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CHAPTER-IV
ANALYSIS AND EXPLANATION
IV.1. PREFACE
The meaning of data analysis is to find out answers of
questions, data classification management and its brevity.
This also refers to data analysis in a tabloid form, with
internal facts and economic means, their internal facts and
meaning, data complex factor to simplex factors and to
manage them in a new position.
In the process of research, after collecting data, the
explanation of data and their analysis is necessary. Until the
analysis of data is not made till then the utility, pre-
qualifications, precedence etc are not proclaimed. The
collected data figures are organized and tabulated then
analyzed and explained.
(a) Analysis and explanation (Part-I)
(b) Analysis and explanation (Part-II)
(PART-I)
ANALYSIS AND EXPLANATION
IV.1 ANALYSIS OF NEWSPAPERS CIRCULATION IN HARYANA
IV.1.1. Dainik Bhaskar- Circulation Analysis
Dainik Bhaskar was established in Haryana in the year
2000. It had made its status in the very first beginning due
to its marketing strategy in the new century, with notable
increase in circulation. The newspaper had planned its
strategy in advance to be remain ahead in circulation due to
164
TABLE -1 ANALYSIS OF DAINIK BHASKAR NEWSPAPER FOR FIVE
YEARS CIRCULATION (ROUND –I & ROUND-II) Sr.
No
Year
Circulation Increasing
Circulation
Decreasing
Circulation
Percentage
Increasing
Rate
Decreasing
Rate
1 2004-I -II
248994 273092
24098 - 10 -
2 2004-II 2005-I
273092 264202
- 8890 - 3.25
3 2005-I -II
264202 293264
29062 - 11 -
4 2005-II 2006-I
293264 265556
- 27708 - 9.4
5 2006-I -II
265556 269417
3861 - 1.45 -
6 2006-II 2007-I
269417 257049
- 12368 - 4.6
7 2007-I -II
257049 256626
- 423 - 0.16
8 2007-II 2008-I
256626 254987
- 1639 - 0.6
9 2008-I -II
254987 261185
6198 - 2.43 -
Source: Audit Bureau of Circulation
GRAPH-1 THE DECREASING & INCREASING CIRCULATION RATIO
(ROUND-I & ROUND-II) OF DAINIK BHASKAR IN HARYANA DURING 2004-2008
Dainik Bhaskar
0
50000
100000
150000
200000
250000
300000
350000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cu
lati
on
Source: Audit Bureau of Circulation
165
which Dainik Bhaskar is at number one position in Haryana
for the last more than 8 years. In the research year 2004 to
2008 figures have been chosen for analysis. During this
period by and large, due to some difficulties, Dainik Bhaskar
has been number one in Haryana. A certificate is issued twice
a year by the ABC on the basis of circulation number of each
newspaper. So to analyse, this time period is the basis of
analysis. In the first half of the year 2004 the circulation
number of the Dainik Bhaskar was 2.5 lakh copies.
According to ABC, in the first half of the year 2004 the
circulation figures 248994 increased to 24098 i.e. 10%; and
circulation increased to 273092 copies. In the second half of
the year 2004, the circulation decreased simply 3.25%. In the
first phase of the year 2005 the circulation was 264202; in
which increase of 11% noticed in the second phase and
circulation increased to 293284.
In the year 2006 first phase the number decreased at
high rate. In this phase 9.4% copies i.e. 27708 reduced. The
circulation once again increased in the first phase of 2006
and circulation reached 265556 copies. The increase rate was
equal to nil i.e. 1.45%, only 3861 copies were increased. In
comparison to second phase of 2006 the Dainik Bhaskar
noticed decrease in the first phase of 2007. After a decrease
of 4.6% the circulation was 257049 copies, this means that
12368 copies decreased in six months.
This practice of decrease continued in the second
phase of 2007. However this was noticed equal to zero
i.e.423 copies to say 0.16% decrease. The process of decrease
166
TABLE-2 ANALYSIS OF DAINIK JAGRAN NEWSPAPER FOR FIVE
YEARS CIRCULATION (ROUND –I & ROUND-II) Sr
No.
Year Circulation Increasing
Circulation
Decreasing
Circulation
Percentage
Increasing
Rate
Decreasing
Rate
1 2004-I
-II
185723
214037
28314 - 15.24 -
2 2004-II
2005-I
214037
234177
20140 - 9.40 -
3 2005-I
-II
234177
230348
- 3829 - 1.63
4 2005-II
2006-I
230348
219904
- 10444 - 4.53
5 2006-I
-II
219904
221319
1415 - 0.6 -
6 2006-II
2007-I
221319
225803
4484 - 2.0 -
7 2007-I
-II
225803
244833
19030 - 8.42 -
8 2007-II
2008-I
244833
241446
- 3387 - 1.38
9 2008-I
-II
241446
240498
- 948 - 0.4
Source: Audit Bureau of Circulation
GRAPH-2
THE DECREASING & INCREASING CIRCULATION RATIO (ROUND-I & ROUND-II) OF DAINIK JAGRAN IN HARYANA
DURING 2004-2008
Dainik Jagaran
0
50000
100000
150000
200000
250000
300000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cula
tio
n
Source: Audit Bureau of Circulation
167
continued till first phase of 2008 and it was 1639 copies i.e.
0.6% decreased. During the whole period of 2006 to 2008 the
decrease was from 269417 copies in 2006 to 254987 in 2008
first phase.
In 2008 second phase the decrease in circulation
stepped up to some extent and increase was noticed as 6198
copies i.e. 2.43% and total circulation reached to 261185.
During these five years the Dainik Bhaskar remained on top
in 2005 with circulation in second phase 293264 and
remained looser in circulation 248994 copies in 2004 first
phase. The main thing was that the number remained
between 2.5 to 3.0 lakhs in each phase although increase
and decrease continued in each phase.
IV.1.2. Dainik Jagran - Circulation Analysis
The Dainik Jagran was in circulation since 1990.The
people knew to this newspaper but the circulation was low.
On the success of Dainik Bhaskar local edition in 2000, the
Dainik Jagran changed their strategy. Along with setting up
of printing press in Hisar and Panipat the newspaper was
also relaunched on 26 July 2003 from Haryana. It started
separate pullout for each district on the lines of Dainik
Bhaskar newspaper. After this there was a considerable
increase in the circulation of Dainik Jagran where 500-700
copies were circulated in district level, there the circulation
data increased 7000 to 20000 copies. During the period of
research the circulation data of Dainik Jagran remained
between increased /decreased of approximately 2 lakh
copies.
168
In the year 2004 first phase the circulation of Dainik
Jagran was 185723 whereas in the second phase the increase
was exciting and with 15.24% increases in second phase. It
was 214043 copies. In the second phase it was seen with an
increase 28314 copies. The process of increase in first phase
of 2005 continued and it was 9.40%. It was noticed with
20140 with a total of 243177 copies in first phase of 2005.
Whereas in the second phase 1.63% decrease was noticed
and the data figures were 230348. In 2006 first phase the
decrease continued on higher side and in this phase 4.53% or
10444 copies less. The circulation increased again in second
phase of 2006 and reached 221319. This increase was equal
to zero i.e. 0.6%, simply to say 1415 copies increased. In first
phase of 2007 showed increase on 2.0% i.e. 225803 copies.
This means the first phase of 2007 there was an increase of
4484 copies. The circulation increase remained continuous in
2007 first phase and however, this was exciting i.e. 8.42% or
increase of 19030 copies with total of 244833 copies. In 2008
first phase, in comparison to 2007 second phase there was a
decrease of 3387 copies i.e. 1.38% decrease. In this phase
Dainik Jagran circulation reached to 241446 copies. In 2008
a decrease was noted again, with 948 copies and the data at
figures were 240498. As a whole the circulation remained
between 2 lakh to 2.40 copies whereas in 2004 first phase
the lowest number was 185723 copies.
169
TABLE-3
ANALYSIS OF PUNJAB KESARI NEWSPAPER FOR FIVE YEARS CIRCULATION (ROUND –I & ROUND-II)
Sr No.
Year Circulation Increasing Circulation
Decreasing Circulation
Percentage
Increasing Rate
Decreasing Rate
1 2004-I
-II
128820
131259 2439 - 1.8 -
2 2004-II
2005-I
131259
127383 - 3876 - 2.9
3 2005-I
-II
127383
125882 - 1501 - 1.17
4 2005-II
2006-I
125882
119879 - 6003 - 4.7
5 2006-I -II
119879 137130
17251 - 14.4 -
6 2006-II
2007-I
137130
145584 8454 - 6.16 -
7 2007-I
-II
145584
158501 12917 - 8.8 -
8 2007-II
2008-I
158501
160187 1686 - 1.06 -
9 2008-I
-II
160187
169130 8943 - 5.58 -
Source: Audit Bureau of Circulation
GRAPH-3
THE DECREASING & INCREASING CIRCULATION RATIO (ROUND-I & ROUND-II) OF PUNJAB KESARI IN HARYANA
DURING 2004-2008
Punjab Kesari
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cu
lati
on
Source: Audit Bureau of Circulation
170
IV.1.3. Punjab Kesari - Circulation Analysis
The Punjab Kesari has been the oldest newspaper
coming in Haryana. In those times The Tribune and Punjab
Kesari were the main newspapers. In a vast region of
Haryana, Punjab Kesari has been the number one newspaper,
however this was being printed from Jalandhar and it was
popular in the state of Haryana. it was being sold at the rate
of Rs 3.50 per copy at the time introduction of Dainik
Bhaskar. Due to the establishment of presses by the Dainik
Bhaskar and Dainik Jagraan along with local pullouts the
circulation of these two newspapers increased manifolds and
the Punjan Keasri in 2004 also adopted this strategy and
established press at Panipat and Ambala to supply local pull
out to each district of Haryana and maintained circulation at
par. In the first phase of the year 2004 the circulation of
Punjab Kesari was 128820 copies whereas in the second
phase it increased a bit more i.e. 1.8% or 131259 copies. In
second phase of 2004 it increased 2439 copies. In 2005 first
phase, in comparison 2004 second phase the decreased was
2.9%. i.e. 3876 copies and sold 127383 copies. In the second
phase of 2005 the decrease noticed was 1.17% with sale of
125882 copies. In 2006 first phase the decrease was
considerable with 4.7% the sale was 6003 copies.
In 2006 second phase the decrease improved into
increase and it was 14.4. % i.e. 17251 copies sold more.
Along with increase it again increased in the same second
phase of 2006 from 137130 to 119879 copies. This process of
increase continued from second phase of 2006 to 2008
second phase. Punjab Kesari gained increase in circulation in
171
2007 first phase i.e. 6.16% with total of 145584 copies, to
say 8454 copies were sold more. In second phase 2007
continued up to 8.8% i.e. 12917 copies more and total sale
was 158501. In 2008 first phase in comparison to 2007
second phase the increase noticed was 1686 copies i.e. 1.06%
with total sale of 160187 copies. In the second phase of 2008
it again gained increase with 8943 copies. The total sale was
169130 copies i.e. 5.58% increase. As a whole the total
circulation of Punjab Kesari remained between 119000 to
169000 copies. In the periodic research the Punjab Kesari
remained in 2006 first phase to second phase of 2008
between from 119879 to 169130 copies as highest in the five
years.
TABLE-4 ANALYSIS OF DAINIK TRIBUNE NEWSPAPER FOR FIVE
YEARS CIRCULATION (ROUND –I & ROUND-II)
Sr
No.
