Dainik Jagran – the flagship brand of Jagran Prakashan Ltd and India’s largest read daily for the past 15 consecutive rounds of the IRS survey – had launched an initiative in Jharkhand in April this year. This initiative was named Jharkhand Jagran or the reawakening of Jharkhand. At the end of this initiative Dainik Jagran + I Next have emerged as the new market leaders of Jharkhand. To celebrate this occasion, a special celebration offer has been extended to local advertisers.
As part of Jharkhand Jagran, a mass survey was conducted in Ranchi, the capital of Jharkhand . The Jagran survey covered over 2 L homes during April to Mid June. The survey went a bit beyond just capturing reading habits, and asked citizens to comment on the core issues concerning them.
There was an overwhelming response to the survey. As per the findings, people believed that empowerment though information was a key priority for them and newspapers played a critical role here. They believe that newspapers echo their voice and take their concerns to the decision makers and help in development of the state. The core issues that emanated from the research were the problem of political instability, law and order, and education amongst a whole lot of other issues. A Jagran Forum was conducted in Ranchi to address the issue of political instability and its impact on economic development. Political leaders from across the board came together on this platform and addressed this issue and sought to alleviate the concerns of the people as voiced in the survey.
Sometime during mid June all the 3 leading papers of Jharkhand including Dainik Jagran reduced the cover price to Rs 2. This was followed up with a very aggressive circulation drive. As a result of this, circulation numbers increased for all the existing players. Between 11th June to 18th August, the combined circulation of Dainik Jagran, Hindustan and Prabhat Khabar increased by over 50% within a month – leaving very little potential for the new entrant to encash. All along, the trade has been with the existing players as their financial interests have not been compromised.
As a result of intense on ground campaigns, editorial initiatives, aggressive pricing and circulation along with a host of branding initiatives, Dainik Jagran + I Next have emerged as the new market leaders in Jharkhand.