Abhishek Kumar – 9401
Prerna Dawda - 9404
 A little introduction on Dainik Bhaskar.
 Dainik Bhaskar group - India’s largest newspaper
group.
 Did you know?
 How it all started.
 The great expansion outside Madhya Pradesh.
 It’s foray into the states of Jaipur, Chandigarh,
Haryana, Ahmedabad, etc.
 Divya Bhaskar and DNA.
Summary of the supplements to Dainik Bhaskar
Supplement
Frequency
Focus/Contents
Madhurima
Weekly
Women’s Special
Rasrang
Weekly
Entertainment for all
groups
Bal Bhaskar/Young
Bhaskar
Fortnightly
Children’s
Entertainment
Navrang
Weekly
Bollywood and
Entertainment
Madhumita
Weekly
Women’s Special
Sabrang
Weekly
Mixed
Phenomenal growth and success
 ABC Certifies Circulation Growth Of Dainik
Bhaskar.
 Dainik Bhaskar Group has recorded
phenomenal growth in circulation as per the
latest audited report by Audit Bureau of
Circulation.
MILESTONES
 13th August 1958
Dainik Bhaskar launches its first edition in Bhopal.
 1981
Dainik Bhaskar Bhopal Edition became the Largest news
paper of Bhopal City.
 1995
Dainik Bhaskar emerged as the No.1 Newspaper in Madhya
Pradesh and was declared the Fastest Growing Daily in
India, by the Readership Survey.
 6th April 1997: The Launch of the 2nd Edition in Rajasthan
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from Ajmer.
3rd August 1997: 3rd Edition, launched from Jodhpur ( 2nd
Largest City of Rajasthan) within 4 months of launching an
edition from Ajmer
16th October 1997: Launches Dainik Bhaskar's 4th edition
of Rajasthan from Bikaner
6th March 1999: Kota city, the educational hub of the
country, was launched as 6th Edition of Dainik Bhaskar
17th June 2001: Dainik Bhaskar Group further consolidated
its position by launching Faridabad edition, in Haryana
state.
 28th March 2004: Dainik Bhaskar Group launched full
fledged and independent Divya Bhaskar Surat edition,
(2nd largest city of Gujarat) and became No 1 in Surat City
out placing old established newspaper of the city.
 2004....: Dainik Bhaskar Group also launched its new Hindi
Magazine, 'AHA! Zindagi', the first of its kind on lifestyle
and positive thinking.
 2005: Inception of D B Corp Ltd., pursuant to the demerger
of publishing business of Writers and Publishers Limited
(WPL). AHA! Zindagi’ Magazine launched in Gujarati
Language.
 2007 Continued...: DB Corp Ltd. played an integral role as
an exclusive partner to New7wonders and its efforts
enabling The TAJ MAHAL its rightful place in the “7
Wonders of the World”.
 Launch of DB Gold - the first compact newspaper in
Gujarati from Surat.
 Launch of DNA in Ahmedabad and Surat as a franchise by
DB Corp Ltd.
 2008
 Dainik Bhaskar completes 50 glorious years as a leading
Hindi Publication.
 Dainik Bhaskar was the first Publication in the country to
sign a celebrity as a Brand Ambassador – Indian Cricket
Team Captain M.S. Dhoni.
 An integrated Brand Campaign titled "Zidd Karo, Duniya
Badlo" was launched on a nationwide scale – led by M S
Dhoni.
SOCIAL INITIATIVES
 Bhaskar Foundation
 Sanskrit Valley School
 Abhivyakti
Printing Technology
 Printing Technology : The KBA machine.
 Shaper and crisper images due to metal back
blankets.
 Sharper and brighter text.
 Very near to the original color visual reproduction.
CIRCULATION
 Dainik Bhaskar is the daily Newspaper that is most
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largely circulated in India.
It has a daily circulation of 2, 268, 04.
It is the 11th highest circulated Newspaper Globally.
Although originally published and circulated only, in
Madhya Pradesh, the newspaper has expanded
significantly outside the state.
By, 1995 – Dainik Bhaskar displaced ‘Naiduniya’ as the
No.1 newspaper in Madha Pradesh
Identification of Market
 Jaipur
 It was identified as the next big market. (1996)
 It targeted to be the no. 2 Newspaper in Jaipur in terms
of Circulation.
 The first day , it maganed to reach a circulation figure
of 50, 000 in Jaipur city.
 The circulation reached 172, 347.
 It became the number: 1 – most largely circulated
newspaper daily in Jaipur.
Chandigarh: (May, 2000)
 The same strategy as Jaipur, was used to launch the
newspaper in Chandigarh.
 Earlier English newspapers outsould Hindi
newspapers by six times in Chandigarh,
 When Dainik Bhaskar entered Chandigarh, it became
the market no.1 in circulation with 69, 000 copies.
 Haryana (June, 2000)
 Relaunched in Haryana with a circulation of 69, 000 copies
 Ahmedabad, Gujarat
 It was launched in Ahmedabad as Divya Bhaskar and on
June, 23, 2003 it became the number one most largely
circulated newspaper in Ahmedabad, creating a world
record. With 452, 000 copies.
 It then entered Surat and Vadodara. By 2009, Divya
Bhaskar became the largest circulated daily in Gujarat.
1996 – Present
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Madhya Pradesh
1996: 350, 000
2004: 3.5 million in six states
In 2006: It was launched in Amritsar and Jalandar with
178, 000.
