Slide 1: The Divya Marathi Advantage
The Divya Marathi Advantage Vine e DB Corp Ltd Cover-p1
Slide 2: Twin-contact subscription scheme launched by Divya Marathi has been a huge success
The twin-contact subscription scheme launched by Divya Marathi in Aurangabad, has been a huge success Highlights of the IMRB Aurangabad Readership Survey* l Within two months of an extremely l Divya Marathi has also attracted the successful launch, Divya Marathi is city's young adults and is read by
Slide 3: Research Context; Universe & Sample Size
Research Context l Divya Marathi launched its first edition in Aurangabad on 29th May, 2011 l With a hugely successful launch there was a need to evaluate the changing dynamics within this print market l This study aimed to estimate the readership of Divya Marathi in Aurangabad along with conducting
Slide 4: Research Methodology
Research Methodology l A random sampling methodology was employed for the purpose of readership estimation l Starting addresses were randomly selected and households were contacted using the Right Hand Rule (RHR) l After contacting a household a ‘Kish’ selection chart was administered to identify th
Slide 5: Language Profile
Language Profile Read with Languages Mother Tongue Understanding Marathi 93 77 Hindi 4 71 Urdu 2 2 English 1 39 Gujarati 0 2 Figs in % Base: All Respondents ? Marathi is the main language left-p8
Slide 6: Readership Counts
Readership Counts Total Publications Ever Read AIR Readership Lokmat 718 344 273 Daily Sakal 569 89 65 Divya Marathi 559 405 342 Punya Nagari 454 45 25 Saamana 311 9 7 ? Despite a highest number of people having Ever Read Lokmat it is sidelined on Total Readership and AIR by the new frontrunner, Div
Slide 7: AIR – Demographic Break Up Readership Counts
AIR – Demographic Break Up Readership Counts Gender SEC Age Group (Years) Publications Total Male Female SEC A SEC B SEC C SEC D/E 12-14 15-19 20-24 25-34 35-44 45+ Divya Marathi 342 180 162 28 58 122 134 24 77 39 105 41 56 Lokmat 273 134 139 15 39 78 140 22 47 37 88 34 44 Daily Sakal 65 44 21 4 8 1
Slide 8: What were you reading before Divya Marathi that you have stopped reading now?
What were you reading before Divya Marathi that you have stopped reading now? 55 9 2 0 Lokmat Daily Sakal Punya Nagari Saamana ? Divya Marathi gains largely from Lokmat ? However 34% of readers of Divya Marathi have not stopped reading any other publication Figs in % Base: All Respondents who have r
Slide 9: Average Time Spent per day
Average Time Spent per day Average time spent on a Average time spent on Newspaper a weekend/holiday (mins) weekday (mins) Divya Marathi 28 30 Lokmat 28 29 Daily Sakal 28 28 Punya Nagari 24 19 Figs in % Base: All Respondents who have ever read or looked at that particular publication in the past one
Slide 10: Extent of Reading
Extent of Reading Divya Daily Punya Statements Lokmat Marathi Sakal Nagari Read the headlines and glance the whole newspaper 20 13 9 12 Read the front page and some specific sections 13 13 23 15 Go straight to specific sections 10 13 12 3 Go through the headlines and read what I think is interesting
Slide 11: First Pick Up
First Pick Up 46 39 9 4 Divya Marathi Lokmat Daily Sakal Punya Nagari ? Overall, Divya Marathi is the first picked up newspaper among readers in Aurangabad, closely followed by Lokmat. Daily Sakal is a distant third. Figs in % Base: All Respondents who have ever read or looked at that particular pub
Slide 12: Reasons for First Pick up Competitive Analysis
Reasons for First Pick up Competitive Analysis Differentiating Factors Divya Marathi Lokmat Daily Sakal Supplements Y Y - Village information - - Y Job & education - - Y related news Good city / local news Y Y - News about serials - - Y Sports Y - - Economical pricing Y - - & schemes ? Divya Marathi
Slide 13: Has Divya Marathi met its readers' expectations?
Has Divya Marathi met its readers’ expectations? 36 25 22 10 2 Did not meet Did not meet Met Surpassed Surpassed all most expectations some expectations expectations some expectations expectations ? Largely Divya Marathi has met expecations ? Has exceeded the expectations of almost half of its reade