Comparative Study

Comparative Study of of the the

Two Leading Newspapers in in

Rajasthan Presented by: Olive Kumar Paul Kshitij Narain Manajyoti Bora Varnika Shubhra Praveen

Market Share : based on Circulation

% Market Share of different Dailies in Rajasthan 35

32.94

30

Rajasthan Patrika Nav Jyoti

30.10

25 20

Dainik Bhaskar 15.74

15 10 5

Pratah Kaal

13.09 6.10

Rashtradoot 2.0

others

0

Evident from above : The Two Leading Newspapers in Rajasthan come out as 

Rajasthan Patrika



Dainik Bhaskar

Our study would now be focused only on the Two Leading Dailies of Rajasthan  Rajasthan Patrika (in Hindi राजसथान पितका) 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: दैिनक भासकर) 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.

Circulation Figures in Lacs

8

7.8

7

6.43

6 5

Dainik Bhaskar

4

Rajasthan Patrika

3 2 1 0 Today Rajasthan Patrika claims : •

Total of 7.8 lakh circulation in Rajasthan

Today Dainik Bhaskar claims : •

Total of 6.43 lakh circulation in Rajasthan

Readership 3.5

3.35

3 2.5 2 1.5 1

1.4 0.654

0.574

0.5 0 Rajasthan Patrika

AIR '09 Rajasthan All India Figures in Crores AIR : Average Issue Readership

Dainik Bhaskar



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

Dainik Bhaskar – Rate Card

Rajasthan Patrika – Rate Card

Editions – 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

Editions – Dainik Bhaskar             

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.

Major Content Categories Rajastan Patrika

Dainik Bhaskar • • • • • • •

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)

The Pricing War  There 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 Image Dainik Bhaskar

Strength • 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.

Rajastan Patrika Strength • 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.

Conclusion •

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.

•

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.

Way ahead for future….  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.

Improvising New Marketing Strategy to retain young readers • •

focusing on image makeovers to appeal more to the you By Innovative Content management

Bibliography  www.thehoot.org/web/home/searchdetail.php?sid=530  http://www.onlinefindit.com/aboutrajasthanpatrika.php  http://www.afaqs.com/perl/media/story.html?sid=1

4029  http://www.exchange4media.com/IRS/2009/fullstory.asp? Section_id=40&News_id=34741&Tag=30062  http://www.mouthshut.com/review/Rajasthan_Patrika-47838-1.  NRS and IRS report  Websites:  www.thehindubusinessline.com  www.bhaskar.com  www.rajasthanpatrika.com

Thank You

for your kind Attention