How to make 54 million people read your newspaper everyday?
Shailesh Gupta, the CEO, Dainik Jagran, India spoke during INMA/OPA Europe Conference in Krakow about making the world largest read daily. Dainik Jagran is the newspaper that sells in 3 million copies daily.
That’s not all! The readership of Dainik Jagran reaches 54 million copies daily. The second newspaper in India in terms of readership is 20 million copies behind. Jagran is the India superbrand. According to BBC, it is the most trusted source of news in press media in India.
Dainik Jagran follows these few guiding principles:
1. Content customization. The content in the newspaper is changed every 25 km in India. The content has been adapted to reflect the colloquial characteristics of different regions.
2. Listening to readers
3. Speed (75 printing centers are located in different localization for the newspaper to be delivered to households at 5 AM in the morning)
In India, a business model basing only on circulation, is not a money making model. Dainik Jagran tries to understand its readers, divides them into different target groups and reaches them with different products. Magazines for youngsters, billingual dailies are just examples. The idea is to catch both readership and advertising. For example, the magazine for younger readers – “I next” – launched in December 2006, has 12 editions so far and a reader base of 2,1 million.
Jagran is making efforts to build a new readership base. Except for Dainik Jagran, publisher’s other newspapers give extra 20 million readers. Together as a group they have about 70 million readers per day!
Print is not all, following are other fields Jagran is active at:
- Jagran.com (69 million pageviews, 1.7 million users a month – largest website in the country)
- J9 – mobile division.
- Jagran Engage – outdoor division. Launched in 2006 already in top 10 players.
- Jagran solutions – BTL agency. One of the top BTL agencies in India.
- Jagran research – as a company Jagran is very research oriented. They do yearbooks, and glance series.
- Jagran International – new revenue for Jagran. 20 country reports published in past 3 years.
- Radio Mantra – operating only in the cities they have newspapers just for advertisers and the media mix, to bundle the offers.
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