As per the IRS Q3 2011 results, English dailies in Delhi have registered an Average Issue Readership (AIR) of 3,527,000 as compared to 3,546,000 in Q2 2011, a marginal difference of 0.54 per cent.
The dailies that have seen growth are – Mail Today, The Hindu, Indian Express, The Tribune, Business Standard, and Hindu Business Line.
And leading the pack once again is Hindustan Times, which continues to be the most-read paper in the Capital. The paper’s AIR for Q3 2011 stands at 1,929,000, as against 1,948,000 in Q2 2011, a difference of 0.98 per cent.
The Times of India is at No. 2 with an AIR of 1,888,000 in Q3 2011. The paper had seen an AIR of 1,910,000 in Q2 2011, a difference of 1.15 per cent.
Placed third in Delhi is Mail Today, which has seen a growth in its AIR – from 209,000 in Q2 2011 to 223,000 in Q3 2011, up 6.70 per cent.
Economic Times at No 4 has seen an AIR of 186,000 in Q3 2011 from 192,000 in Q2 2011, a difference of 3.13 per cent.
At No 5 and No 6 are The Hindu and The Indian Express, respectively. The Hindu has seen a growth of 18.58 per cent, having garnered an AIR of 134,000 in Q3 2011 as against 113,000 in the previous quarter. The AIR of Indian Express has jumped from 39,000 in Q2 2011 to 44,000 in Q3 2011, up 12.52 per cent.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
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