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Hindustan Overtakes Dainik Bhaskar To Become Second Largest Daily

Takes the lead in total readership; according to average issue readership, Dainik Bhaskar is still No.2.

BestMediaInfo Bureau | Delhi | March 14, 2011

Hindustan has overtaken Dainik Bhaskar to become second most widely read daily in the country. With its Total Readership of 3.52 crore readers, it is 12 lakhs more than Dainik Bhaskar. Though, Dainik Bhaskar is firm at No.2 as per the average issue readership (AIR) data. Dainik Bhaskar has an AIR of 1,39,92,000 whereas Hindustan’s AIR stands at 1,14,52,000.

Hindustan has seen consistent growth over the last seven rounds of IRS (since R1 2008). This growth has seen the daily move from a No4 to a No.2 position.

In the last nine months, Hindustan added 57.8 lakh readers (total readership) to its reader base to emerge as the fastest growing newspaper in the country. A bulk of this growth has come from Uttar Pradesh where Hindustan has added 41 lakh readers in the last nine months. Hindustan now has a 30% share of readership in Uttar Pradesh with total readership of 1.28 crore.

Hindustan’s fortified its stronghold of Bihar with addition of 6.5 lakh readers in the last nine months. Hindustan continues to be a dominant leader in the state and its readership share in Bihar now stands at a massive 83%. Hindustan also registered a historic milestone in Jharkhand, it is now first and the only daily in the state to have more than 50 L readers. Its readership figure of 51.8 lakh is 37% more than its nearest competitor Prabhat Khabar

Hindustan has also registered a massive growth in its Average Issue Readership (AIR) with an addition of more than 15 lakh readers in the last nine months. This makes Hindustan also the fastest growing newspaper in the country in terms of absolute reader gains in AIR. Hindustan’s growth story is not limited to any particular state and has been consistent across geographies it is present in.

Celebrating the new position, Amit Chopra, CEO, HMVL, "It couldn’t have been better, Bhaskar has been dethroned to the no. 3 position and we have surged ahead to become the 2nd largest read daily in the country. Our gains have come across markets and clearly demonstrate the growing strength of the Hindustan brand and its content.”

After writing the new successful chapter, Rajan Bhalla, Head Marketing – Strategic Businesses, HT Media Ltd., said, "Hindustan has been growing steadily in every single IRS round for the last 07 rounds. Its strong growth momentum in readership is on account of a strong editorial connect with the readers and a brand that is sharply focused on enabling its readers to progress in their life both at an individual and societal level. After all 'tarakki' is what drives our readers. And us at Hindustan.”


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