Tamil daily Dinakaran has regained its No. 1 position. According to the latest ABC results released on March 10, 2010, Dinakaran has widened the gap with its nearest rival, Daily Thanthi, by 43,346 net paid copies. While Dinakaran has a net paid circulation of 1,235,220 copies, Daily Thanthi has a circulation of 1,191,874 copies (Source ABC, July-Dec, 2009). As per the report, Dinakaran has registered a growth of 9 per cent, while Daily Thanthi has a 5 per cent growth.
The No. 1 position is not alien to the Kalanidhi Maran-promoted Tamil daily, which had overtaken the long-time market leader Dialy Thanthi in 2006 (ABC report for the period July-December 2006). However, last ABC, January-June, 2009, put Daily Thanthi ahead of Dinakaran by 2,998 copies. According to ABC, January-June, 2009 data, Dinakaran had a circulation of 1,134,406 copies, while Daily Thanthi had a circulation of 1,137,404 copies.
However, Daily Thanthi still is ahead of Dinakaran in certain key markets. For example, in Bangalore, Dinakaran has a net paid circulation of 48,719 copies, while Thanthi is selling 55,436 copies. Similarly, in Chennai, while Dinakaran sells 275,397 copies, Thanthi sells 354,642 copies.
In the Mumbai, where both the dailies ventured in 2008, Dinakaran has a circulation of 19,059 copies, while Daily Thanthi has a circulation of 16,899 copies. In Delhi, Dinakaran has a circulation of 1,876 copies. Daily Thanthi does not have an edition in Delhi.
Elated over the breakthrough that Dinakaran has achieved, RMR Ramesh, COO, Dinakaran, said, “Now, we want to be No. 1 and the largest newspaper in South India. I want to do what Sun TV did in the television space. I want to make Dinakaran synonymous with newspaper. We slipped to the No. 2 position in the last ABC. I don’t want that to happen again. We have worked harder, changed our strategies and attempted different strategies to reach where we are today. And I want to hold on this spot henceforth.”
Dinakaran launched three new supplements recently for weekend leisure reading and is planning to launch one more supplement targeting young readers shortly. Diversified media group Sun Network had bought out the Dinakaran Group in 2005 and re-launched the paper last February and brought down the cover price to Re 1, which was later increased to Rs 2.