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MUMBAI: As per the IMRB readership report Dainik Bhaskar with a
readership of 3.18 Lac is the largest read newspaper in Jallander
and Amritsar. It has a lead of over 43% over Punjab Kesari which
has 2.23 lac readers.
Dainik Bhaskar was launched in Punjab in September last year with
a subscription of 1.76 lac copies and now has 2.1 lac copies. It
has in this short period of time expanded the market and created
new standards. Bhaskar has more young adults readers in the age
group of 20-34 years and also the mature reader's subset of 45+
where the habits and the choices are tougher to break. In case of
graduates too Bhaskar has 95 thousand readers compared to just 67
thousand of Punjab Kesari.
Says Bhaskar Group DGM Peter Suresh, "Readership surveys are
the benchmarks of the key deliverables of a newspaper. We decided
to conduct a readership research - as IRS and NRS will have reported
us at a far later stage. In this we have involved clients and agencies
at every stage- providing opportunity for rider question, back-checks
and validation. Some of the clients have added brand / category
questions which has thrown some interesting brand ownerships insights
- which help in further understand the market. Our readership profiles
cover all spectrums of society."
Says Bhaskar Group GM Punjab Dharmendra Atri," The taste of
success is always felt best by the team that has been on the ground.
For us it's a great feeling to see quantified the growth. A huge
team conducted the door-to-door contacts covering the entire area
in the meticulous way. It just proves that the success is gained
inch by inch, all effort have to work synergistic and more so that
the Bhaskar Research an integral part if the market launch strategy
process has been tested time and again and have borne results. Yes
it's true that for every market with time- we have modified / adapted
and remodeled the same- but essentially finding what the reader
is really looking for and providing that to him- was- is and will
remain the foundation for any newspaper's success."
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