Strength of regional dailies lies in deeper penetration into rural areas: I Venkat, Eenadu
IRS Q1 2019: Venkat, Director, Eenadu Group, speaks on the ranking, growth of print and their projections for next year
The IRS Q1 2019 has witnessed the regional dailies adding 0.8 crore readers. The industry has added 0.3 crore of urban readers and 0.5 crore rural readers.
Telugu daily Eenadu bagged the 6th position in all-India ranking and has topped the Telugu daily list, but has seen a drop of 2.77 lakh in readership.
In a conversation with exchange4media, I Venkat, Director, Eenadu Group, spoke on the ranking, growth of print and their projections for next year.
“Eenadu has risen in the all-India ranking of AIR to 6th from the 7th position last round, though the readership has seen a drop of 2.77 lakh. Not much can be expected from this round of IRS as it is only one quarter of survey. The rest of the three quarters are from 2017. The readership of regional dailies has increased by 0.8 crore with rural contributing 0.5 crore. This shows the dominance of regional dailies in their respective markets,” said Venkat.
On the growth of print media
Print has been gaining readership in all rounds of the survey and this time is no different. Print has been gaining and has withstood the competition from TV in the 90s and will continue to do so in this digital era also. The reason for this is that newspaper reading is an age-old habit and cannot be wished away easily.
Print in the digital era
Print is a medium with strong editorial content and detailed coverage, and digital or TV cannot match it. The current survey has also shown an increase of readership of Hindi, regional and English dailies. And this is proof enough.
On the regional language publications
Regional language publications have been consolidating in their respective states/regions of operation. Their strength lies in the deeper penetration into the rural areas and this is proved time and again.
Growth in readership and advertisement sales
The rise in readership is always an advantage to the publications. Individual players can show this to their client/agencies. While this is a strength, there are many other factors affecting the rise and fall of ad revenues.
On print revenue growth compared to digital
It is a known phenomena that other mediums always cut into the print revenues, and digital is no different. Digital will grow. World over, it is projected that print will grow at single digit while digital is expected to grow manifold.
Projections for next year
We expect the next round to be stabilised and definitely we will see growth in readership across.
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