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Today riding on home distribution system for circulation growth

20-November-2002
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Today riding on home distribution system for circulation growth

The India Today Group's afternoon newspaper Today published from Delhi is tapping the home distribution system to increase its circulation. On the ad front, Today has taken the special supplement route to boost-up the advertising revenue.

Speaking to exchange4media, Today's Publisher Kalli Purie confidently declared that the 6-month plus old newspaper is doing well with a circulation of 51,000-55,000 copies per day. "Launched in September, our home distribution scheme based on the same principles as Tupperware and Amway accounts for the sale of almost 9,000 plus copies via this subscriptions route. This route has never been used by any afternoon paper in India," she says.

Recently, a survey was conducted by the newspaper to gauge the readership behaviour. Its finding indicate that 35% of the newspaper is sold through bulk deals and traffic red lights account for another 33%. The newsstands generates 17% sale and rest of 15% belongs to home network. The newspaper has a penetration of 52% in the south and 18% in the west of Delhi. Purie justifies this south concentration as she says, " Majority of our readers belong to 18-35 years age group who look for refreshing change in life with plenty of shopping power. That's why you see advertisers like Samsung, Tata Teleservices, Maruti, Whilpool etc. on Today so regularly."

The lady in a hurry to make Today a successful brand has changed the printing press and replaced the editor too in a short period of six months. Based on the feedback even the content has undergone major changes to make it more localized to meet the demands of the readers. Purie says, "We have added more city specific news to provide information which is more closer to the heart of our readers. Number of special supplements on subjects such as wedding etc. have also been carried out which are very well accepted in the market."

Though Purie refused to admit but Today might spread out to other cities including Mumbai, Chennai and Calcutta and even come out with vernacular languages editions in future if things go well!

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