Thanthi loses circulation war to Dinakaran

The Tamil daily Dinakaran has overtaken the long-time market leader Daily Thanthi in the latest ABC sweepstakes for the July-December 2006 period.

e4m by Judy Franko
Published: Feb 23, 2007 7:49 AM  | 2 min read
Thanthi loses circulation war to Dinakaran

One year after the relaunch, under the Sun Network banner, the Tamil daily Dinakarna has overtaken the long-time market leader Dialy Thanthi, says the latest ABC (Audit Bureau of Circulation) report for the period July-December 2006. The ABC data put the circulation of Dinakaran at 9,00,657 a day, while the traditional market leader Daily Thanthi registered a growth of 21,520 copies at 8,54,499 copies per day during the period. The ABC released the results on February 8.

Another leading daily Dinamalar saw a mild dip in its circulation at 5,76,946, against the figure of January-June 2006 when it ran 5,98,886 copies a day, showing a drop of 21,940 copies.

The diversified media group Sun Network bought out the Dinakaran group in 2005 and it re-launched it last February and brought down the cover price to Re 1, which was later increased to Rs 2.

When contacted, Daily Thanthi group Chief Manager, Marketing, Skandraaj said, “Advantage for the Dinakaran is its lower cover price. Sometimes back when its cover price was at Re 1, it claimed a circulation of 15 lakh. But now its cover price is Rs 2 and the ABC has given a circulation of only nine lakh copies that falsifies Dinkaran’s own earlier claim.’’

He further added, “Though Dinakaran launched with a cover price of Re 1, we did not reduce our price and the paper is still priced at Rs 3 on weekdays and Rs 4.50 on Sundays. Also our circulation hasn’t seen a drop, on the contrary it’s rose by some 22,000 copies and we believe that people are ready to pay some extra money if you give good content. The fact that we’ve grown is certified by ABC itself.”

Daily Thanthi had print run of 8,32,979 copies a day, during the January-June 2006 period (ABC report), and the latest ABC figure puts its circulation at 8,54,499, Skandraaj pointed out, and claimed, “that means we’ve grown and are growing still.”

Attempts at eliciting a comment from Dinakaran Publisher and Editor RM Ramesh did not yeild any result. Similarly, Dinamalar Advertisement Manager R Rangarajan also could not be reached.

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