Ad rates have been the primary lookout of all advertisers in every segment and in case of every advertising medium. In case of ad rates the factors determining the prices are quite simple as mentioned in the “How Newspaper Advertisement Costs Now Get Cheaper?” article.
The article also states that the ‘Choice of newspaper’ also contributes to the determination of the ad cost. Therefore below is the list of top 9 newspaper of India as per their circulation and readership details, for advertisers to choose from to suit their budget.
Top 9 newspapers of India
- Dainik Jagran–Circulation-1.55 crores and Readership- 5.42 crores
- Dainik Bhaskar– Circulation-1.29 crores and Readership-3.34 crores
- Hindustan– Circulation-1.42 crores and Readership-2.94 crores
- Amar Ujala– Circulation-70.71 lakhs and Readership-2.87 crores
- Lokmat– Circulation-56.01 lakhs and Readership-2.32 crores
- Daily Thanthi– Circulation-81.56 lakhs and Readership-2.03 crores
- Dinakaran– Circulation-12.35 lakhs and Readership-1.67 crores
- Anandabazar Patrika– Circulation-11.6 lakhs and Readership-1.53 crores
- Eenadu– Circulation-18 lakhs and Readership-1.47 crores
These newspapers have been listed based on their descending readership and accordingly their prices also vary. Advertisers will notice that if one needs the ad rates for Eenadu, it is bound to be lower than that of the Hindu, which is an English daily, but yet has a lower readership than the former.
You may have also noticed that this list barely comprises of the national English dailies and are full of regional language and Hindi newspapers. This is because of the percentage of low English speaking population in the country, which is only about 10.35%. But every individual is aware of their own regional language, irrespective of having higher education along with Hindi, which is the official language of India. These reasons contribute immensely towards the huge readership and circulation of regional and Hindi dailies in the country. Another factor that adds to the popularity of regional newspapers over English dailies is the reach it has.
Regional newspapers can access remote regions unlike many other mediums and are also subscribed to by those who are proficient in English and subscribe to English dailies. So it can be easily derived that a regional daily reaches out to both the English speaking and regional language literate population, expanding the horizon of reach for the advertiser.
There are certain newspapers, which in spite of being published in the same language vary in popularity or readership which in turn affects the cost of advertising in them as well. This difference can be experienced in the ad rates of Dainik Jagran on one and the ad rates of Dainik Bhaskar on the other. Nearly 41% population of India is comfortable in speaking, reading and writing elementary Hindi which is a major reason behind the Hindi dailies topping the list of newspaper read in India.
But the difference in the rates is subject to the regions in which the top 2 Hindi dailies are circulated. For instance, Dainik Jagran is circulated in the cities of –Agra, Aligarh, Allahabad, Bareilly, Bhagalpur, Dehradun, Delhi, Dhanbad, Dharamshala, Gorakhpur, Hisar, Jalandhar, Jammu & Kashmir, Jamshedpur, Jhansi, Kanpur, Lucknow, Ludhiana Meerut, Moradabad, Muzaffarpur, Nainital, Panipat, Patna, Ranchi, Siliguri and Varanasi, covering 27 cities in 8 states.
In case of Dainik Bhakar, the cities in which it is circulated are Ajmer, Ambala, Bhopal, Bhuj, Bilaspur, Chandigarh, Delhi, Dhanbad, Gwalior, Hisar, Indore, Jaipur, Jamshedpur, Jodhpur, Kota, Pali, Panipat, Raipur, Ranchi, Ratlam, Sagar, Shimla, Sriganganagar and Udaipur, covering 24 cities in 7 states.
The difference in the number of cities and states covered by the two newspapers accounts for the difference in popularity, circulation and ad rates as well.
Regional speaking population is divided into different states and are specific people, which is what makes the ad rates as well as circulation a little less than the Hindi dailies of India. So, as an educated and well informed advertiser, you can easily choose your preferred newspaper and accordingly proceed to get your ad published in it keeping your budget in mind.
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