PART I

Facts and Figures

Gujarati Dailies
Figures according to
Indian Readership Survey (IRS)
Following are the top ten language daily newspapers in
India, according to the Indian Readership Survey (IRS)
2010 Quarter 1 released recently by the
Media Research Users Council (MRUC).
The survey was conducted by Hansa Research.
Rank Newspaper IRS 2009 R2 IRS 2010 Q1

1 Malayala Manorama (Malayalam) 91.8 95.94

2 Lokmat (Marathi) 71.04 73.61

3 Daily Thanthi (Tamil) 75.17 73.53

4 Mathrubhumi (Malayalam) 66.78 66.98

5 Ananda Bazar Patrika (Bangla) 64.74 65.32

6 Eenadu (Telugu) 62.24 59.43

7 Gujarat Samachar (Gujarati) 52.09 52.17

8 Dinakaran (Tamil) 52.71 51.93

9 Sakshi (Telugu) 45.56 45.64

10 Daily Sakal (Marathi) 38.67 40.92

(All figures are in lakhs; IRS 2009 R2: IRS 2009 Round 2; IRS 2010 Q1: IRS 2010 Quarter 1)
Figures of total reach that consists
Mumbai
Figures of total reach that consists
urban + rural readership
• They have added new
readers in the current
round of IRS, though
the top publications
have lost readers.

• The total readership of

any Gujarati daily has
increased by 1.22 lakh
readers
Average Issue Readership (AIR)
An estimate of the number of
people who have read or looked at
a publication during its issue
period.
• As per the IRS Q2 2010 results, the top three
Gujarati dailies have received positive growth in AIR
as against the IRS Q1 2010 data.
AIR
Gujarat Samachar
70year old Gujarati daily
NRS 2003.
National readership survey
Gujarat Samachar Sandesh
Gujrat Samachar’s AIR
Change in Readership figures suggest that
among the three top dailies (State)
Change in Readership figures suggest that
among the three top dailies (City)
 Rural-Urban readership data
Sandesh’ Divya Bhaskar’s
• 61% urban • 74% urban
• 39% rural
• 26% rural

Gujarat Samachar’s

• 67% urban
• 33% rural
 Age group
20 to 39 years age group 30 plus group
• Gujarat Samachar lost • Gujarat Samachar gained
-1.9% readers 0.5% readers

• Divya Bhaskar - 5% • Divya Bhaskar lost - 2.7%

• Sandesh - 9% • Sandesh lost - 4% readers

 Sections
SEC A SEC AB
• Gujarat Samachar has • Gujarat Samachar has
42% presence 34.7% share

• Divya Bhaskar has 30.1% • Divya Bhaskar has 22.5%

• Sandesh has 23.5% share • Sandesh has 20.3% share

READERSHIP BY OCCUPATION
Comparison between –
•GUJARAT SAMACHAR
•SANDESH
•MUMBAI SAMACHAR
•Sandesh + Mum. Sam.
 Officers/Executives Businessmen/ Industrialist
• Gujarat Samachar - • Gujarat Samachar -
1,05,000 1,44,000

• Sandesh - 66,000 • Sandesh - 86,000

• Mumbai Samachar - 15,000 • Mumbai samachar - 21,000

• Sandesh + Mumbai • Sandesh + Mumbai

samachar - 81,000 Samachar - 1,07,000
 Self Employed Prof. Supervisors
• Gujarat Samachar – • Gujarat Samachar -
20,000 1,29,000

• Sandesh - 1000 • Sandesh - 93,000

• Mumbai Samachar – 12,000 • Mumbai Samachar - 5,000

• Sandesh + Mumbai • Sandesh + Mumbai

samachar – 13,000 samachar - 98,000
 Clerical/Salesmen

• Gujarat Samachar -
3,21,000

• Sandesh - 1,91,000

• Mumbai Samachar -32,000

• Sandesh + Mumbai
samachar - 2,23,000
PART II
Profile
Gujarat Samachar
Reader Profile -
Supplements
Special days are set aside for
specific supplements catering to
current developments.
Hindustan times
Sister publications of ht
Supplements
• Brunch: A weekly magazine, distributed every
Sunday, for the last few years. Includes entries
by noted columnists like Vir Sanghvi, Seema
Sharma, and a cover story. This very popular
feature of the newspaper also includes an
interview in the end, by a famous celebrity.
• HT City: A popular daily supplement, freely
distributed with the newspaper, includes
commentary on lighter news, updates of
happenings around the city in which it is
distributed, coverage of local parties and
celebrity gossip.
• HT Horizons: A supplement providing
information to students across the country help
in the form of sample career options, career
counseling, latest campus news, psychological
counseling etc.
PART III
Page Analysis
Apparent Layout Difference
• Gujarat Samachar is a 24 page paper in the
broadsheet format.
• The city pages appear in the beginning as well
the last page and are generally 6 in number.
• There are 2; sometimes 3, business pages and
the rest are national and international news and
Sports pages.
• The front page is a full colour job as is the
entertainment page. While the other pages are
mostly black and white with 30% colour.
• The Business page is always black and white.
• Hindustan times carries its main broadsheet
of 24 pages out of which a major portion is
kept for its local news and contributes only 3-4
pages each for national and international
news.

• Hindustand times of today is more concerned

on adding glamour to its news paper and
layouts and hence, is mostly preferred by the
youth and middle-class Indians.
• The sense of corporate world has grabbed most
of the media coverage today; even the print
media is not free of it.

• Even though it doesn’t hold and political

affiliaions, it seems to support the government,
but it isnt bias and condemns it whenever
needed.
Page wise analysis
Differences –
Gujarat Samachar
HINDUSTAN TIMES
PART IV
Readers Perspective
Hindustan times
Hindustan times
Gujarat Samachar
Gujarat Samachar
Goal( Existing and future) & competitive
strength
Strategic positioning and behavior
Hindutan times
Vernacular Press