Year Circulation Increasing
Circulation
Decreasing
Circulation
Percentage
Increasing Rate
Decreasing Rate
1 2004-I
-II
28368
21350
- 7018 - 24.73
2 2004-II
2005-I
21350
23053
1703 - 7.9 -
3 2005-I
-II
23053
20273
- 2780 - 12.06
4 2005-II
2006-I
20273
17764
- 2509 - 12.3
5 2006-I
-II
17764
21273
3509 - 19.75 -
6 2006-II
2007-I
21273
20902
- 371 - 1.74
7 2007-I
-II
20902
21312
410 - 1.9 -
8 2007-II
2008-I
21312
20296
- 1016 - 4.76
9 2008-I
-II
20296
18202
- 2094 - 10.31
Source: Audit Bureau of Circulation
172
GRAPH-4
THE DECREASING & INCREASING CIRCULATION RATIO (ROUND-I & ROUND-II) OF DAINIK TRIBUNE IN HARYANA
DURING 2004-2008
Dainik Tribune
0
5000
10000
15000
20000
25000
30000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cu
lati
on
Source: Audit Bureau of Circulation
IV.1.4. Dainik Tribune - Circulation Analysis
The Dainik Tribune is the oldest newspaper coming in
Haryana. It has been a popular newspaper for decades in the
state. It is coming from Chandigarh. In the beginning the
Punjab Kesari affected its circulation.
In the year 2000 with the introduction of Dainik
Bhaskar and Dainik Jagran with printing presses in Haryana
also with local pull outs the circulation of these new two
newspapers increased manifolds but in this competitive era
The Tribune did not compete its strategy. It did not publish
local editions and continued the newspaper as it is. The
circulation of Dainik Tribune remained less in comparison to
Punjab Kesari, Dainik Bhaskar and Dainik Jagran. The
173
position was that Dainik Tribune was out of the competition
in market.
In 2004 first phase the circulation of Dainik Tribune
was 28368 but in the second phase the decrease was noticed
a lot with decrease of 24.73% the circulation was 21350. In
the year 2005, in comparison to 2004 second phase the
increase remained 7.9% i.e. 1703 copies in 2005 first phase
with total sale of 23053 copies. Whereas in second phase the
decrease shown 12.06% and circulation noticed 20273
copies. In the year 2006 first phase the decrease was again
almost same i.e. 12.3% i.e. 2509 copies less sold total 17764
copies. The decrease find increase in the second phase of
2006 and it was noticed 19.75% with increase of 3509 copies
with a total sale of 21273 copies. With a decrease of 1.74% in
first phase of 2007 the figure was 20902 meaning 371 copies
less sold. In 2007 second phase the increasing percentage of
1.9% noticed i.e. 410 copies sold more, total sale 21312
copies. In 2008 first phase, in comparison to 2007 second
phase 1016 copies less sold i.e. 4.76% decreased, total sale
was 20296 copies second phase of 2008 also noticed decrease
of 10.31% i.e. 2094 copies less sold and the total was 18202
copies.
As a whole in the period of research the circulation of
The Tribune remained between 18000 to 28000 copies.
During the period of research, in 2008 second phase the
circulation was at the lowest rate of 18202 copies whereas in
2004 first phase the circulation was 28368 copies and this
remained on the highest level. The circulation of Dainik
174
Tribune remained less in comparison to Punjab Kesari,
Dainik Bhaskar and Dainik Jagran. The position was that
Dainik Tribune was out of the competition in the market.
TABLE-5
ANALYSIS OF HARI BHOOMI NEWSPAPER FOR FIVE YEARS CIRCULATION (ROUND –I & ROUND-II)
Sr
No
Year Circulation Increasing
Circulation
Decreasing
Circulation
Percentage
Increasing
Rate
Decreasing
Rate
1 2004-I
-II
67911
74180
6269 - 9.2 -
2 2004-II
2005-I
74180
75360
1180 - 1.59 -
3 2005-I
-II
75360
72623
- 2737 - 3.63
4 2005-II
2006-I
72623
79191
6568 - 9.0 -
5 2006-I
-II
79191
79254
63 - 0.08 -
6 2006-II
2007-I
79254
75630
- 3624 - 4.5
7 2007-I
-II
75630
72623
- 3007 - 3.9
8 2007-II
2008-I
72623
83155
10532 - 14.5 -
9 2008-I
-II
83155
82990
- 165 - 0.20
Source: Audit Bureau of Circulation
175
GRAPH-5 THE DECREASING & INCREASING CIRCULATION RATIO
(ROUND-I & ROUND-II) OF HARI BHOOMI IN HARYANA DURING 2004-2008
Hari Bhumi
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cu
lati
on
Source: Audit Bureau of Circulation
IV.1.5. Hari Bhoomi - Circulation Analysis
Hari Bhoomi was Haryana‘s first newspaper which was
published from Haryana. Emerged as new media group it did
not compete in the media strategy. However it opened bureau
offices at district level like Dainik Bhaskar, Dainik Jagran,
Punjab Kesari and made changed time & again. Sometimes
published pullouts for G.T.Road belt and sometimes for
Haryana in the shape of Haryana news pull out. This started
publication in Chattisgarh and now it claims at number 9 in
the country for Hindi news.
In first phase of 2004 the circulation was 67911copies
whereas in the second phase its circulation increased
excitingly. Approximately 9.2% or 6269 copies sold more and
the total sale was 74180 copies. In 2005 first phase, in
176
comparison to 2004 second phase the increase was 1.59% i.e.
1180 copies more with total circulation of 75360 copies.
Whereas there was a decrease in the second phase of 3.63%
i.e. 2737 copies with sale of 72623 copies.
In the year 2006 first phase increase was noticed. In
this phase 9% copies i.e. 6568 copies increased with a total
of 79191. It continued increase and figure reached at 79254
and increase ratio was 0.08% and 63 copies.
In the first phase of 2007 the circulation decreased up
to 4.5 % i.e. 3624 copies and the figure was 75630. In the
second phase of 2007 approximately 3.9% decrease was
noticed i.e. 3007 copies and total figure was 72623. In 2008
first phase an increase was noticed in comparison to 2007
second phase with 10532 copies i.e. 14.5%. In this phase
Hari Bhoomi reached the heights of 83155 copies. In 2008
second phase a small decrease noticed i.e. 0.2% i.e. 165
copies and total was 82990.
In the period of research, as a whole, the circulation of
Hari Bhoomi remained between 67000 to 83000 copies.
According to research in 2004 Hari Bhoomi remained at the
lowest 67911 copies in first phase, whereas in 2008 first
phase it remained at top with 83155 copies.
177
TABLE -6 ANALYSIS OF AMAR UJALA NEWSPAPER FOR FIVE YEARS
CIRCULATION (ROUND –I & ROUND-II) Sr
No
Circulation Increasing
Circulation
Decreasing
Circulation
Percentage
Increasing
Rate
Decreasing
Rate
1 2004-I
-II 61423
60382
- 1041 - 1.69
2 2004-II
2005-I
60382
59321
- 1061 - 1.75
3 2005-I
-II 59321
57732
- 1589 - 2.6
4 2005-II
2006-I
57732
45260
- 12472 - 21.60
5 2006-I
-II 45260
45084
- 176 - 0.39
6 2006-II
2007-I 45084
46134
1050 - 2.3 -
7 2007-I
-II
46134
48667
2533 - 5.49 -
8 2007-II
2008-I 48667
49600
933 - 1.9 -
9 2008-I
-II 49600
48261
- 1339 & 2-7
Source: Audit Bureau of Circulation
GRAPH-6
THE DECREASING & INCREASING CIRCULATION RATIO (ROUND-I & ROUND-II) OF AMAR UJALA IN HARYANA
DURING 2004-2008
Amar Ujala
0
10000
20000
30000
40000
50000
60000
70000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cula
tio
n
Source: Audit Bureau of Circulation
178
IV.1.6. Amar Ujala - Circulation Analysis
Amar Ujala has an important place in Haryana
journalism instead its circulation. This was the first
newspaper which established its bureau offices at district
level and this started professional journalism in Haryana.
Introduction in 1999 this Uttar Pradesh based newspaper
started district-wise pages. Amar Ujala did not participate in
the process of local pullout started by Dainik Bhaskar,
Dainik Jagran and Punjab Kesari in the year 2000, and
continued circulation throughout the state as newspaper
trade. Amar Ujala remained out of competition and made its
status. However this newspaper remained out of competition
but its committed to journalism with responsibility.
In the year 2004 first phase its circulation was 61423
copies and decrease was noticed. In the second phase
approximately 1.69 % decrease was noticed i.e. 1041 copies
and total sale was 60382 copies. In 2005 first phase it
decreased again up to 1.75% i.e. 1061 copies with a total sale
of 59321 copies. In the second phase of 2005, 1589 copies
decreased and figure was 57732 copies. In the year 2006 first
phase Amar Ujala noticed major decrease of 21.60% i.e.
12472 copies at a time and figure was 45260. It remained
decreasing and in 2006 second phase the decrease was
0.39% i.e. 176 copies less and the total sale was 45084. The
process of decrease in the last 3 years claimed increase in
2007 first phase. This time the increase noticed was 2.3% i.e.
1050 copies increase and total sale was 46134 copies. In the
second phase of 2007 approximately 5.49% i.e. 2533 copies
increased and total sale was 48667 copies. In 2008 first
179
phase the increase was 1.9% i.e. 933 copies with total sale of
49600 copies. This was on higher side in comparison to 2007
second phase. In 2008 second phase a minor decrease of
2.7% i.e. 1339 copies was noticed with total sale of 48261
copies. As a whole, in the period of research the circulation of
Amar Ujala in the five years remained 45000 to 61000.
According to research period Amar Ujala remained looser in
2006 second phase with 45084 copies and in 2004 first
phase on top with 61423 copies.
IV.2. ANALYSIS OF SIX NEWSPAPERS UNDER THE PERIOD
OF RESEARCH FOR FIVE YEARS IN RESPECT OF CIRCULATION
TABLE-7
ANALYSIS OF SIX NEWSPAPERS CIRCULATION IN
HARYANA DURING FIVE YEARS (ROUND –I & ROUND-II)
Sr. No.
Round
Dainik Bhask
ar
Dainik
Jagra
n
Punjab
Kesar
i
Dainik
Tribu
ne
Hari Bhoo
mi
Amar
Ujal
a
2004 I 24899
4 18572
3 12882
0 28368 67911 6142
3
II 27309
2 21403
7 13125
9 21350 74180 6038
2
2005 I 26420
2 23417
7 12738
3 23053 75360 5923
1
II 29326
4 23034
8 12588
2 20273 72623 5773
2
2006 I 26555
6 21990
4 11987
9 17764 79191 4526
0
II 26941
7 22131
9 13713
0 21273 79254 4508
4
180
2007 I 25704
9 22580
3 14558
4 20902 75630 4613
4
II 25662
6 24483
3 15850
1 21312 72623 4866
7
2008 I 25498
7 24144
6 16012
7 20296 83155 4960
0
II 26118
5 24049
8 16913
0 18202 82990 4826
1
Source: Audit Bureau of Circulation
181
GRAPH -7
ANALYSIS OF SIX NEWSPAPERS CIRCULATION IN HARYANA DURING FIVE YEARS (ROUND –I & ROUND-II)
0
50000
100000
150000
200000
250000
300000
350000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cu
lati
on
Dainik Bhaskar
Dainik Jagrana
Punjab Kesari
Dainik Tribune
Hari Bhumi
Amar Ujala
Source: Audit Bureau of Circulation
It came out from the research that each of the
newspapers either circulation with local pullout or state level
edition have their separate readers groups. No competition
has been seen in these newspapers. There is a difference of
lakh of copies either they are sold with local pullouts or on
state level edition basis. The local pullouts have their
circulation band and none of these effects the circulation of
number. The circulation of Dainik Bhaskar, Dainik Jagran
and Punjab Kesari remained between 2.5 lakh to 3 lakh, 2
lakh to 2.5 lakh and 1.25 lakh to 1.75 lakh respectively.
