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Reader promotions help Hindi Dailies mop up sales

06-March-2002
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Reader promotions help Hindi Dailies mop up sales

Once sleepy, regional print medium is getting aggressive. The need, too, is urgent. Regional television channels are making rapid inroads and the battle for supremacy, amongst peer publications, is keen. Key Hindi language titles, Dainik Jagran and Amar Ujala, are using Reader Promotions to gain visibility and circulation.

Amar Ujala, riding the recent political election plank, mounted a multimedia campaign promised readers, “You will win.” “You will win” was a simple yet effective ploy to cajole readers to participate in a quiz that was built around election trivia. Print ad, SMS and social messages on news channels seem to have worked with publication claiming over 4 lakh participants.

Arch rival Dainik Jagran, adopted a little different route involving readers through a coupon-based promotion. Readers had to collect, paste and send ‘coupons’ that appeared through out the month in their newspaper. Then, they had to answer a few questions and hope to get lucky. This promotion ran for three months. “The scheme was novel and it involved people from all age groups. The response was, indeed, overwhelming with over 6,40,139 entries for the January draw from across the centers,” says Alok Sanwal, Manager- Brand Development at Dainik Jagran. And with goodies like Maruti Esteem thrown in, readers weren’t complaining!

With high stakes (and spends), have these promotions achieved tangible results? Both publications claim that they have managed to give the circulation a fillip. “The promotion has not only increased the visibility but also our print order” Says Sanwal.

As reported in exchange4media special report, Hindi newspaper readership universe has grown the highest (4.6%) while almost all languages have suffered from stagnation. With leading print titles getting aggressive and multiplying their editions rapidly, one has come to expect this. Are other language dailies listening!

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