Comparative Study
Transcript of Comparative Study
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Comparative Study of the
Two Leading Newspapers in
Rajasthan
Comparative Study of the
Two Leading Newspapers in
RajasthanPresented by:Olive Kumar PaulKshitij NarainManajyoti BoraVarnikaShubhraPraveen
Presented by:Olive Kumar PaulKshitij NarainManajyoti BoraVarnikaShubhraPraveen
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Market Share Market Share : based on Circulation: based on Circulation
0
5
10
15
20
25
30
35 RajasthanPatrika
Nav Jyoti
Dainik Bhaskar
Pratah Kaal
Rashtradoot
others
% Market Share of different Dailies in Rajasthan
32.9430.10
15.74
13.09
6.10
Evident from above : The Two Leading NewspapersTwo Leading Newspapers in Rajasthan come out as
Rajasthan Patrika
Dainik Bhaskar
2.0
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Our study would now be focused only on the Our study would now be focused only on the
Two Leading Dailies of Rajasthan Two Leading Dailies of Rajasthan
Rajasthan Patrika (in Hindi रा�जस्था�न पत्रिका�) is a Hindi language daily newspaper published from Jaipur, Jodhpur, Udaipur, Kota and other cities of Rajasthan and from major Indian cities such as Bhopal, Indore, Jabalpur , Ahmedabad, Gwalior, Kolkata, Chennai, New Delhi and Bangalore.
a 52-year-old company that started as an evening has now grown as one of the fastest growing multi media conglomerates in India.
Rajasthan Patrika is the no.1 Hindi daily in Rajasthan, Gujarat, Karnataka and Tamil Nadu. (IRS 08).
Dainik Bhaskar (Hindi: दै त्रिनका भा�स्कारा) is a Hindi-language daily newspaper of India. It was started in year 1958 from Bhopal, the capital city of Madhya Pradesh. Dainik Bhaskar was first published in Bhopal and Gwalior of the central province.
The newspaper was launched in year 1956 to fulfill the need for a Hindi language daily, by the name Subah Savere in Bhopal and Good Morning India in Gwalior.
Later in year 1957, it was renamed as Samachar Kranti, and then again in year 1958 as Bhaskar Samachar.
Finally in year 1960, it was published as Dainik Bhaskar.
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CirculationCirculation
0
1
2
3
4
5
6
7
8
Dainik Bhaskar
RajasthanPatrika
Today Rajasthan Patrika claims :
• Total of 7.8 lakh circulation in Rajasthan
7.8
6.43
Figures in Lacs
Today Dainik Bhaskar claims :
• Total of 6.43 lakh circulation in Rajasthan
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ReadershipReadership
0
0.5
1
1.5
2
2.5
3
3.5
RajasthanPatrika
DainikBhaskar
AIR '09 -Rajasthan
All India
Figures in Crores
AIR : Average Issue Readership
Dainik Bhaskar with a TR of 3.35 crore is higher than IRS 2008 R1 readership figure of 3.19 crore.
Rajasthan Patrika with a TR of 1.4 crore readers has seen an increase of 52,000 readers.
Rajasthan Patrika still leads in this market (Rajasthan) with an AIR of 6,538,000. Dainik Bhaskar is next with an AIR of 5,736,000
1.4
3.35
0.5740.654
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Dainik Bhaskar – Rate Card
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Rajasthan Patrika – Rate Card
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Editions Editions – Rajasthan Patrika– Rajasthan Patrika Rajasthan Patrika is published from the following places: Jaipur Jodhpur Sikar Sri Ganganagar Udaipur Alwar Bikaner Banswara Ajmer Pali Kota Bhilwara Bhopal Indore Gwalior Jabalpur Bangalore Surat Kolkata
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Dainik Bhaskar is published from many cities of North and Central India: Bhopal Indore New Delhi Lucknow Nagpur Raipur Gwalior Jaipur Ajmer Jabalpur Varanasi Ahemedabad
In Gujarat, and Western Madhya Pradesh the Gujarati Version of the newspaper is also published as Divya Bhaskar.