Likewise state level editions of Amar Ujala, Dainik Tribune
remained 40000 to 60000 and 18000 to 28000 respectively
and Hari Bhoomi is stable from 67000 to 82000 now. It is
trying to maintain its customers. These facts are definitely
found in Graph -7.
182
IV.3. COMPARATIVE ANALYSIS OF CIRCULATION OF SIX NEWSPAPER IN HARYANA (2004-2008)
TABLE-8
A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS
CIRCULATION IN THE YEAR 2004, IN HARYANA (ROUND –I & ROUND- II)
Year Round Dainik Tribune
Hari Bhoomi
Amar Ujala
Dainik Bhaskar
Dainik Jagran
Punjab Kesari
2004
I 28368 67911 61423 248994 185723 128820
II 21350 74180 60382 273092 214037 131259
Source: Audit Bureau of Circulation
GRAPH -8
A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS
CIRCULATION IN THE YEAR 2004, IN HARYANA (ROUND –I & ROUND- II)
0
50000
100000
150000
200000
250000
300000
Cir
cu
lati
on
Dainik
Tribune
Hari
Bhumi
Amar
Ujala
Dainik
Bhaskar
Dainik
Jagran
Punjab
Kesari
Newspaers
2004 I
2004 II
Source: Audit Bureau of Circulation
183
IV.3.1. A COMPARATIVE ANALYSIS OF NEWSPAPERS CIRCULATION IN HARYANA - YEAR 2004
In the first phase of 2004 the circulation number of
Dainik Bhaskar was approximately 2.5 lakh copies. According
to ABC, first phase figures were 248994 whereas in the
second phase the circulation increase was 24098 i.e. 10%
with total sale of 273092. The circulation of Dainik Jagran in
2004 first phase was 185723 whereas in second phase it
gained exciting increase and sold 214037 copies. An increase
was noticed by the Dainik Jagran in the year 2004 second
phase with circulation increase of 28314 copies with 15.24%
growth. In first phase of 2004 Punjab Kesari sold 128820
copies whereas a slight increase was noticed in the second
phase i.e. 1.8% and copies sold were 131259, hence 2439
increased.
In 2004 first phase the circulation number of Dainik
Tribune was 28368. In second phase a decrease was noticed
for 24% i.e. 21350 copies were sold. Hari Bhoomi in first
phase sold 67911 copies and with an exciting increase of
9.2% i.e. 6269 copies it sold 74180 copies. In the first phase
of 2004 Amar Ujala circulation was 61423 and continued
decrease in second phase of 1.69% i.e. 1041 copies and sold
60382 copies. As a whole in 2004 Dainik Bhaskar in both
rounds remained first Dainik Jagran second and Punjab
Kesari third whereas Hari Bhoomi at fourth place, Amar Ujala
fifth and Dainik Tribune at sixth place.
184
TABLE-9
A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS CIRCULATION IN THE YEAR 2005, IN HARYANA
(ROUND –I & ROUND- II)
Year Round Dainik Tribune
Hari Bhoomi
Amar Ujala
Dainik Bhaskar
Dainik Jagran
Punjab Kesari
2005
I 23053 75360 59231 264202 234177 127383
II 20273 72623 57732 293264 230348 125882
Source: Audit Bureau of Circulation
GRAPH -9
A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS CIRCULATION IN THE YEAR 2005, IN HARYANA
(ROUND –I & ROUND- II)
0
50000
100000
150000
200000
250000
300000
Cir
cu
lati
on
Dainik
Tribune
Hari
Bhumi
Amar
Ujala
Dainik
Bhaskar
Dainik
Jagran
Punjab
Kesari
Newspaers
2005 I
2005 II
Source: Audit Bureau of Circulation
185
IV.3.2. A COMPARATIVE ANALYSIS OF THE NEWSPAPERS CIRCULATION IN HARYANA - YEAR-2005
In 2005 first phase the circulation of Dainik Bhaskar
was 264202. It gained increase in second phase of 11% with
total circulation of 293264. Dainik Jagran noticed increase
9.5 % i.e. 20140 copies and copies sold were 234177 in first
phase whereas it noticed decrease of 1.63% copies sold were
230348. Punjab Kesari in comparison to 2004 second phase
and with 3876 copies decrease the total circulation was
127383 copies. In second phase of 2005 it noticed decrease of
1.17% and total figure was 125882 copies.
The Dainik Tribune felt increase in circulation in 2005
first phase in comparison to 2004 second phase i.e. 7.9%
with 1703 copies, the total sale was 23053 copies whereas it
felt decrease of 12.6% and total sale remained 20273 copies.
Hari Bhoomi also seen increase in 2005 first phase. In
comparison to 2004 second phase the increase was 1.59% i.e.
1180 copies the total sale was 75360 copies. Whereas in the
second it noticed decrease of 3.63% i.e. 2737 copies and the
figure was 72623 copies. Amar Ujala in 2005 first phase
decrease was 1.75% i.e. 1061 copies with total sale of 59321
copies in comparssion to 2004 second phase. In second
phase of 2005 it also decreased 2.6 % i.e. 1589 copies and
the figure was 57732 copies. As a whole, in the year 2005,
Dainik Bhaskar in both the phases remained in first position,
Dainik Jagran in second position and Punjab Kesari in third
position. Whereas Hari Bhoomi in fourth, Amar Ujala in fifth
and The Tribune in sixth position.
186
TABLE-10
A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS CIRCULATION IN THE YEAR 2006, IN HARYANA
(ROUND –I & ROUND- II)
Year Round Dainik Tribune
Hari Bhoomi
Amar Ujala
Dainik Bhaskar
Dainik Jagran
Punjab Kesari
2006
I 17764 79191 45260 265556 219904 119879
II 21273 79254 45084 269417 221319 137130
Source: Audit Bureau of Circulation
GRAPH -10
A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS CIRCULATION IN THE YEAR 2006, IN HARYANA
(ROUND –I & ROUND- II)
0
50000
100000
150000
200000
250000
300000
Cir
cu
lati
on
Dainik
Tribune
Hari
Bhumi
Amar
Ujala
Dainik
Bhaskar
Dainik
Jagran
Punjab
Kesari
Newspaers
2006 I
2006 II
Source: Audit Bureau of Circulation
187
IV.3.3. A COMPARATIVE ANALYSIS OF THE NEWSPAPERS CIRCULATION IN HARYANA – YEAR 2006
In the counting of year 2006 first phase Dainik Bhaskar
noticed decrease in circulation number which was
comparatively high i.e. 9.4% with 27708 copies decrease. In
second phase of 2006 the circulation again increased and
figure was 265556. The increase was equal to zero i.e. 1.45%
to say 3861 copies increased.
Like Dainik Bhaskaar, the Dainik Jagran noticed
decrease in first phase of 2006 and comparatively higher side
i.e. 4.53% i.e. 10444 copies. In the second phase the
circulation increased 1.e. 0.6% only 1415 copies and the
figure was 221319 copies. Punjab Kesari also noticed
increase and percentage was 14.4% with 17251 copies
increase the total sale was 137130 copies in comparsion to
119879 copies.
The Punjab Kesari felt increase from second phase of
2006 to 2008 second phase continuously. The Dainik Tribune
noticed decrease in 2006 phase as equal to 2005 first phase
i.e. in 12.3% with 2509 copies decrease the total sale was
17764 copies. In 2006 second phase the circulation jumped
to 19.75% increase with 3509 copies increase the total figure
was 21273 copies. Hari Bhoomi availed this a good year. In
2006 first phase calculation an increase was noticed with
9.0% i.e. 6568 copies increased with total sale of 79191
copies.
Hari Bhoomi continued increase in circulation. In 2006
second phase 63 copies increased and percentage was 0.8%
188
and figure was 79254. In 2006 first phase Amar Ujala noticed
decrease in circulation of 21.60% i.e. 12472 copies. The
figure was 45260 copies. The decrease continued and in 2006
second phase it was 0.39% i.e. 176 copies and figure was
45084 copies.
TABLE-11
A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS CIRCULATION IN THE YEAR 2007, IN HARYANA
(ROUND –I & ROUND- II)
Year Round Dainik Tribune
Hari Bhoomi
Amar Ujala
Dainik Bhaskar
Dainik Jagran
Punjab Kesari
2007
I 20902 75630 46134 257049 225803 145584
II 21312 72623 48667 256626 244833 158501
Source: Audit Bureau of Circulation
GRAPH-11
A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS
CIRCULATION IN THE YEAR 2007, IN HARYANA (ROUND –I & ROUND- II)
0
50000
100000
150000
200000
250000
300000
Cir
cu
lati
on
Dainik
Tribune
Hari
Bhumi
Amar
Ujala
Dainik
Bhaskar
Dainik
Jagran
Punjab
Kesari
Newspaers
2007 I
2007 II
Source: Audit Bureau of Circulation
189
IV.3.4. A COMPARATIVE ANALYSIS OF NEWSPAPER CIRCULATION IN HARYANA - YEAR 2007
With the analysis of the year 2007 it is clear that in the
year 2006 second phase comparatively, in the year 2007 first
phase the main newspapers noticed decrease in first phase
and it was on higher rate whereas in the second every
newspaper find increase. In comparison to 2006 second
phase, in 2007 first phase Dainik Bhaskar noticed decrease
of 4.6% with 12368 copies the total sale was 257049 copies.
In the second phase it decreased 423 copies i.e. 0.16 %. In
comparsion to 2006 second phase, in the 2007 first phase
Dainik Jagran circulation increased as 2.0% with 4484 copies
and total sale was 225803 copies. The circulation increase
continued in 2007 second phase which was exciting as 8.42%
i.e. 19030 copies and total figure 244833 copies.
In the year 2007 first phase Punjab Kesari noticed
increase of 6.16% i.e. 8454 copies and total circulation was
145584 copies. In 2007 second phase in continued
circulation of 158501 copies. Dainik Tribune in 2007 first
phase noticed decrease of 1.74% with 371 copies and
circulation was 20902 copies. In second phase of 2007 an
increase was there of 1.9% i.e. 410 copies with figures 21312
copies. In 2007 first phase Hari Bhoomi finds decrease of
4.5% and the figure was 75630 copies. In 2007 second phase
it decreased 3.9% i.e. 3007 copies and the total sale was
72623 copies.
In comparison to 2007 second phase, in 2008 first
phase Hari Bhoomi increased 14.5% i.e. 10532 copies and
total circulation was 83155 copies. Amar Ujala increased
2.3% i.e. 1050 copies and total circulation was 46134 copies
190
in 2007 first phase. In 2007 second phase the increase
noticed was 5.49% i.e. 2533 copies and the figure reached
48667 copies. In the year 2008 first phase, it again increased
1.9% i.e. 933 copies and total circulation was 49600 copies.
This increase was in comparsion to 2007 second phase. As a
whole in 2007 year, Dainik Bhaskar in both the phases
remained first, Dainik Jagran second, and Punjab Kesari at
third position whereas Hari Bhoomi fourth, Amar Ujala fifth
and The Tribune remained on sixth position.
