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

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

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.

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

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

Dainik Bhaskar – Rate Card

Rajasthan Patrika – Rate Card

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

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

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

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.

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.

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.

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

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

Thank YouThank Youforfor

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