IMRB survey puts Divya Marathi on top in Aurangabad

The survey was initiated by DB Corp Ltd. which owns Divya Marathi

BestMediaInfo Bureau | Delhi | February 6, 2012

IMRB Survey reveals DIVYA MARATHI's success in Aurangabad. Divya Marathi is Dainik Bhaskar Group's Marathi newspaper launched last year.

The highlights of findings are:

• Divya Marathi with an AIR of 3.42 lac readers has a 25% advantage over Lokmat  2.73 Lacs
• Divya Marathi has  87% more SEC AB readers
• Divya Marathi has , 28% more youth readers (15-34 years)
• Divya Marathi is the first picked up newspaper among readers in Aurangabad, closely followed by Lokmat
• 87% of the readers say that Divya Marathi has met or exceeded their expectations

Speaking on this success Kumar Ketkar, Chief Editor, said, “Divya Marathi is a newspaper completely defined by the readers of Aurangabad. As they have stated in the pre-launch survey, a need for unbiased, politically non-aligned news coverage, Divya Marathi editorial content and design reflects this philosophy of Courageous unbiased journalism and has been hugely appreciated by the readers of Aurangabad. In such a short period, 65% of Divya Marathi readers have stopped reading any other newspaper and 87% state that Divya Marathi has met or surpassed their expectations.”

Divya Marathi currently has 4 editions in Maharashtra, Auranagabd, Nasik, Jalgaon and Ahmednagar.

Vinay Maheshwari VP, Sales and market development says, “The success of Divya Marathi reflects in its high SEC A readership and the profile of its readers. The IMRB survey also reveals that Divya Marathi reader belongs to SEC A/B/C household with SSC/HSC or higher education, living in a house with average of 3 rooms. 57% of the readers have an average monthly income of Rs 10,000+ and they are upwardly mobile. They are comparatively young, believe in investments for future, assuring future by picking up the right kind of life & non-life insurance policies. They have high ownership of durable products such as personal computers, refrigerators, colour televisions, credit cards and four wheelers. For them, Advertisements in newspapers as well as their peer group form the major source of awareness for purchase decisions.'

As per Peter Suresh; Head Strategy at Dainik Bhaskar Group, “We as a standard operating process regularly conduct readership survey for our newly launched editions. As the IRS figures take time to reflect ground realities, these surveys help us to gauge reader connect and editorial direction. The survey also help in bringing alive the changed dynamics of the markets to media planners and advertisers. '

The IMRB survey was initiated by DB Corp Ltd.

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