TABLE-12
A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS CIRCULATION IN THE YEAR 2008, IN HARYANA
(ROUND –I & ROUND- II)
Year Round Dainik Tribune
Hari Bhoomi
Amar Ujala
Dainik Bhaskar
Dainik Jagran
Punjab Kesari
2008
I 20296 83155 49600 254987 241446 160127
II 18202 82990 48261 261185 240498 169130
Source: Audit Bureau of Circulation
GRAPH -12 A COMPARATIVE ANALYSIS OF MAIN NEWSPAPERS
CIRCULATION IN THE YEAR 2008, IN HARYANA
(ROUND –I & ROUND- II)
0
50000
100000
150000
200000
250000
300000
Cir
cula
tion
Dainik
Tribune
Hari
Bhumi
Amar
Ujala
Dainik
Bhaskar
Dainik
Jagran
Punjab
Kesari
Newspaers
2008 I
2008 II
Source: Audit Bureau of Circulation
191
IV.3.5. A COMPARATIVE ANALYSIS OF NEWSPAPERS CIRCULATION IN HARYANA - YEAR 2008
Dainik Bhaskar in 2008 first phase reached 254987
copies circulation. In the second phase of 2008 the increase
noticed as 2.43% i.e. 6198 copies and total figures were
261185 copies. In 2008 second phase Dainik Jagran felt
decrease of 0.4% i.e. 948 copies with total circulation of
240498 copies. Punjab Kesari in 2008 first phase, in
comparison to 2007 second phase, increased 1686 copes i.e.
1.06% and total circulation was 160187 copies. Also in 2008
second phase an increase was noticed of 8943 copies and the
circulation figure was 169130 copies.
Dainik Tribune in the year 2008 first phase, in
comparison to 2007 second phase noticed decrease of 4.76%
i.e. 1016 copies the total circulation was 21312 copies. It
noticed again the decrease in 2008 second phase with
10.31% and total circulation was 20296 copies. Again in
2008 second phase it noticed decrease of 10.31% i.e. 2094
copies and total sale was 18202 copies. Hari Bhoomi noticed
minor decrease of 0.20% i.e. 165 copies and circulation was
82990 copies. Amar Ujala in 2008 second phase noticed
minor decrease of 2.7% i.e. 1339 copies and circulation was
48261 copies. As a whole, during the period of research of
five years Amar Ujala circulated between 45000 to 61000
copies.
IV.4. A COMPARATIVE ANALYSIS OF AVERAGE GROWTH RATE OF THE NEWSPAPERS CIRCULATION (2004-2008)
It is difficult to determine the development ratio of the
main newspapers. The authentic calculation of newspapers is
192
done every six month by the ABC. The research tells that the
circulation number of newspapers remained up and down on
every six monthly counts. It is not stable. Therefore in the
period of five years the average increase rate can be a
supposition.
In the beginning of research period 2004 the
circulations of Dainik Bhaskar was 248994 and in 2008,
second phase it was 261189. To say, after five years plus
minus circulations increase was simply 4.8%.
TABLE-13
A COMPARATIVE ANALYSIS OF AVERAGE GROWTH RATE OF MAIN NEWSPAPERS CIRCULATION (2004-2008), IN
HARYANA (ROUND –I & ROUND- II)
Sr. No.
Newspapers Year (2004) I
circulation
Year (2008) I
circulation
Circulation Difference
(%)
Circulation Average growth rate (%)
1 Dainik
Bhaskar
248994 261185 +4-8 +0.96
2 Dainik
Jagran
185723 240498 +29 +5.8
3 Punjab
Kesari
128820 169130 +31 +4.6
4 Amar Ujala 61428 48261 -21 -4.2
5 Dainik Tribune
28368 18202 -35 -7.6
6 Hari Bhoomi
67911 82990 +22 +4.4
Source: Audit Bureau of Circulation
193
GRAPH -13
A COMPARATIVE ANALYSIS OF AVERAGE GROWTH RATE OF MAIN NEWSPAPERS CIRCULATION (2004-2008), IN
HARYANA (ROUND –I & ROUND- II)
0
50000
100000
150000
200000
250000
300000
Cir
cu
lati
on
Dainik Bhaskar Dainik Jagran Punjab Kesari Amar Ujala Dainik Tribune Hari Bhomi
Newspaper
Year(2004) I circulation Year(2008)I circulation
Source: Audit Bureau of Circulation
Dainik Jagran also saw plus-minuses during five years
and it increased its circulation. In the year 2004 the
circulation of Dainik Jagran was 185723 copies which in the
year 2008 noticed increase as 240498 copies i.e. 29%
increase.
The circulation of Punjab Kesari in the year 2004 first
phase was 128820 copies, which in the last of 2008 was
169130 copies. It shows that in the period of research it
gained 31% increase.
Dainik Tribune instead of increase finds decrease in
circulation number. In the year 2004 first phase it was 28368
and after continued decrease it was 18202 in the last of
194
2008. That is it gained decrease in circulation number as
35%.
Hari Bhoomi‘s circulation number in 2004 was 67911
copies which were in 2008 noticed 82990 copies. During the
five years it gained 22% increase.
Amar Ujala circulation in 2004 was 61428 copies and in
last phase of 2008 it was 48261 copies that of 21% decrease.
PART-II
ANALYSIS AND EXPLANATION
IV.5. ANALYSIS OF NEWSPAPER CIRCULATION AND MAJOR FACTORS, WHICH AFFECT THE CIRCULATION OF NEWSPAPERS IN HARYANA
As the time, research and marketing management are
changing continuously and new ways of attracting readers
are being invented, so to increase circulation of newspapers
no doubt new methods at different times newspapers adopt
these ways to maintain reader groups. These can be said the
effective ways for promotion of newspapers and their
circulation. In this research it is necessary to discuss the
main elements affecting circulation of newspapers in
Haryana.
IV.5.1. SURVEY
Allmost all producers from time to time conduct survey
to enter and remain in market. Under the survey process the
surveyors go door-to-door and explain about the product and
prepare the customer mentally for the purchase of product.
This has also been a general process in the world of
newspapers. Uptill 1999 year there was shortage of
195
professional journalism in Haryana. The newspapers used to
come from Chandigarh, Jallandhar and Delhi in which news
from Haryana was found less. To give importance to local
news, the dainik Amar Ujala in 1999 started professional
journalism in Haryana. Amar Ujala name was a new one for
the people of the state. But it conducted survey for the first
time and established district level offices. The survey was
limited but only on the result of this survey Amar Ujala could
establish in market. The professional journalism process
started here and developed rapidly and the year 2000 became
a historical year. The Dainik Bhaskar after popularity in
Madhya Pradesh and Rajasthan stepped-in in Haryana and
with the slogan, „Haryana ki mati ka akhbaar‟ it applied
its marketing strategy. The name was new for the people but
there was a show in the cities with Dainik Bhaskar caps and
jackets. This proved the largest survey in the media world of
that time. The surveyers reached at every door and asked the
people – what kind of newspaper they like?, what price
should be fixed?, what language of the news should be
there?, on the feedback received from people, the Dainik
Bhaskar adopted the strategy. Against an advance receipt of
Re.1.00, Dainik Bhaskar booked newspaper for six months.
On the release on 4th July, 2000 its circulation was 3.5 lakh.
It was the part of the marketing strategy that Dainik Bhaskar
booked the newspaper at this large scale keeping in view the
decrease analysis also. This planning of Dainik Bhaskar
gained success and it gave excitement to other newspaper
organizations.
196
During the launch period of Dainik Bhaskar, Dainik
Jagran was also preparing to introduce themselves but it was
not from Haryana state. After success of Dainik Bhaskar,
Dainik Jagran started local editions in 2003 and set up
publishing from Panipat and Hisar. At that time the
circulation number of Dainik Jagran was approximately
50000 copies. Dainik Jagran also conducted survey on the
line of Dainik Bhaskar from door to door and prepared its
own reader group. On the results of survey this newspaper
increased circulation from 50000 to 150000 copies.
The Dainik Jagran continued its survey and increased
circulation number. The third competitor Punjab Kesari
adopted local pullout strategy in 2006 and determined to
increase circulation with conduct of survey.
TABLE-14
EFFECT OF SURVEY ON THE CIRCULATION OF DAINIK JAGRAN NEWSPAPER.
Sr.
No
Newspaper Printing
Centers
Circulation
duration
Circulation
1. Dainik Jagran Noida January to
June-2003
(Before Survey)
16000
copies
2. Dainik Jagran-
26 July, 2003
(Panipat Edition)
Panipat July to
December-2003
(After Survey)
70000
copies
Source: Audit Bureau of Circulation
197
FIGURE-14 EFFECT OF SURVEY ON THE CIRCULATION OF DAINIK
JAGRAN NEWSPAPER.
16000
70000
0
10000
20000
30000
40000
50000
60000
70000
Cir
cu
lati
on
January to June-2003 July to December-2003
Years
Dainik Jagran
Source: Audit Bureau of Circulation
DAINIK JAGRAN - EFFECT OF SURVEY ON THE CIRCULATION - ANALYSIS
Dainik Jagran was being circulated in Haryana from
1990. The people were conversant with this but the
circulation number was short. After the successful survey by
the Dainik Bhaskar, Dainik Jagran also adopted this. Along
with inception of printing press at Panipat, Dainik Jagran
was re-launched on 26 July 2003. As Dainik Bhaskar had
already established in Haryana, the attempts were made to
prepare new readers, in spite of touching Dainik Bhaskar
customers. There was a large number of educated urban
population which was not purchasing newspaper. The Dainik
Jagran targeted this population and conducted survey. On
198
the start of survey, Dainik Jagran noticed increase in
circulation and no effect was noticed for Dainik Bhaskar. To
say Dainik Jagran prepared its new readership group.
According to the information, before survey the circulation
was 16000 copies in the Panipat zone i.e. district
Kurukshetra, Ambala, Yamuna Nagar, Sonepat and Karnal
which now after survey reached at the figure of 70,000
copies. During this period survey was also conducted in
Gurgaon and Faridabaad and with a circulation of 50,000
copies it is at no-1 there. In the first phase of 2004 the
circulation of Dainik Jagran was 185723 copies.
TABLE-15
AFFECT OF SURVEY ON THE CIRCULATION OF DAINIK BHASKAR NEWSPAPER
Sr.
No
Newspaper Printing
Centers
Circulation
duration
Circulation
1. Dainik Bhaskar
(Panipat and Hisar
Editions)
* * *
2 Dainik Bhaskar-4
June, 2000
(Panipat and Hisar
Editions)
Panipat
& Hisar
July to
December
2000 (After
Survey
2,71,000
copies
Source: Audit Bureau of Circulation
199
FIGURE-15
AFFECT OF SURVEY ON THE CIRCULATION OF DAINIK BHASKAR NEWSPAPER
0
271000
0
50000
100000
150000
200000
250000
300000
Cir
cu
lati
on
January to June-2000 July to December-2000
Years
Dainik Bhaskar
Source: Audit Bureau of Circulation
DAINIK BHASKAR - EFFECT OF SURVEY ON THE
CIRCULATION - ANALYSIS
The Dainik Bhaskar introduced world „survey‟ in the
journalism world of Haryana. It introduced itself in 2000
year. This name was new for the people of Haryana and the
Dainik Bhaskar management on popular response of the
marketing survey decided to launch the newspaper in
Haryana. They sent a surveyor team of 2000 young men in
the market, who wore cap with Dainik Bhaskar logo but
people of area were not conversant with its name. The
surveyor groups were able to create excitement in the cities.
Approximately, five lakh houses were knocked between six
months. People were asked – what kind of news paper they
200
like. What kind of news they prefer. what should be the cost
of paper etc. The telephone directories and calendars were
presented to the people. On the basis of suggestions given by
the people and question- answers basis, the data was
decided. On the same basis price was decided and an
advance booking was made for the six months supply of the
newspaper. According to the sources Dainik Bhaskar booked
approximately 3 lakh copies and with effect from 4th June
2000 the working of printing was started at Panipat.
