World Association of Newspapers and News Publishers


67 million readers and growing

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

67 million readers and growing

In the first day’s final presentation, Shailesh Gupta, Director Marketing of India's Jagran Prakashan, discusses his company’s transformation from a single-title, single-language-publication company to a multi-title, multi-language, multi-media company.

“Our flagship brand, Dainik Jagran, with 62.5 million readers has been the largest-read daily of India since 2002,” Mr. Gupta says. “If you put all the print (titles and editions) together, we have about 67 million readers.”

That staggering figure includes a wide range of titles produced in various languages and editions throughout India.

Mr. Gupta notes that the company began in 1942 with one newspaper in India’s largest state. Since then it has grown tremendously – first by expanding its print titles and editions, and then in the past decade or so by going multi-media in an all-encompassing way that has embraced continuous evolution and expansion that has taken into account the country’s high percentage of young people, growing and evolving female audiences, and new online and offline communities.

That growth continues. Last year, the company bought Mid-Day, the number-two paper in Mumbai, which has a reader base of 2.1 million. “With that we also acquired Gujarati Mid-Day,” he says, which is circulated in Mumbai and is targeted at India’s affluent Gujarati community.

Another acquisition has been a newer language newspaper: Inquilab, which is also the largest paper in country for its community and is circulated in 12 editions across three states. It has a readership of 500,000 and is poised to grow further, Mr. Gupta says.

The magazine Jagran Sakhi is targeted at 22-35 year-old women and has a readership base of 1.5 million readers. The publication is as expensive as Cosmo or Vogue, Mr. Gupta says.

Then there is City Plus, a community English-language weekly. It started with one edition and today has 35 editions with a circulation of 1 million plus across the largest metros of India. It’s a free-sheet, distributed in Delhi, Bangalore, Pune, Hyderabad and Mumbai, but it is home-delivered, not put in racks. It is India’s number-one community paper (though Mr. Gupta notes that India does not have a tradition of community papers).

Online there is Jagran.com, the number-one Hindi-language news portal with 6.5 million unique users and 107 million page views.

Then there are mobile businesses, outdoor advertising and events and research organisations, including Jagran Research, Jagran International and Jagran Pehel, the company’s social arm, which has its goal to improve the quality of human life through community education, self-efficacy, and long-term beneficial behavioral change.

“This is what we are,” says Mr. Gupta. “We are there on print, online, radio. With so many verticals inhand, you become an agency. We have had some had some phenomenal results by taking all our verticals to a client. They all complement each other. We strongly believe in a 360-degree approach."

Author

Brian Veseling's picture

Brian Veseling

Date

2012-03-02 00:05

Author information

About 200 newspaper advertising experts will attend the 22nd World Newspaper Advertising Conference in Prague on 1st and 2nd March. WAN-IFRA will provide summaries of each speaker's presentation during the event. Check back on our blog for the latest updates.


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