An ACNielsen ORG MARG conducted readership study, that estimates the readers in Agra city for various dailies, has given DLA 3.69 lakh average issue readers (AIR), and 4.97 lakh claimed readers (CR), making it the lead player in Agra.
DLA was launched in March 2007 as an afternoon Hindi tabloid daily from Agra, which has achieved daily sales of over 2 lakh copies. An official communiqué quoted: “The group commissioned ACNielsen’s services in July 2007 to estimate the readership in Agra. The study puts DLA ahead of its nearest competitor Amar Ujala by 48,000 readers, and is also ahead of Dainik Jagran by a margin of 1.62 lakh readers in the city of Agra.”
The research agency conducted this survey in Agra in July 2007 among a sample of 981 respondents, which is also inclusive of 150 interviews conducted in various shops and establishments. The remaining interviews were conducted house-to-house using stratified random sampling.
Ajay Agarwal, Managing Partner, DLA Group of Newspapers, said, “This survey would help DLA get its due place in the media plans for the nationally reputed brands in the ensuing festive season. Although DLA is already being used by some of the national advertising agencies in India, this survey would give the agencies full confidence in DLA’s delivery.”
According to the top line findings of ACNielsen’s study, 30.7 per cent of Agra’s universe (of 12 lakh people, aged 12+) can be reached through DLA. Amar Ujala delivers a reach of 26.7 per cent, and Dainik Jagran 17.2 per cent. DLA also measures well in other crucial readership segments. Forty per cent of Agra’s male and also 40 per cent of city’s aggregate SEC ABC can be reached through DLA. Eighty per cent of DLA’s readers are of SEC ABC, which makes the daily unique than other options in the city.
The daily alone reaches 26 per cent of city’s total teenagers, 37 per cent of the total prime youth segments of 20-34 years, and 34.49 per cent of the aggregate medieval age group of 35-44 years. DLA reaches 30 per cent of the total student community in Agra, 64 per cent of the entire shop owners in the city, and 51 per cent of the sum of all the businessmen and industrialists in Agra.
The product profile data of this new afternoon daily shows that while 49 per cent of its readers already own a mobile phone, and another 49 per cent intended to subscribe to new mobile phone services within a year’s time, can be reached by DLA alone. DLA readers are found in more than 50 per cent of Agra’s PC or laptop owning households, 57 per cent of Agra’s MP3 player owning households, 47 per cent of Agra's motorcycle owning households, 45 per cent of Agra's microwave owning households, 34 per cent of Agra's air conditioners owning households, 40 per cent of Agra’s car owning households, and 45 per cent of Agra’s washing machine owning households.
DLA Group of Newspapers also has plans to bring out more editions of the Hindi tabloid from other parts of Western UP and Delhi. Its English morninger called DLA would be launched in Agra on August 9. The Group is busy planning its content and lay-out. “The UP market lacks an English daily with a local flavour. Our own survey of the market has given us enough confidence that an English daily with local flavour would be hugely in demand in Agra,” said Hemant Anand, Director-Advertising, DLA Group of Newspapers.
“The city of Taj, the only P-1 market in UP with a population base of over
1.2 million, attracts over a million international tourist every year. Besides, the city has also been attracting a number of cosmopolitan professionals who are employed by the large industrial giants that have set up shop here. The city will be well served through its own English daily,” said Anand.
Currently, over 30,000 copies of English newspapers are sold here which come from Delhi and are mostly Dak editions, carrying stale news items.