According to ABC (Audit Bureau of Circulation) the circulation
data circulated for 2001. The number of copies circulated
was 2.71 lakh. In this way in the new century, with new
marketing strategy the Dainik Bhaskar earned increase in the
market at its first attempt. To maintain this increase, the
strategy had already been finalized in the start and due to
which the Dainik Bhaskar is able to remain at no-1 in
Haryana for the last 8 years. Under the research the data of
2004 to 2008 have been decided for analysis.
IV.5.2. SCHEMES AND GIFT PROPOSALS
The newspaper make propaganda and circulation in
different ways such as, organizing events at different times,
by giving advertisements and presenting circulation numbers
in a different manner or by attracting the readers by giving
gifts and providing schemes along with increase in circulation
help control the circulation number of the newspaper.
SCHEMES AND GIFTS PROPOSALS ADOPTED BY DAINIK
JAGRAN - AN INTRODUCTION
Under the research, different newspapers adopted to
201
increase circulation number and tried to maintain the
circulation. Dainik Jagran began gifts and schemes proposal
from August to October-2003 with the name of „Jagran Aya
Uphaar Laya ‟. In this scheme the readers have to paste 80
coupons out of 90 coupons in a series of 90 days circulation
on given format. After collecting filled in format and on
appointed date the names of readers were announced by a
lottery system draw. The selected readers were given prizes.
The Dainik Jagran conducted a scheme from 25 November to
30 December 2003 with „Khelo jagran Tambola‟ name. In this
scheme readers were provided an entry ticket along with the
bill. The numbers in a series or all the numbers formed cut
was considered for prizes and he was advised to get prize at
the Dainik Jagran office. After this between 17 May to 16
July 2004 Dainik Jagran conducted, „Scratch and Win‟
scheme which was continued in the name of „Scratch and win
–Part-II‟ during 5 August to 3 October 2004. Keeping in view
the Holi festival Dainik Jagran presented „Holi Mein Bhar Lo
Jholi‟ scheme from 28 February to 29 May 2005. Under this
scheme to encash circulation the readers were attracted.
Form 30 August to 29 October 2005, „Utsav Upahaar Yojana‟.
was conducted in which coupon, lucky draw was announced
with attractive prizes. Later on from 5 July to 30 October
2007, „Monsoon Dhamka Yojana‟ was conducted and „Uphaar
Yojna and Scratch and win‟ were given to the readers.
GIFTS AND SCHEMES - AN INTRODUCTION
1. ‗Jagran Aya, Uphaar Laya‘
In this scheme from August 2003 to 25 October 2003 the
202
readers were to paste 80 coupons out of given 90 coupons
from 90 days newspaper, daily circulations on a given
format. This format was to be supplied on two different
times in the period of 90 days. The readers pasted coupons
and deposited at local Dainik Jagran offices. The main
thing was that there was a master coupon which was must
to be pasted. After collecting these filled-in forms and on
the fixed day the names of winners were declared and
decided prizes were distributed.
2. ‗Khelo Jagran Tambola‘
This scheme was launched between 25 November to 30
December 2003 by the Dainik Jagran. A tambola ticket
was given with bill to the readers. Different numbers were
published in these tickets. These numbers were to be
compared with the numbers printed in the newspaper and
to be cancelled accordingly. Numbers of any reader in one
series or found-cut cancelled were eligible for prize at the
Dainik Jagran office.
3. ‗Scratch and Win‘
This scheme was conducted by Dainik Jagran between 17
May to 16 July 2004. Under this scheme the readers had
to cut and paste the mast heads for five days and had to
deposit in the newspaper office. In return, the readers was
supplied a scratch card. This was to be scratched and if
any number is found after scratch, the prize was given on
the spot. For a try, again scratch card the reader had to
deposit five such scratched cards for the consolation prize.
203
4. ‗Scratch and Win-Part-II‘
This scheme was conducted between 5 August to 30
October, 2004. This was a re-launch of the previous
scheme. The format of this scheme was the same. Under
this scheme the readers have to deposit five mast-heads, a
scratch card was issued to the readers to scratch. On
scratch, the eligible prize was given to them. In case of try
again, the readers have to deposit five such cards for
consolation prize.
5. ‗Holi Main Bhar Lo Jholi‘
Keeping in view the Holi festival Dainik Jagran launched
this scheme between 28 February to 29 May 2005. To
encash circulation on Holi the readers were attracted
towards the scheme. As a whole this scheme was on the
lines of coupon scheme. Under this scheme 60 coupons
were to be pasted on the given format out of 90 coupons.
This format was published only twice in the duration of 90
days. To paste the master coupon was necessary. After
collecting these filled-in forms, the names of winners were
announced on the day of declaration and prizes were given
to the winners.
6. ‗Utsav Uphaar Yojana‘
This scheme was conducted for two months between 30
August to 29 October. In this scheme big prizes were
announced and lucky draw was organized and prizes were
distributed to the winners. In this scheme 50 coupons
were to be pasted on the given format out of 60 coupons.
This format was published twice during the period of 60
204
days. The readers after pasting coupons deposited the
formats in Dainik Jagran office. Pasting of master coupon
was must. After collecting these forms and on the
appointed day the prizes were given to the winning readers
by way of lottery.
7. ‗Mansoon Dhamka‘
After a long gap Dainik Jagran from 5 July to 30 October
2007 launched this scheme. With big advertisements and
outdoor publicity this scheme was propagated and
circulated. This 105 days scheme was on the pattern of
coupon and lucky draw.
8. ‗Upahaar Yojna-Scratch and Win‘
By combining two schemes this scheme was launched for
the readers. In the first scheme readers have to paste 60
coupons out of 90 coupons on the format. This was to be
deposited in Dainik Jagran office and there a scratch card
was given to scratched. The prizes of the scratched card
were given on the spot. In addition to this the coupon
format filled by the Dainik Jagran local office were sent to
head office. The result of lucky draw is still awaited.
SCHEMES AND GIFTS PROPOSALS ADOPTED BY DAINIK
BHASKAR - AN INTRODUCTION
Dainik Bhaskar launched in 2003 „Jeeto Panch Crore
Coupon‟ proposal between July to December 2003 for six
months. After this every month, „Malamaal Scheme‟ between
January to June 2004 was conducted. Later on for Haryana
readers, „Jeeto Haryana Ko‟ scheme between July to
December 2004 started the newspaper distributed prize
205
among the selected readers. Dainik Bhaskar launched for full
2005 year, „Kis Ke hon Sapne Sakar‟ scheme. It was an
attractive scheme where cash prizes were given to the
readers. The scheme launched in 2003, „Jeeto Panch Crore‟
coupon scheme between January to July 2006 was re-
launched one. After this, „Ek Kilo Sona, Ek Kilo Chandi‟ was
organized between July to December 2006. This prize was
distributed among winners in the shape of coins of 10 grams,
50 grams and 20 grams.
GIFTS AND SCHEMES - AN INTRODUCTION
1. ‗Jeeto Panch Crore‘
It was based on coupons as evident by its name. The main
attractive thing was to promote the amount of Rs 5 crores.
Under the coupon proposal this scheme was between July
to December 2003 for 6 months. In this proposal the
readers have to paste coupons and deposit these in Dainik
Bhaskar office on a given format. By the lucky draw the
winners were given prizes.
2. ‗Har Mahine Malmal‘
This scheme was launched by Dainik Bhaskar between
January to June 2004. Under this scheme the reader have
to paste coupons on a given format and these were to be
deposited in Dainik Bhaskar office. The newspaper after
selecting winners distributed prize among them every
month. These prizes were distributed on monthly basis.
3. ‗Jeeto Haryana‘
Along with other schemes Dainik Bhaskar launched this
proposal on the basis of coupon in Haryana from July to
206
December 2004. The readers have to paste coupons on a
given format and deposit them in Dainik Bhaskar office.
The newspaper every month selected winners out of these
formats and distributed prizes.
4. ‗Kiske hon Sapnae Sakar‘
This scheme was introduced by Dainik Bhaskar
throughout the year from January to December 2005. The
attractive thing was that prizes were given in cash in this
scheme to the readers. On the pattern of other schemes
this scheme was also on coupon basis in Haryana. The
coupons were to be deposited in Dainik Bhaskar office. The
newspaper selected winners by way of lottery system and
distributed prizes in cash to the readers.
5. ‗Phir Jito Panch Crore‘
Started in the year 2003 the prize scheme Phir Jeeto Panch
Crore through coupon system again launched by the
Dainik Bhaskar for its readers from January to July 2006.
This was coupon based continued for six months. The
readers were required to paste the coupons on the given
format and deposit the same in Dainik Bhaskar office. The
prizes were drawn through lucky draw and given to the
readers.
6. ‗Ek Kilo Sona-Ek Kilo Chandi‘
These schemes were launched from July to December 2006
for Haryana readers by the Dainik Bhaskar. In this scheme
coupons were to be pasted and deposited in were Dainik
207
Bhaskar office. The selected format readers were
distributed gold and silver (Sona-Chandi) in the form of
coins in 10 gm, 20 gm and 50 gms.
7. ‗Dhamaka Offer‘
The January to June-2007 Dainik Bhaskar scheme was on
the basis of other schemes. It was conducted on coupon
basis of other schemes. The readers were to collect and
paste coupons for six months on the prescribed format.
The lucky draw was conducted and prizes were distributed
among readers.
This scheme was conducted at every district local office
from July to December 2007. In this period Dainik
Bhaskar representatives visited the houses of the readers
to verify the purchase of newspaper by the readers. On
showing the newspaper the readers became eligible for the
prizes on the spot by the Dainik Bhaskar representatives.
8. ‗Offer Dhamaal, Baniye Malamaal‘
Started in July 2008 this scheme was also based on lucky
draw and coupon. Under this scheme the readers were to
collect and paste coupon on the prescribed format every
month and to be deposited in the Dainik Bhaskar office.
The Dainik Bhaskar office every month arranged a lucky
draw and prizes were distributed to the readers. This
scheme continued for six months. Under this scheme
important thing was that the announcement of prizes and
their distribution were conducted on monthly basis.
208
pANALYSIS OF SCHEMES AND GIFTS CONDUCTED BY
DAINIK BHASKAR AND DAINIK JAGRAN NEWSPAPERS
FOR INCREASE THE CIRCULATION WITH CIRCULATION
NUMBER
Dainik Bhaskar and Dainik Jagran newspapers from
time to time are organizing prize schemes with the view to
attract readers through dreams to be rich. During the period
of research various schemes were launched by the
newspapers. The effects of these schemes are analyzed with
following Table No- 16.
For five years continuous years the Dainik Bhaskar
conducted schemes whereas Dainik Jagran started many
schemes for the readers. The schemes presented in the
market at parallel level reduced effect of the same. But the
intention to be a leader in the market, every organization to
promote its product introduce such schemes. In the year
2003, Dainik Jagran launched „Jagarn Aya, Uphar Laya‟ and
„Khelo Jagran Tambola‟. At the introduction of this scheme
the circulation of Dainik Jagran was 156118 copies which
increased in the first phase of 2004 up to 185723 copies i.e.
29605 copies increase. The credit here goes to these
schemes.
