Top Story

Home >> Media–Print >> Article

ABC figures put Anandha Vikatan as number one Tamil weekly ahead of Kumudam

28-March-2005
Font Size   16
ABC figures put Anandha Vikatan as number one Tamil weekly ahead of Kumudam

Tamil weekly Anandha Vikatan has gained the number one position in the segment from Kumudam, with an increase in circulation of 78,564 copies over the last six months, according the ABC figures for the period July to December 2005.

Anandha Vikatan circulated 4,30,534 copies in the July-Dec 2004 period, as against 3,51,970 copies in Jan-June 2004. The growth of 78,564 copies was brought about by a conscious campaign to boost circulation, according to B Srinivasan, Joint Managing Director of the Vikatan Group. Kumudam too has gained, but by a lesser number, moving up from 4,00,165 copies in Jan-June to 4,22,141 copies in July-Dec 2004.

Speaking to exchange4media on the rise in circulation for the weekly, Srinivasan said, "Even when we were not leading in terms of sheer numbers, we have always been seen as number one by readers and advertisers on our content, presentation and other factors. We decided then that there has to be a marketing effort to push the good content that we have."

The company allocated 10 per cent of its revenue to marketing efforts in 2004. The effort manifested itself in the form of an audio-visual and point-of-purchase campaign, which ran up to Rs 3 crore in the last six months. The weekly was also made available at more outlets through a completely overhauled marketing distribution strategy, increasing its reach by over 25 per cent, according to the spokesperson. He added that the television and radio campaigns were focused on Sun TV and Suriyan FM, with TV taking up nearly 80 per cent of the spend. The point-of-purchase material is estimated to have cost the company close to 10 per cent of its budget.

"We focused ourselves as an FMCG company, and tried to reach out to the deepest pockets. After people tried our magazine, many of the readers have become buyers. The efforts have paid off," added Srinivasan. Interestingly, price does not seem to have been a factor in the Tamil weekly market, with Anandha Vikatan being priced higher than Kumudam by a rupee. Currently, Anandha Vikatan is available off the stand at Rs 8, and Kumudam's listed price is Rs 7, according to their ABC certification.

The weekly has also been engaged in having its content and distribution teams visit outlets together, over the last two years. While the content team quizzed the markets on the magazine's reach, marketing and distribution, the marketing team gathered insights about the content. "This was then employed to fine tune the content to give the readers what they wanted, and the partnership initiative between the marketing and content teams will continue into the future also," said the spokesperson.

The IRS R1 2005 figures, though, paint a slightly different picture. While Ananda Vikatan's readership was pegged at 20.20 lakhs, Kumudam's readership in the same period was 27.11 lakhs. Srinivasan said, "I believe that there is something wrong in the methodology as far as readership surveys go. We know that Anandha Vikatan is read by at least two families of five members each. This does not reflect at all in the readership surveys."

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity