“Media Market Guide depicts clear demographics of India”
The guide is useful to marketers as it helps market prioritisation basis state population, says Sandeep Sharma, President, RK Swamy Media Group
RK Swamy Media Group has published the 11th edition of its popular Media Market Guide for the year 2011-12. The comprehensive pocket handbook is a valuable and handy reference guide across the advertising and media industry.
The Media Market Guide offers relevant information on media and markets in a lucid and easy-to-use format. The guide contains market demographics, audience description and information on various media. There are sections that talk about penetration and usage of products. Important information compiled from various sources is given in the form of snippets for quick reference.
“In a simple format, Media Market Guide gives a clear demographic picture of the country, allowing market prioritisation basis state population, towns exceeding population by a million, pop strata, MHI, SEC, age, and population relative to other big cities across the world. Each mass media has been captured in terms of its current state of evolution and the future it holds as a medium of advertising and its ability to deliver reach,” said Sandeep Sharma, President, RK Swamy Media Group.
“In case of print, it explains the dichotomy of stagnating readership versus rising circulation. In case of television, the rapid rise of DTH and its impact on rural TV viewing is explained; so is the decline of Doordarshan which was obvious but is so apparent now. Radio section captures the fact that only through new licensing of FM radio stations can the reach of the medium be increased,” he further explained.
Media Market Guide also clearly focuses on the rural markets insights. In spite of high product penetration, rural markets still qualify as media dark area; media reach is still less than the penetration of certain products. This is where non-conventional media, as in fairs and festivals, steps in. The Media Guide provides such opportunities across states by month. This clearly shows that integrated media campaigns are today possible by bridging reach gap using a combination of conventional and non-conventional media, said Sharma.
All information in the guide has been aggregated seamlessly from qualified syndicated research and each section has been updated by experts with significant experience in that domain, shared the company.
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