209
TABLE-16
ANALYSIS OF GIFTS AND SCHEMES CONDUCTED BY DAINIK JAGRAN TO INCREASE CIRCULATION IN
HARYANA. (ROUND –I AND ROUND-II)
Year
Roun
d
Dainik
Jagran Name of the scheme Duration of Scheme
2003 II 15611
8
Jagran aya,Uphar laya Ist August to
25 October-2003
Khelo Jagran Tambola 23 Novemebr to
20 December-2003
2004 I 18572
3
Haryana Jagran Dhamaka
23 January to
23 April, 2004
II 21403
7
Scratch and Win 17 May to
16 July,2004
Scratch and Win-Part-2
5 August to
3 October,2004
2005 I 23417
7
Holi mein bhar lo Jholi 28 February to
29 May, 2005
II 23034
8
Utsav Uphar Yojna July to December-
2005
200
6
I 21990
4
Utsav Uphar Yojna January to June-
2006
II 22131
9
Utsav Uphar Yojna July to December-
2006
200
7
I 22580
3
Mansoon Dhamaka 5 July to
30 October-2007
II 24483
3
Uphaar Yojna+Scratch and Win
2 November 2007 to
30 January-2008
200 I 24144 Uphaar Yojna+Scratch and Win
2 November 2007 to
210
8 6 30 January-2008
II 24049
8
Uphaar Yojna+Scratch and Win
2 November 2007 to
30 January-2008
Source: Audit Bureau of Circulation
GRAPH-16
ANALYSIS OF GIFTS AND SCHEMES CONDUCTED BY DAINIK JAGRAN TO INCREASE CIRCULATION IN
HARYANA. (ROUND –I AND ROUND-II)
0
50000
100000
150000
200000
250000
300000
Cir
cu
lati
on
II I II I II I II I II I II
2003 2004 2005 2006 2007 2008
Years
Dainik Jagran
Source: Audit Bureau of Circulation
In view of the response shown by Haryana people the
Dainik Jagran management launched this proposal in 2004,
„Haryana Jagran Dhamaka‟. This scheme gave a positive
response and in this period of six months Dainik Jagran
noticed an increase of 28000 copies in circulation, for which
the scheme was being launched. On the other hand, Dainik
Bhaskar also conducted the same type of proposal „Jeeto
Panch Crore‟ and „Har Mahine Malamal‟. Under these
proposals in 2004 first phase Dainik Bhaskar increased
circulation up to 248994 copies which included increase of
211
24098 copies.
Dainik Jagran launched „Haryana Jagran Dahamaka‟
and Dainik Bhaskar too, launched „Jeeto Haryana‟ for the
readers in Haryana but the results of both the proposals were
not so positive. Dainik Bhaskar decreased approximately
10000 copies. In 2004 second phase circulation of Dainik
Bhaskar 273092 copies which in the first phase of 2005
noticed 264202 copies. To recoup this decrease Dainik
Bhaskar decided to give away cash prizes to the readers
directly and launched, „Kiske Honge Sapnae Sakar‟ scheme.
Instead of giving T.V, fridge or other product, cash prizes
were distributed on the spot to the winner readers. This
scheme remained continued for one year.
TABLE-17
ANALYSIS OF GIFT & SCHEMES LAUNCHED BY DAINIK
BHASKAR TO INCREASE CIRCULATION IN HARYANA (ROUND-I AND ROUND-II)
Year Round Dainik Bhaskar
Name of the scheme Duration of Scheme
2003 II 246508 Jeeto 5 Crore-coupan Yojna July to December-2003
2004 I 248994 Har mahine Malamaal January to June-2004
II 273092 Jito Haryana July to December-2004
2005 I 264202 Kiske ho Sapne Sakar January to December-2005
II 293264 Kiske ho Sapne Sakar January to December-2005
2006 I 265556 Phir Jito 5 Crore January to July-2006
II 269417 1 Kilo sona-1 Kilo chandi July to December-2006
2007 I 257049 Dhamaka Hai Offer January to June-2007
II 256626 Bhaskar Hai, Apke Dwaar July to December-2007
212
2008 I 254987
Offer Dhamal, Baiyae
Malamal
July 2008 to till scheme end
II 261185 * *
Source: Audit Bureau of Circulation
GRAPH-17
ANALYSIS OF GIFT &SCHEMES LAUNCHED BY DAINIK BHASKAR TO INCREASE CIRCULATION IN HARYANA
(ROUND-I AND ROUND-II)
0
50000
100000
150000
200000
250000
300000
Cir
cu
lati
on
II I II I II I II I II I II
2003 2004 2005 2006 2007 2008
Years
Dainik Bhaskar
Source: Audit Bureau of Circulation
In 2005 first phase Dainik Bhaskar noticed increase in
circulation of 11% and the data was from 264202 to 293264.
In the second phase this proposal did not work and Dainik
Bhaskar noticed decrease of 28000 copies. During this period
other newspapers also launched prize schemes and after that
Dainik Bhaskar circulation was noticed 265556 copies.
In the year 2006 Dainik Bhaskar again launched the
scheme of 5 crore but it did not find increase in circulation,
213
only 4000 copies were noticed for increase. After this, „1 Kilo
Sona-1 Kilo Chandi‟ scheme also did not bore fruits and even
the, „Bhaskar Apkae Dwar‟ was found successful. As a result
of this, according to the management strategy, it could
maintain the circulation stable. In the period of one and half
year the circulation from 269417 came down to 254987 in
2008 first phase. After this Dainik Bhaskar, „Offer Dhamaal,
Baniyae Malamal‟ schemes and the decrease turned to
increase in 2008 second phase with 7000 copies.
Dainik Jagran to increase circulation on the pattern of
Dainik Bhaskar launched, ‗Scratch and Win‘ scheme which
showed exciting results. It noticed an increase of 9.5% i.e.
20140 copies increase in the first phase of 2005 with total
sale of 234177 copies. After this Dainik Jagran launched,
„Holi Mein Bhar Lo Jholi‟ and „Utsav Uphaar Yojna‟ which
showed decrease and in second phase of 2005 the decrease of
1.63% was noticed in circulation. The data was 230348
copies.
After that Dainik Jagran did not launched the „Uphaar
Yojana‟ and circulation data decreased continuously. The
decrease in circulation continued and data was 221319
copies. The, „Mansoon Dhamaka Yojana‟ launched in 2007
bore fruits and an increase was noticed in the circulation of
20000 copies in 2007 second phase. And the „Uphaar Yojana‟
is continuing but the increase is on small rate.
IV.5.3. LOCAL PULLOUTS
At the time of launched Dainik Bhaskar in Haryana in
the year 2000 supplied a pull out of four pages with the
214
newspaper. This was in the name of Kurukshetra, Karnal,
Kaithal and Jind Bhaskar etc. This was meant as the
newspaper of own city. This contained news only for the city
concerned in two pages and on other two pages the important
news of the surrounding cities. From here the word ‗local
pullout‘ emerged in journalisim before that in practical, the
pullout was meant the magazines being supplied with the
newspapers. With the daily local pullouts the – local
programe news, organization programs and political activities
were made available and the people liked this concept very
much. After the success of Dainik Bhaskar, the Dainik
Jagran and Punjab Kesari adopted this strategy.
To know the circulation number decrease–increase ratio
facts and their reasons, six newspapers of Haryana can be
divided in two sections. First section contain the newspapers
which supply with their national newspapers (10-12 pages) a
local edition. These editions are coming district-wise with
three newspapers such as Dainik Bhaskar, Dainik Jagran
and Punjab Kesari. Second section contains without pullout.
They print only national editions. Such as Amar Ujala, Dainik
Tribune and Hari Bhoomi. In the given Tables and Graphs.
No-18 and 19, we will study the facts of the same where in
the main reasons of increase and decrease of these
newspapers have been shown.
NEWSPAPERS WITH LOCAL PULLOUT
In the Table No-18 the newspapers of the first sections
have been included which presented themselves along with
local pull out editions. In fact this new trend provided
215
Haryana readers a new experience. The readers accepted this
at once with great pleasure either that was Dainik Bhaskar,
Dainik Jagran or Punjab Kesari. The data shown in Table-18
show that all the three newspapers are making competition is
noticed in between their circulation number. In the increase-
decrease process of these newspapers the reason is that they
applied the strategy of giving schemes, gift proposals,
branding activities etc. with the newspaper on different
times; including re-launch. For example, Dainik Jagran set
up press at Panipat in 26 July 2003, Punjab Kesari on 1
June 2006 and in Hisar Jagran set up press in 2000 and
Punjab Kesari were coming from Ambala in 1991 and it re-
launched from Panipat and Hisar with local pullout.
Along this, these newspapers appointed their
representatives to control the circulation who evaluated from
time to time the increase-decrease of circulation and made
successful efforts. These newspapers broke tendency of the
common phrase that newspaper are for the VIPs.
TABLE-18
ANALYSIS OF CIRCULATION - LOCAL PULL OUT NEWSPAPERS IN HARYANA (ROUND-I AND ROUND-II)
Year
Roun
d
Dainik
Bhaskar
Dainik
Jagran
Punjab
Kesari
200
4 I
248994 185723 128820
II 273092 214037 131259
200
5 I
264202 234177 127383
II 293264 230348 125882
216
200
6 I
265556 219904 119879
II 269417 221319 137130
200
7 I
257049 225803 145584
II 256626 244833 158501
200
8 I
254987 241446 160127
II 261185 240498 169130
Source: Audit Bureau of Circulation
GRAPH-18
ANALYSIS OF CIRCULATION - LOCAL PULL OUT NEWSPAPERS IN HARYANA (ROUND-I AND ROUND-II)
0
50000
100000
150000
200000
250000
300000
350000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cu
lati
on
Dainik Bhaskar
Dainik Jagran
Punjab Kesari
Source: Audit Bureau of Circulation
TABLE-19
ANALYSIS OF CIRCULATION -WITHOUT LOCAL PULL OUT NEWSPAPERS IN HARYANA (ROUND-I AND ROUND-II)
Year Round Dainik Tribune Hari Bhoomi Amar Ujala
2004 I 28368 67911 61423
217
II 21350 74180 60382
2005 I 23053 75360 59231
II 20273 72623 57732
2006 I 17764 79191 45260
II 21273 79254 45084
2007 I 20902 75630 46134
II 21312 72623 48667
2008 I 20296 83155 49600
II 18202 82990 48261
Source: Audit Bureau of Circulation
GRAPH-19
ANALYSIS OF CIRCULATION - WITHOUT LOCAL PULL OUT NEWSPAPERS IN HARYANA (ROUND-I AND ROUND-II)
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cu
lati
on
Dainik Tribune
Hari Bhumi
Amar Ujala
Source: Audit Bureau of Circulation
NEWSPAPERS WITHOUT LOCALPULL OUT
If we see the details of circulation number of the three
newspapers then we find that these newspapers Dainik
218
Tribune, Hari bhoomi and Amar Ujala are struggling in
establishing their selves. The oldest newspaper The Tribune
is publishing on traditional values. The Tribune Trust did not
take a step for the increase of circulation and had not
adopted any strategy in this regard.
With the coming of changes in the society likes and
dislikes of the readers The Dainik Tribune did not gave effect
to its strategy. To analysis the circulation data from 2004 to
2008 it reached from 28000 to 18000 copies. Whereas in
these five years the daily Dainik Bhaskar after its launch in
Haryana have a stable circulation data. It is clear directly
that the Dainik Tribune has a separate section of its readers
which are satisfied with the Dainik Tribune. Likewise Amar
Ujala which started with a big survey in Haryana following
true value and editorial elements of journalism is decreasing
circulation number. Starting with a circulation of 61423 in
2004 it is at circulation of 48261 copies in 2008. The main
reasons behind this are that competitors enabled themselves
in creating readership and Amar Ujala loose its circulation in
Haryana.
Hari Bhoomi which has the status of first newspaper of
Haryana, unfortunately in the absence of local pull out and
infrastructure could not increase circulation. It was also due
to non-supply of national and international news to the
readers. Hari Bhoomi in comparison to these two newspapers
have presented itself in a better way. In 2004 its circulation
was 67911 copies and with struggling ups and downs it is
now circulating 82990 copies in 2008.