 The newspaper is circulated across Delhi, Madhya
Pradesh, Rajastan Chattisgarh, Himachal Pradesh,
Punjab, Haryana, Chandigarh, Uttar Pradesh,
Maharashtra and Gujrat.
 Today it has a daily circulation of 2, 268, 04
DNA
 In 2004
 The company launched an English daily , DNA (Daily
News Analysis) in Mumbai and it is the second largest
circulated in the city.
 Today it is published from Mumbai, Pune , Bangalore,
Ahmedabad and Jaipur.
DISTRIBUTION
 Distribution is very important for circulation.
 Dainik Bhaskar group have always come across as keen on their
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record of circulation.
They made heavy investment in state of art machinery and the
newspaper is available in every nook and corner in the market
cities.
Bus Stands, Hawkers distribute the newspaper in trains , Eating
out joints, etc.
They always offer attractive invitation price.
They are never said to have known for running short of copies.
They went out of their way to keep their distributors happy.
They are very well channelled through their markets.
ADVERTISING REVENUE
 MAINLY LOCAL ADS
 Since the newspaper is circulated in different markets of the country, City
specific, regional advertisements appear in the news paper.
 Offered competitive rates to advertisers.
 Maintains good relations with the advertisers and its clients through social
circuits, client parties, etc.
 It is known for calling a client if they advertise in a rival newspaper and ask
them for reasons and offer them better prices.
 Dainik Bhaskar, being the largest circulated daily of India, holds a status of
high esteem in the minds of advertisers.
 But inspite of being the Number: 1 largest circulated newspaper daily, Dainik
Bhaskar makes efforts to reach out to its advertisers.
 Established a great rapport with Advertising agencies by organising annual
gatherings and maintain client relations.
 Dainik Bhaskar gave advertisers the royal treatment to be preferred over other
newspapers.
AREAS OF CATERING
 In order to meet the different requirements and adapt to the
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colloquial tastes of each distinct market, Dainik Bhaskar is
published in 31 editions and 90 sub -editions 2010
Dainik Bhaskar is targeted at local hindi speaking people.
Most of its circulation is in North India.
Enjoys an array of audience taste.
From Hard Core politics to regional news and culture – It covers
all.
Example: Their surveys and research conducted in Chandigarh
showed that people wanted a ‘Hinglish’ kind of language.
They used ‘Bol Chal Ki Bhasha’
It enjoys a mixed target audience, but most definitely Hindi
speaking and Politically inclined Audience.
AREAS OF CATERING
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DIVYA BHASKAR
Caters to local Gujarati speaking people.
Targets an age group of 35 and above.
Covers politics, religion and culture, so specifically
targeted at culturally conscious and the middle class to the
upper middle class sections of the society in Gujarat.
DNA (Daily News Analysis
Caters to English speaking readers.
Mainly targets readers in Mumbai, Jaipur, Bangalore, Pune,
Ahmedabad, etc.
Mainly targeted to the cities and the urbanised lot of
population.
AWARDS
 International News Media Marketing Association
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Awards
“Marketing Solutions for Advertising Clients”
Bronze award for Public Relations and Community Services
Abby’s Bronze Award at Goafest its unique Print
innovationin Campaign India Magazine
Platinum award for Public Service Catagory at 39th
Creativity
Unique Print Innovation in Campaign India Magazine
where all ‘A’ letters were removed from the front page.
(39th Creativity)
Silver award for Newsletter B2B Catagory , at 39th creativity
Gold Awards at the Global Youth Marketing Forum for Best
Creative – TV “Zidd Karo Duniya Badlo”
AWARDS
 Divya Bhaskar – Print India Newspaper Printer of 2009
 Dainik Bhaskar;s Rajastan entry is identified as Orrbit
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breaking innovation.
Divya Bhaskar won the “IRFA” Asia Pacific Award for Best
in Print in quality and the consistency the newspaper has
shown through a period of time.
Dainik Bhaskar got voted as the consumer super brand of
2009
Marico India award for the best innovation 2007 – 2008.
Gold award for Best Launch in Punbaj at the Asian
Publishing Mangament Awards
IFRA Asia’s Annual Media Awards 2004 for best in
information graphics. It won the Gold award.
Dainik Bhaskar , A success story
 Direct and Aggressive Marketing
 Whenever it enters a new market it uses direct marketing to establish
leadership from day one. From 1996, Dainik Bhaskar started establishing
themselves as a customer centric organisation.
 Publishing the newspaper is entirely based on Audience Taste and
Requirements.
 Bridging the gap between the Entrepreneur and the customer.
 Difference in the perception could be very subtle but it can change the way the
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brand is perceived.
Effective Pricing Policy
Flexibility is the key
The group has always been well planned but also open for a last minute
changed.
Example: In Ahmedabad, the group was about to come up with two
supplements for Divya Bhaskar because it is a city of 5 million readers ....
In Chandigarh , the newspaper planned a feature beased city supplement.
However people preffered a news based supplement.
When the newspaper began its circulation in Haryana, it was still being
published from Chandigarh but people from Haryana resented.
Key Reasons for the success of
Dainik Bhaskar and why it is No. 1
today?
 Marketing Aggression
 Localisation of News
 Use of Local and English Languages
 Good channel of distribution
 Favourable rapport with ad agencies and advertisers
 Creative innovations such as events marketing
Thank You …