In the short time since its inception last year, Divya Marathi (Dainik Bhaskar Group’s Marathi newspaper) has come to be a big success in Aurangabad. With a huge chunk of young readers on its side, Divya Marathi is number one in Aurangabad with the AIR of 3.42 lakh readers surpassing the old leader Lokmat (AIR of 2.73 lakh readers).
The recent IMRB survey initiated by DB Corp Ltd. has revealed that Divya Marathi is the first picked up newspaper among readers in Aurangabad, closely followed by Lokmat. The survey further has garnished the success with its finding which says 87% of the readers say that Divya Marathi has met or exceeded their expectations. The survey further has pointed out that Divya Marathi has 28% more young readers from the age group of 15 to 34, that its competitors.
Speaking on the occasion, Kumar Ketkar, chief editor, Divya Marathi said, “Divya Marathi is a newspaper completely defined by the readers of Aurangabad. In the pre-launch survey, the readers had specified the need of unbiased and politically non-aligned news coverage. In such a short period, 65% of Divya Marathi readers have stopped reading any other newspaper.”
Vinay Maheshwari VP, Sales and market development says, “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 three rooms. They are young and believe in investments for future, assuring future by picking up the right kind of life & non-life insurance policies.”
Peter Suresh, head strategy, Dainik Bhaskar Group, said, “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.”
Divya Marathi currently has four editions in Maharashtra, Auranagabd, Nashik, Jalgaon and Ahmednagar.
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