219
In brief, there are three reasons in loosing circulation
by these newspapers. The first is the non-presentation of
local pull out whereas this strategy was appreciated and
accepted by the readers of Haryana. The second reason is
that the publishers did not change their strategy according to
the market and its needs. Thirdly, in lakh of infrastructure
they could not invest in the market to increase circulation
and achieve the goals.
IV.5.4. PRICE
The price of sale also plays an important role in the
increase and decrease of circulation of newspaper. Up to the
year 2000 Punjab Kesari was most popular newspaper in
Haryana. At that time its sale price was 3.50/- per copy. On
the survey analysis conducted by Dainik Bhaskar the issue of
decreased sale price was considered on the suggestion of lakh
of people and Dainik Bhaskar fixed Rs 1.50/- per copy and
Dainik Bhaskar provided the newspaper at the rate of Rs
1.00/- per copy to the readers who booked the paper during
survey period. In this way the circulation of Dainik Bhaskar
reached many times more in comparison to Punjab Kesari.
Later on Punjab Kesari had to reduce the sale price.
The sale price affects directly the circulation number.
By virtue of this reason, the sale price of the newspaper is
found almost equal. The newspaper who does not like to
compete in the market and has less circulation in Haryana,
has a high sale price and their readers are fixed.
220
ANALYSIS OF EFFECTS OF COVER SALE PRICE IN
CIRCULATION OF A NEWSPAPER
During the period of research, the sale price of
newspapers was less in 2004 year. In the year 2005 an
increase in sale price was made. After 2005 till 2008 the sale
price is stable and no decrease has been done. However, the
cost cutting process has been adopted by way of reducing
pages or size reduction of the newspaper. During the period
of year 2000 to 2004 Dainik Bhaskar sold newspaper @ Rs
1.50/- per copy and with magazine on week-end days it was
sold @2.00/- per copy.
During the period of research, for the year 2004 Dainik
Bhaskar, Punjab Kesari, Dainik Jagran, Hari Bhoomi, Amar
Ujala was sold @ 1.50/- per copy and on week-end days @ Rs
2.00/- per copy, whereas The Tribune was sold @ Rs 2.00/-
per copy. The Dainik Tribune, even after competition did not
reduce sale price, due to which a decrease was noticed in the
circulation.
In the year 2005, Dainik Bhaskar, Dainik Jagran,
Dainik Tribune, Hari Bhoomi sold newspaper @ Rs 2.00/- per
copy and on week-end day @ Rs 2.50/- per copy whereas
Punjab Kesari and Amar Ujala sold newspapers @ Rs 2.00/-
per copy and on weekend days with magazine @ Rs 3.00/-
per copy. After this in the year 2006 Hari Bhoomi and Dainik
Tribune did not increase sale price and under the period of
research other newspaper sold @ Rs 2.00/- per copy and on
week-end days with magazine @ Rs 3.00/- per copy and it is
221
in vogue till today. The Dainik Bhaskar during five years sold
newspaper at the same @ of Rs 2.00/- per copy and 2.50/-
per copy as usual.
In the year 2006 Hari Bhoomi reduced sale price of its
newspaper. On all days it sold @ 1.50/-per copy and on
week-end @ 2.00/- per copy. In this way, Hari Bhoomi earned
profit. During the period of 2006 to 2008 it earned 10000
copies increase in their circulation.
222
TABLE-20
ANALYSIS OF COVER PRICE OF NEWSPAPER IN THE FIVE
YEARS IN HARYANA
Year Dainik Bhaskar
Dainik Jagran
Punjab Kesari
Amar Ujala
Hari Bhoomi
Dainik Tribune
2004 1.50/-
2.00/-
2.50/-
1.50/-
2.00/-
2.50/-
1.50/-
2.00/-
2.50/-
1.50/-
2.00/-
3.00/-
1.00/-
1.50/-
2.00/-
2.00/-
2.50/-
2005 2.00/-
2.50/-
2.00/-
2.50/-
2.00/-
3.00/-
2.00/-
3.00/-
1.50/-
2.00/-
2.00/-
2.50/-
2006 2.00/-
2.50/-
3.00/-
2.00/-
3.00/-
2.00/-
3.00/-
2.00/-
3.00/-
1.50/-
2.00/-
2.00/--
2.50/-
2007 2.00/-
2.50/-
3.00/-
2.00/-
3.00/-
2.00/-
3.00/-
2.00/-
3.00/-
1.50/-
2.00/-
2.00/-
2.50/-
2008 2.00/-
3.00/-
2.00/-
3.00/-
2.00/-
3.00/-
2.00/-
3.00/-
1.50/-
2.00/-
2.00/-
2.50/-
Source: Audit Bureau of Circulation
IV.5.5. PLACE OF PUBLICATION
During the period of research, the data tells us that by
printing newspaper at local level or in Haryana it affects
increase in newspapers circulation a lot. The reasons can be
analyzed as under:
1. TIME
To supply newspaper from a distant place takes time in
223
transportation. Some time due to weather reasons the
newspaper comes late and could not be made available to the
readers on time.
2. NON COVERAGE OF NEWS AND EVENTS
The publication of the newspapers coming from Delhi,
Chandigarh and Noida is done easy, due to which the
coverage of late news is not done. This problem is seen
during cricket day & night matches. In the newspapers
printed from Ambala, Panipat and Hisar the result is printed
with full details whereas newspapers coming from distant
locations have not the first innings coverage with details.
During the period of research, two major accidents occurred
in the state, for which not a single mention was published by
the newspapers of Chandigarh and Delhi editions whereas
newspaper coming from Panipat and Hisar published full
pages of these accidents. The first report was „Samjotha
Express Blast‟ in Panipat which occurred at 11:00 PM in
night. The second incident occurred at village Haldheri
(Shabaadd) in district Kurukshetra wherein a child named
Prince was dropped in a bore well. On the next day national
and international newspapers and TV channels covered this
news but on the first day only newspapers published from
Panipat and Hisar could cover these accidents.
Analysis of data regarding place of publication clearly
shows this affect. During the period of research, the
newspapers published from Haryana in different cities the
circulation decrease and increase was noticed but newspaper
published from Noida and Chandigarh or Delhi showed
224
considered decrease. As a mention of data, the Dainik
Bhaskar circulated 248994 copies in the year 2004 which in
the year 2008 increased to 261185 copies
TABLE-21
ANALYSIS OF NEWSPAPERS CIRCULATION PUBLISHED
FROM VARIOUS CITIES (PANIPAT-HISAR-AMBALA-ROHTAK) IN HARYANA (ROUND – I AND ROUND-II)
Sr No.
Newspaper
Printing
Centers
Year-2004
(I)
Year-2008 (II)
Circulation (%)
Circulation
Average Growth rate (%)
1 Dainik Bhaskar
Panipat-Hisar
24899
4
26118
5
+4.8 +0.96
2 Dainik
Jagran
Panipa
t-Hisar
18572
3
24049
8
+29 +5.8
3 Punjab
Kesari
Panipa
t-Hisar-Ambal
a
12882
0
16913
0
+23 +4-6
4 Hari
Bhoomi
Rohtak 67911 82990 +31 +4-4
Source: Audit Bureau of Circulation
During these five years of decrease and increase in
circulation, the Dainik Bhaskar noticed 5% increase in
circulation. The Dainik Jagran noticed increase of 29% and
found increase from 185723 copies to 240498 copies. Punjab
Kesari noticed circulation of 169130 copies, which in
comparison to 2004 circulation increased 31% i.e. total
circulation was 128820 copies.
Without local pullouts newspaper Hari Bhoomi is the
225
only newspaper which is published from Haryana and noticed
increase. Published from Rohtak this newspaper shown
circulation in 2004 as 67911 which increased 22% in 2008
with total circulation of 82990 copies.
TABLE- 22 ANALYSIS OF CIRCULATION OF NEWSPAPERS PUBLISHED
OUTSIDE HARYANA (NOIDA-CHANDIGARH-DELHI) ROUND –I AND ROUND—II)
Sr. No..
Newspaper Printing Centers
Year-2004
(I)
Year-2008 (II)
Circulation (%)
Circulation
Average Growth rate (%)
1 Amar Ujala
Noida 61428 48261 -21 -4.2
2 Dainik
Tribune
Chandigarh 28368 18202 -35 -7.6
Source: Audit Bureau of Circulation
TABLE-23
ANALYSIS OF NEWSPAPER CIRCULATION IN FIVE YEARS IN HARYANA (ROUND –I AND ROUND-II)
Year Round Published
from Haryana
Published
from Haryana
Published
from Haryana
Published
from Haryana
Published
from outside
Haryana
Published
from outside
Haryana
Dainik
Bhaskar
Dainik
Jagran
Punjab
Kesari
Hari
Bhoomi
Dainik
Tribune
Amar
Ujala
2004 I 248994 185723 128820 67911 28368 61423
II 273092 214037 131259 74180 21350 60382
2005 I 264202 234177 127383 75360 23053 59231
II 293264 230348 125882 72623 20273 57732
2006 I 265556 219904 119879 79191 17764 45260
II 269417 221319 137130 79254 21273 45084
2007 I 257049 225803 145584 75630 20902 46134
226
II 256626 244833 158501 72623 21312 48667
2008 I 254987 241446 160127 83155 20296 49600
II 261185 240498 169130 82990 18202 48261
Source: Audit Bureau of Circulation
GRAPH-20
ANALYSIS OF CIRCULATION IN FIVE YEARS IN HARYANA
(ROUND –I AND ROUND-II)
0
50000
100000
150000
200000
250000
300000
350000
I II I II I II I II I II
2004 2005 2006 2007 2008
Years
Cir
cu
lati
on
Dainik Bhaskar
Dainik Jagrana
Punjab Kesari
Dainik Tribune
Hari Bhumi
Amar Ujala
Source: Audit Bureau of Circulation
On the other hand, published from Noida the Amar
Ujala and published from Chandigarh Dainik Tribune noticed
decrease on viz 21% and 35% respectively. During these five
years Amar Ujala showed decrease from 61428 copies and
Dainik Tribune from 28368 copies to 18202 copies
respectively. As a whole, the analysis show that the
newspapers being published in different cities of Haryana
have increased circulation number in comparison to the
227
newspapers being published from outside Haryana. However,
in respect off decrease –increase of circulation the distance of
place of publication alone may not be a reason but have a
major consideration.
228
IV.5.6. MAGAZINES AND FEATURE PAGES
Under the period of research the newspapers supplied
magazines and feature pages along with main editions. The
detail of which is as under:
TABLE-24
ANALYSIS OF NEWSPAPER WITH MAGAZINES AND FEATURE PAGES CIRCULATION IN HARYANA
(ROUND-I & ROUND-II)
Sr.
No.
News
paper
Magazine Feature
Page
Circulation
Year- 2004 (I) to Year-
2008 (II)
Average Position Difference
in
circulation
(%)
Circulation
Average
growth
rate (%)
1 Dainik Bhaskar
4 7 248994 to 261185
255090 I +4.8 +0.96
2 Dainik Jagran
4 7 185723 to 240498
213105 II +29 +5.8
3 Punjab Kesari
4 3 128820 to 169130
148975 III +23 +4.6
4 Hari Bhoomi
4 1 67911 to 82990
75450 IV +31 +4.4
5 Amar Ujala
2 3 61428 to 48261
54844 VI -21 -4.2
6 Dainik Tribune
2 2 28368 to 18202
23285 V -35 -7.6
Source: Audit Bureau of Circulation
If we analyse the data under report we find that Dainik
Bhaskar provides supplements in a week which include
Madhurima on Wednesday; Bal Bhaskar on Friday; Ras Rang
on Sunday; and feature pages on all seven days of the week
which include Carrier plus on Monday, Amrit on Tuesday;
Yuva on Wednesday; Tehakikat on Thursday; Women Bhaskar
on Friday; Jeete Raho on Saturday and Tare-Sitare on Sunday.
