adds, “All the markets we operate in, we are number one – be it Rajasthan, Madhya Pradesh, Haryana or Chandigarh. There is no other newspaper in the country which can claim the same.” He attributes the growth of the paper to editorial input, which makes us deliver what we promise to readers and advertisers.’

And, does he have anything to say as far as Divya Bhaskar’s performance in Ahmedabad is concerned? “Yes, of course”, states Agarwal, “We have been number one in Ahmedabad right from the day of the launch. People raised doubts even when AC Nielsen survey showed us to be on the top stating that it was a syndicated survey. Now IRS data is here and it speaks for itself.”

He adds, “We will never make any claims without being sure about it. The advertisers who trusted us and believed us have already reaped six months of benefit, as we were very economical. Now they will come on board at our price and not theirs.”

“Success in Ahmedabad was not a fluke. We were confident and prepared. We would repeat it in Surat,” is his parting shot.

Watch this space for more news and views on IRS 03 –04 R1.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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