IRS 2011 Q2: New markets & fortifying base boost dailies' readership
Leading dailies have seen substantial surge in readership over the last two years. Lintas Media Group & e4m analyse what contributed to this growth.
Leading dailies such as Dainik Bhaskar, Hindustan, Amar Ujala, Malayala Manorama and Lokmat have seen a substantial surge in their reader base over the last two years. Dainik Bhaskar grew 10 per cent, while Hindustan grew 29 per cent over the last two years. Amar Ujala has seen a growth rate of 9 per cent, while Lokmat has seen its readership base go up by 12 per cent in two years. Malayala Manorama grew by 12 per cent in two years.
Lintas Media Group and exchange4media Group probe the reason for growth in these dailies.
It was observed that there has been no major increase in editions across these dailies for the analysis period. The growth could be led by increase in existing reader base from the markets where they have strong foothold or the newspaper’s strategy to stretch their reach and venture out into new markets.
The top three markets that have seen growth for Dainik Bhaskar is Rajasthan, Madhya Pradesh and Delhi. While traditionally, MP has been the home ground for Dainik Bhaskar with a 24 percent growth over two years, it is Rajasthan which has been the driver for their overall growth. Rajasthan contributes highest to absolute readership of Dainik Bhaskar. The daily has contributed 18 percent growth in Delhi. Two markets witnessed a loss for the newspaper- Uttar Pradesh (37%) and Himachal Pradesh (47%).
Hindustan has grown phenomenally in UP and Jharkhand with 64 percent & 42 percent growth. Bihar also reaped out a growth rate of 12 percent. However, Hindustan’s readership over two yearsdeclined in two markets – Haryana and Delhi with 22 per cent and 9 per cent, respectively.
With a positive growth in Uttar Pradesh, popularity of Amar Ujala also grew in Himachal Pradesh and Chandigarh registering 21 percent and 15 percent rise, respectively. Meanwhile, the daily seems to be losing grounds in Punjab (69%) and Jammu & Kashmir (21%). It also faced disappointment in Delhi with 18 percent followed by Haryana with 9 percent.
In case of Lokmat, the growth has been primarily organic – increase in reader base from existing markets i.e. Maharashtra. They have been expanding their reach in Goa over the last two years. In total, Lokmat has registered a growth rate of 12 percent.
Except for Kerala which has been the home ground for Malayala Manorama, the publication has seen de-growth in their readership base in Tamil Nadu (43%), Maharashtra (23 %) and Karnataka (39%). Delhi saw a marginal growth of 8 percent.
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