229
GRAPH -21
ANALYSIS OF NEWSPAPERS MAGAZINES AND FEATURE PAGES CIRCULATION OF NEWSPAPERS IN HARYANA
(ROUND-I AND ROUND-III)
Newspaper
1 Dainik Bhaskar
2 Dainik Jagran
6 Dainik Tribune
5 Amar Ujala4 Hari Bhomi
3 Punjab Kesari
0
50000
100000
150000
200000
250000
300000
Dainik
Bhaskar
Dainik
Jagran
Punjab
Kesari
Hari
Bhomi
Amar
Ujala
Dainik
Tribune
1 2 3 4 5 6
Position
Cir
cu
lati
on
s
Source: Audit Bureau of Circulation
Dainik Jagran also provides magazines for four days in
a week which include Sanghi on Monday, Josh on Wednesday,
Sangani on Saturday, Rasrang on Sunday, And feature pages
which includes Shree on Monday, Urja on Tuesday, Champion
on Wednesday, Jeevan on Thursday, Purnima on Friday,
Hamjoli on Saturday, and Jharokha on Sunday.
Punjab Kesari provides magazine for four days which
include Manoranjan on Thursday, Nari on Friday, Bal Kesari
on Saturday and Ravivaryia on Sunday and three feature
pages which include Dharma Sanskriti on Monday, Jindagi on
Tuesday, Career Gyaan on Wednesday and Tantra-Mantra on
Sunday.
Dainik Tribune provides two magazines which include
230
Manoranjan on Saturday and Raviyarya on Sunday and
feature pages four six day in a week which include Ghar
Pariwar on Tuesday, Shiksha Lok on Wednesday, Madhya on
Thursday, Khel Jagat on Friday, Haas-Parihass on Saturday
and Dharam Sanskar on Sunday.
Amar Ujala provides feature pages for two days which
include Aakhar on Friday and Shradhha on Saturday and
magazines for three days which include Career and Education
on Wednesday; Rupayana on Friday and Rangayana on
Sunday.
Hari Bhoomi provides four magazines which include
Saheli on Tuesday, Manzil on Wednesday; Hari bhoomi
Rangayan on Saturday and Ravivar Bharti on Sunday. The
feature pages include Chopaal on Thursday. This is giving
competition to increase circulation.
Keeping in view the circulation of feature pages and
magazines analysis, on almost all the days in a week we find
that the newspapers supplying these magazines and feature
pages have increased their circulation manifold. And the
newspapers providing magazines and feature pages in less
number or not providing this have decreased their circulation
in Haryana.
The Dainik Bhaskar is No-1 in Haryana which provides
four magazines and seven feature pages with regard to
circulation the circulation of Dainik Bhaskar in 2004 was
248994 copies which have increased to 261185 copies in
2008. During these five years including decrease-increase the
Dainik Bhaskar earned 5% increase with four magazines and
231
six feature pages Dainik Jagran found increase in circulation
from 185723 copies to 240498 copies i.e. 29% increase and it
is at No-2 in Haryana.
Punjab Kesari started publication from Panipat and
Ambala and provided four magazines and three feature pages
with newspaper. The circulation in the year 2008 was 169130
copies which was 23% increase in comparison to 2004. This
was the effect of magazines and feature pages due to which
Punjab Kesari newspaper at No-3 in circulation in Haryana.
In the category of without local pullout newspaper, Hari
bhoomi is the only newspaper which is published from
Haryana and its circulation has seen increased in this period.
Published from Rohtak with four magazines and one feature
page, Hari bhoomi is at no-4 in Haryana. And its circulation
was 67911 copies which in 2008 are 82990 copies increase
rate of 31%.
Amar Ujala is at no-5 with two magazines and three
feature pages. This newspaper has noticed decrease in
circulation from 61428 copies to 48261 copies i.e. 21%
decrease. Published from Chandigarh Dainik Tribune two
magazines and one feature pages to its readers and is at No-6
in circulation. The circulation decreased from 28368 copies
i.e. 35%. As the magazines and feature pages supply is not
the only reason in decreasing the circulation but it is
important one.
IV.6. ANALYSIS OF MEDIA EXPERT‘S VIEWS ON CIRCULATION
In the factors of circulation media person‘s role in
preparing lay-out with editorial element and the survey.
232
Prizes, schemes and place of publication are also the
important factors affecting the circulation.
PRESENTATION OF EXPERTS VIEWS OF MEDIA
PERSONALITIES IN RESPECT OF THE RESEARCH ABOUT CIRCULATION FACTORS
1. Mr Rajesh Jha, Circulation Manager, Dainik Jagran,
Panipat Unit
Q. What is the circulation position of Dainik Jagran in
Haryana?
A. Dainik Jagran started publication in 2003 from Haryana.
From then this newspaper in respect of circulation is
continuously at No-2 in the state. As a matter of fact, in
some districts like Gurgon and Faridabad it has more
increase in circulation in comparssion to its competitors.
Q. What are the reasons of being at No-1 in these two
districts.
A. In the year 2000 Amar Ujala conducted survey in theses
districts of National capital region. Later on Dainik
Bhaskar was launched but the survey of this was not
conducted in an effective manner. There Dainik Jagran
surveyed on a large scale which resulted circulation
increase up to 60000 copies in these districts.
Q. So, it means that the circulation in a large number
depends on survey?
A. Exactly, in this period of marketism, the marketing is
much more important to gain success for any product. If
the launching of a product is conducted at a large scale
233
then it finds a good response in the market. In the year
2000 Dainik Bhaskar conducted a vast survey and the
circulation position was made solid. Dainik Jagran in
2003 conducted a mass survey and the response was
good. Because previously Dainik Bhaskar had conducted
a good survey, so a major part of the market had already
been occupied.
Q. In addition to survey, what reasons are there?
A. Yes, Dainik Jagran was already coming before 2003 in
Haryana but circulation was so short. Dainik Bhaskar
had established itself by providing local pull out in the
market. The marketing research was indicative of the
local and surrounding news interests.
The Dainik Jagran taking a step forwards circulates a
four page local pullout in all the districts in comparison
to Dainik Bhaskar. The readers took it up interestingly.
Now, it was established that the demand of local pull out
was much more. The Punjab Kesari and Hari Bhoomi
adopted this strategy later on.
Q. What other reasons affect the circulation of a newspaper?
A. The marketing strategy and lay-out, prizes, schemes
place of publication are the other elements which affect
circulation.
Q. Gift schemes, is this word seems a jack in respect of newspapers circulation?
A. Yes, now every thing is seen as a product in the market
and to popularize product this type of schemes are
necessary to increase the circulation.
234
Q. Then there is no credit of news and editorial elements
in the newspaper circulation?
A. Why, this is not so, the main essence is the news. The
local pullout directly is the editorial element essence. The
local news attracted readers that is why the local news
find importance in the newspapers. In spite of this
feature pages and magazines for different age groups of
reader‘s are the mediums of editorial interests to satisfy.
The district level bureau offices take care of this as what
type of news the readers want and on the basis of this
analysis the news are published.
2. Mr Sheeshpal Singh, Circulation Manager, Amar Ujala,
Haryana (Experience-10 year)
Basically, he is a resident of Kaithal (Haryana) and has
engaged himself with Amar Ujala from the very beginning.
He has seen closely decrease-increase of almost all the
newspapers circulation in the state.
Q. For how many years you are engaged in the newspaper
circulation department.
A. I engaged myself with Amar Ujala newspaper in 1999 and
from then I am working here continuously.
Q. What changes took effect in the journalism seen in
the state?
A. This decade has been changes in the state journalism.
The U.P. based newspaper Amar Ujala and Dainik
Bhaskar from M.P have entered magically in Haryana.
Later on Dainik Jagran and Punjab Kesari made a re-
235
launch and with the introduction of local pullouts they
established in Haryana.
Q. What do you say in respect of Amar Ujala?
A. Amar Ujala was the first newspaper in 1999 which
entered in Haryana. This was the first organization which
established bureau offices at district level with complete
set up like modem, computers etc which were new. It
conducted surveys due to which this newspaper could
find place in the market. In those days Punjab Kesari and
Dainik Tribune were popular in the state. After that in
2000 Dainik Bhaskar conducted large surveys and by
providing loal pullouts they had changed completely the
market interests. At that time Amar Ujala noticed some
changes in circulation but for the last 8-9 years the
circulation is stable.
Q. Why the Amar Ujala not launched the local pullouts?
A. The fact is that Amar Ujala had given priority to the
Haryana news in newspapers. From the very beginning
instead of one newspaper it covered three districts in
form of Dak Edition. There was a provision for each
district in one or half page lay out in the newspaper.
Dainik Bhaskar and Dainik Jagran had created a tough
competition in the market. In this situation Amar Ujala
started giving newspapers for Haryana news.
Q. Does the place of publication from outside Haryana
affect the circulation number?
A. Exactly, having a place of publication at distant places
affects the circulation. Amar Ujala is published from
236
Noida and is being circulated in all Haryana. For this
purpose it is published easily and on some occasion it
could not reach the market in time or sometime some
important news were, the second reason is that with the
short circulation number it is not possible to set up a
printing press due to financial reasons.
Q. So, the Amar Ujala is not going to make changes in its
strategy?
A. In the year 1990 Amar Ujala was being printed at
Chandigarh and supplied in the districts of Haryana from
where later on it was shifted to Noida. Now again it is
being started from Panchkula from where it will be
circulated at Ambala, Yamuna Nagar, Kurukshetra,
Karnal and Kaithal districts.
TABLE--25
Sr No
Dainik Jagran Dainik Bhaskar Amar Ujala
1 Survey Local Pullouts Survey
2 Marketing Strategies
Strategies (Circulation representatives and strategies)
Printing Centers
3 Local Pullouts (Editorial Content)
Cover price of copy Marketing Strategies (Bureau Offices in District level)
4 Prizes schemes & gifts
Marketing Department (Target of Advertisment and circulation)
Local News, Local pullouts ( Facilities of offices, modem, Faxes, Computers)
5 Printing centers
Prices of newspapers
6 Features and magazine Pages
237
Mr Hanish Dhawan. Sr Marketing Manager. Dainik Jagran,
Panipat (Experience- 10 Years)
Q. In view of circulation what the position of Dainik
Jagran in Haryana?
A. The Dainik Jagran is high readership newspaper of India.
In view of circulation number it is at No—2 in Haryana.
Q. I have seen in my research that the circulation is
almost stable that is it is around two lakh. What are
the reasons?
A. Circulation directly not a means of income, but indirectly
it affects the people. The circulation is decided by a
strategy as how much revenue is received from a region.
To make this stable how many copies are required and
the schemes are launched to maintain the circulation. A
copy of the newspaper is priced between 2 to 3 rupees
whereas the cost of production comes much more. The
marketing target and circulation in different districts
have different ratio.
Q. To increase circulation what changes at management
level has occurred?
A. In the part of circulation department was comparative
not so important. No circulation network was there. Now
complete team work together. Each district has its
circulation representative. To form strategy the
circulation department plays an important role.
238
Q. What are the effects of sales price of newspaper in
circulation and income?
A. The sale or cover price of newspaper is the main factor.
By the increase it affects a lot the circulation. For this
reason newspaper expands advertisement department‘s
targets to cover the losses and cost of newspaper is made
stable. The sale price of all the newspapers in market is
thus, found the same.