Friday, September 21, 2007

Newspaper Industry and DNA-India


The total number of registered newspapers, as on 31 March 2006 is 58,469.According to the National Readership Survey 2006,which takes a sample size of 2,84,373 house-to-house interviews to measure the media exposure and consumer product penetration in both urban and rural India – and of course the estimated readership of publications. The study covers 535 publications of which 230 are dailies and 305 are magazines. Some of the findings of the survey:
· The reach of the press medium (dailies and magazines combined) has increased from 216 million to 222 million over the last one year.
· As a proportion however, press reach has stabilized in urban India – at 45%. Press reach in rural India has also stayed the same at 19% -- needless to say, on a much larger population base. The number of readers in rural India (110 million) is now roughly equal to that in urban India (112 million).
· Dailies have driven this growth in the press medium, their reach rising as a proportion of all individuals aged 12 years and above – which is the universe defined for NRS – from 24% to 25%. Magazines have declined in reach from 9% to 8% over the last one year.
· The time spent reading has remained the same – at 39 minutes daily on an average per day over the last year. But there has been increase in urban India (from 41 to 44 minutes daily) and decrease in rural India (from 36 to 35 minutes daily).
· Press adds 7 million readers over the last year.
· Dailies continue to grow, adding 12.6 million readers from last year to reach 203.6 million while there has been a drop of 7.1 million magazine readers. It must be remembered that this refers only to mainstream magazines. A host of niche titles that continue to be launched regularly are not fielded and their collective readership estimate is outside the purview of the study.
· Over the last 3 years the number of readers of dailies and magazines put together among those aged 12 years and above has grown from 216 mn to 222 mn – a growth of almost 3% over last year.
·There is still significant scope for growth, as 359 million people who can read and understand any language do not read any publication. Of this 359 million, 68% read Hindi. It is not just affordability that is a constraint, since 20 million of these literate non-readers belong to the upscale SEC A and B segments.

About Daily News and Analysis (DNA)

Launched on July 30, 2005 in Mumbai, this English daily has already carved its niche in India’s financial capital, while editions from other cities are on the anvil. The very popular business section of the paper, DNA Money, has already broken ground in Indore as a standalone newspaper. Targeted at a young readership, DNA is the voice of Mumbai. Through news, views, analyses and interactivity, it provides readers with a composite picture of Mumbai and the world. Its interactive platforms seek to bring the reader and surfer at the centre of its news activity.
Diligent Media Corporation, which owns DNA (Daily News & Analysis), is a joint venture between two industry majors – the Dainik Bhaskar Group and Zee Group. With a reach of more than 120 countries and access to more than 250 million viewers globally, Zee TV has created strong brand equity and is the largest media franchise serving the South Asian diaspora with presence in major global markets, including Asia-Pacific, the Middle East, the UK, the US, Canada, the Caribbean and Africa. The Group has transformed itself into an integrated media conglomerate with operations spanning the entire media spectrum.

Daily News & Analysis (DNA) continues to report strong growth in readership in Mumbai, if one compares the latest National Readership Survey (NRS) results for 2006 with the earlier Indian Readership Survey released in April.
The NRS numbers show that DNA’s readership has increased by 1,16,000 over the April IRS figures. This is the largest increase (29%) for any general English newspaper in Mumbai. Though the two surveys use different methods to arrive at readership figures, the broad trends are indicative of changing reader preferences, according to media experts.
The largest survey of its kind, NRS 2006 conducted 2,84,373 house-to-house interviews in rural and urban India, spanning over 1,300 towns. Carried out between February and May 2006, the survey looked at 535 publications, including 230 dailies and 305 magazines.
The Dainik Bhaskar group, one of the promoters of DNA, along with Zee, hit a new milestone by becoming only the second group in the country to cross the 2-crore readership mark.
In Mumbai metro, two new newspapers participated in the NRS for the first time, DNA and Hindustan Times (HT). While DNA registered a readership of 5,18,000, HT managed 3,60,000. The earlier IRS put the readership of the two at 4,02,000 and 2,85,000, respectively. Mumbai Mirror, also a new entrant and largely distributed free with The Times of India, registered a readership of 8,81,000, a rise from its 7,65,000 in IRS 2006.

1 comment:

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