Dainik Bhaskar Group publishes a varied range of magazine helpful in many ways, like 'Aha zindgi' a magazine based on highlighting the positive features of life.
The company also runs English newspaper DNA in partnership with Zee Group.
Editions Editions – Dainik Bhaskar– Dainik Bhaskar
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Major Content Categories Major Content Categories
• Mukhya prushtha• Bazar• Sports• Entertainment• Rasrang (Readers Literature)• Abhivaykti
(Readers Opinion & Editorial)• Madhurima
(weekly Magazine)
• Mukhya prushth• Rastriya• Antar Rastriya• Vyaapar• Khel• Bollywood• Ravivariya (Sunday edition)• Parivar (weekly supplement) • Sampadikiya (Editorial)
Dainik BhaskarDainik Bhaskar Rajastan PatrikaRajastan Patrika
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The Pricing WarThe Pricing WarThere is Duopoly in the Newspaper Market of the two leading
newspapers , Rajasthan Patrika & Dainik Bhaskar
There is cut – throat Competitive pricing strategy followed
Price of both fluctuates between ~ Rs.1 & Rs.2.75
The Price Gap between the two hovering from ~ 25p. to 50p.
Rajasthan Patrika still maintaining market leadership by offering various schemes.
Dainik Bhaskar trying to break in to potential market by the leading the price fluctuation.
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Newspaper Characteristics - Newspaper Characteristics - ImageImageStrength• The Bhaskar is livelier
Drawback`• The Bhaskar for being unreliable
Outlook• The Bhaskar is a modern looking place with lots of plate glass and concrete.
Dainik BhaskarDainik Bhaskar
Rajastan PatrikaRajastan PatrikaStrength• The Patrika is more reliable and credible.
Drawback• The Rajasthan Patrika is widely criticised for playing up any whiff of
communal tension with screaming headlines
Outlook• The Patrika is housed in a pink fortress, a typical Rajasthani fort.
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ConclusionConclusion
• There is a declining trend in readership as• Youth, which is a large population, is not reading. Reasons being
• new media coming in. • cover prices going up. • cover price mating with the number of pages.
• Circulation, too, plays an important role.
• Due to Equilibrium Prices of both the dailies, governed by market forces,the winner is obviously the Hindi reader in Rajasthan, who gets more news at less cost.
• In terms of Advertising • Dainik Bhaskar earns more revenue from the Ads then Rajasthan patrika while • Advertising rates are higher in patrika than in bhaskar.
• Patrika-Bhaskar competition leads to localisation, commercialisation in Rajasthan.
• Most striking outcome has been localisation of dailies that used to publish only out of state capitals. • It has also expanded the reach, selling volumes & thus the market.
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Expanding into New Media Patrika Group has a strong presence in Internet Industry
"www.rajasthanpatrika.com" & its national portal "www.patrika.com" covering more than 33 cities of Rajasthan & 50+ cities across India
The total number of page views is nearly "8 million" per month Total number of Ad impressions served reach to an incredible "10
million" per month. An Average Time spent of 10.37 minutes per visit along with 30%
NRI traffic out of all.
Way ahead for future….Way ahead for future….
• Improvising New Marketing Strategy to retain young readers
• focusing on image makeovers to appeal more to the youth.• By Innovative Content management
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BibliographyBibliographywww.thehoot.org/web/home/searchdetail.php?sid=530 http://www.onlinefindit.com/aboutrajasthanpatrika.phphttp://www.afaqs.com/perl/media/story.html?sid=1 4029http://www.exchange4media.com/IRS/2009/fullstory.asp?
Section_id=40&News_id=34741&Tag=30062http://www.mouthshut.com/review/Rajasthan_Patrika-
47838-1.html
NRS and IRS report Websites:
www.thehindubusinessline.comwww.bhaskar.comwww.rajasthanpatrika.com
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Thank YouThank Youforfor
your kindyour kind AttentionAttention