IRS 2010: Hindi-publication results analysed

Following the result of IRS, Adgully's first IRS-specific report centred on regional publications. Now, we talk about the Hindi publications, their reach and reactions from industry insiders. Come to think of it, there is no surprise really. The positions have more or less remained constant and Dainik Jagran finds itself topping the charts. Dainik Jagran has not only trumped every other Hindi daily, but has also managed to maintain its stronghold as the top ranking newspaper across the segments, in terms of readership.

In the Hindi daily category, Dainik Jagran was way ahead of the competition. Dainik Bhaskar, a proud daily occupying the second spot with a readership of 133.29 lakh, was close to 30 lakh behind Dainik Jagran in readership. Nonetheless, Dainik Bhaskar has experienced a steady growth and has increased its readership to 133.29 lakh, up 4.49 lakh from 2009.

It is a close battle at the bottom end of the top-ten chart with Nai Dunia, Hari Bhoomi and Navabharat slugging it out by grabbing each other by the scruff of their necks. Navabharat has a readership of 14.37 lakh while Hari Bhoomi and Nai Dunia enjoy readership figures of 13.55 and 12.79 lakh respectively. Navabharat, however, grew by the smallest percentage out of all the listed dailies as its 2009 figure was 14.06 lakh.

Hindustan, Amar Ujala and Rajasthan Patrika were other top players while Punjab Kesari and Navabharat Times managed average numbers.

In the Hindi magazines slice, fortnightly publication, Saras Salil retained its position as the most read Hindi magazine while Pratiyogita Darpan was second. In a surprising development observed this year, two of leading Hindi magazines experienced a decline in readership. Weekly publication, India Today and monthly magazine Grih Shobha registered a loss in their readership number. Despite the fall, India Today maintained its number three position while Grih Shobha was fifth overall in this category.

Meri Saheli and Grehlakshmi were other gainers and were fourth and seventh respectively in the top-ten chart and comic publication, Champak, did well to take up ninth position. Sarita with a readership of 7.45 lakh was tenth.

In an exclusive interaction with Adgully, Arvind Kalia of Rajasthan Patrika said, "On the basis of its qualified journalism and instant connect with its readers Patrika group has successfully raised many issues concerning the citizens. Things that work best for Patrika group are primarily its transparent editorial policies, strong product, ethical group philosophy and a reader friendly approach. The fearless journalism and quality editorial has brought Patrika group among front-runners in the India."

Sharing expansion plans designed by Patrika Group to spread their roots to Chattisgarh and beyond, Kalia was upbeat about the holistic approach and elaborated upon the issue of expansion by saying, "We are further strengthening ourselves and have been diversifying at the level of a 360-degree media solutions provider. As 360-degree media we are operating our own event wings, outdoor divisions, Radio operations, cable business etc. which include web portal, yellow pages, Mobile value added service, Publications, and many other progressive ventures."

Sanjeev Kotnala of Dainik Bhaskar had an elaborate talk with Adgully wherein he gave numbers that clearly proved the dominance the group enjoys in the country. Kotnala said, "Nationally Dainik Bhaskar has grown by 3.5% . adding 4.5 Lac readers taking its reader base from 1 crore 29 lac to 1 crore 33 lac readers. Divya Bhaskar and Dainik Bhaskar, the flagship Gujarati and Hindi newspapers of the group has collectively grown by 2.2% % adding 3.62 lac readers. This takes the readership of the group from 164.80 lac to 168.42 lac and is the Largest newspaper group of the country."

Talking of individual market zones, Kotnala identified Haryana and Rajasthan as being immensely lucrative. "Dainik Bhaskar in Madhya Pradesh has grown by 6.6% in readership as per the latest Indian readership Survey ( IRS 10 R1) while the readership in Jaipur grew by 5%. Overall, in Rajasthan, Dainik Bhaskar has added more than 3 lac readers, growing by 5%. Dainik Bhaskar in Haryana has grown by 6% adding 75,000 new readers. This takes the readership base of Dainik Bhaskar in Haryana from 13.15 lac to 13.90 Lac and is the Number 1 newspaper of Haryana."

Kotnala said the IRS Report is the only relevant data point available currently to media owners, advertisers and planners to make there decision. He concluded by praising IRS and its decision to come out with quarterly results. "Being a quarterly report it is bound to enhance its usage. At the same time it will give media houses indicative trends far in advance," he said.

Adgully spoke exclusively to Anant Nath, Director, Delhi Press and asked him to share his views about the latest IRS Report. This is what he had to say ' "We doubt the basic methodology of the survey and went ahead and filed a case against MRUC. Though in the latest report we have top positions among the Hindi magazine category but we do not want to react on this."

Talking of the quarterly-release format of the IRS hereon, and if the report helps in marketing their products, Nath said, "We are not very comfortable with the quarterly format of the report especially because of the manner the survey takes place.I feel MRUC is not taking the publisher into confidence and alienating them."

In an informal chat with Adgully, Atul Kapoor of Pratiyogita Darpan said, "In marketing print, among multiple components that integrates, IRS is one of the crucial factors that decide magazine's progress. It is always nice to see positive figures as this number reinforce that the magazine is doing well and growing. We have grown in number and we feel the time has come when marketers need to look at Pratiyogita Darpan to establish partnership to gain insight into the interests, behaviour of the 1.7 million readers of the magazine that plays a vital role in their lives."

Talking about the market dynamics and marketing structures within the print media, Kapoor shared his intelligent thoughts. He said, "In my opinion, media is still sold on influence not on facts and figures projected by IRS. It is strange but true that the major chunk of the pie is still cornered by the big publication houses and the deserving magazines, like Pratiyogita Darpan, are many a time deprived of the share they merit. So, by bringing quarterly figures, no major change is expected that can impact the ad flow. The positive side is that in today's changing environment, we will get opportunity to knock the marketers every quarter which will certainly help them recall and identify which magazines is doing well and growing."

Following this, we at Adgully thought it would be great to take an opinion of a veteran from the world of agencies and got talking to Harit Pant, GM, Vizeum Media India. In a one-to-one with Adgully, Pant spoke about the state of things as they are and said, "Alas, this (IRS) is the only currency so we will have to use. Mainly to buy a particular vehicle. But, I personally believe in putting a brand and the vehicle in a romancing mode ' their wavelength should match. For example, for a luxury brand, IRS would only throw a vague selection."

Commenting upon the decision to bring out quarterly results, Pant was all praises for the IRS body. "This (quarterly reports) would make the planning process robust because of having the latest data availability vis-à-vis the erstwhile half yearly trend. After having the Q2 round also in place the process would become more powerful and we can then gauge the shift effectively," he said.

In the 24 hours to follow, Adgully will bring you in-depth analysis and industry perspective on results of English publications. Keep a close watch on this space.