IRS 2006: DNA makes its mark in Mumbai

The first results of the war that occupied most of media space in Mumbai last year is out. Print was never seen as a hotter segment and a media battle of the kind wasn't seen in ages. Following the efforts, strategies and moves of media giants like Bennett, Coleman & Co. Ltd (BCCL), Hindustan Times and Diligent Media (the Zee-Bhaskar combine) to lure the Mumbai reader, Indian Readership Survey (IRS) 2006 R1 has placed Mumbai Mirror high in the Mumbai new comers. The compact has recorded an enviable start clocking a readership of 7,65,000. However, the fact that the paper was given free with The Times of India (ToI) still raises an argument in placing it in the readership war. In this light, Daily News & Analysis (DNA) surely takes the cake with a readership of 4,02,000 in Mumbai. The other newcomer in this market, Hindustan Times, has registered a readership of 2,85,000. This data is based on six months of fieldwork from July to December 2005.

An official communication from Media Research User's Council (MRUC) to its subscribers quoted: "Use this information with utmost precaution, as data will be more robust only on completion of the full year fieldwork." Looking at the overall Mumbai scene, interestingly, even as the existing players have seen a drop in readership, it is not to the tune of the readership that the new players have brought in the market. Traditional market leader ToI continues to rule the market with a readership of 1,719,000. Given the readership of 1,745,000 that it had in the last round, this is hardly a bothering dip.

Similar is the case with Mid-Day, which has registered a readership of 6,63,000 in Mumbai this round - again a marginal dip from the 6,91,000 that it had in the last round. Indian Express has a readership of 1,40,000, according to IRS 2006 R1, which is a dip from the 1,90,000 of the last round. In all, the Mumbai reader is making full use of the choices available to him.

Giving an explanation here, Bhaskar Das, Executive President, ToI and Brand Director, Mumbai Mirror said, "No one has lost out on readers. This could mean new or duplicate readers but it is too early to get a definite answer on that. IRS hasn't given a readership break, so we really don't know where these readers are coming from, especially in a scenario where the cover price of papers have dropped to the extent that there is scope for multiple ownership."

Coming back to the Mumbai war, Mumbai Mirror was launched on May 28, 2005. It may be recalled that in June 2005, BCCL embarked on a "sampling exercise", wherein Mumbai Mirror was given free with every ToI copy in Mumbai. With a back as strong as the ToI, Mumbai Mirror's readership was expected to be in this margin by quite a few. However for the ToI, this is still something to cheer about. Das argued, "Its not so much of a question of being given out free. Mumbai Mirror was brought in to cater to a different kind of TG and it is doing that. What we are doing is a sampling exercise. In addition to that, we are selling 60,000 standalone copies on the stands. The publication has created a buzz for all to see and this figure asserts that."

Rahul Kansal, Brand Director, Times of India added, "Mumbai Mirror is the undisputed number two paper in Mumbai now and that is a big achievement given the players already in the market and the action that the market has seen. But this, in no form means that we are taking it easy. We have commissioned various kinds of research to gauge the equity, the brand has developed in Mumbai and we really have some encouraging results."

Kansal also pointed that plans are being made to upgrade the production value of Mirror. "Mirror is working in some constraints at present but we are in the process of creasing that out and we strongly believe that once that is achieved, the compact has the base of establishing itself into a robust product."

Replying to whether any timeline has been decided to execute this plan, he said, "It will happen sooner than later but we have to wait for the right time."

Has this result played any role in allowing the paper to decide when will Mumbai Mirror be made standalone? "There are definite plans on that count and yes this number has encouraged us to speed things up. But we are still not ready to speak on any timelines on when we want to do this. These decisions are based on a larger plan and things will be done when the time is right."

Nothing definitive coming from there right now but DNA is elated. The paper was the last to enter Mumbai on July 30, 2005. DNA has seen its share of initial hiccups in settling in, and its critics still have points on where the paper is headed. However IRS 2006 has restored any doubt the paper might have had in its plan of action. DNA's Suresh Balakrishnan, expressed, "At least this has put to rest some of the doubts that people had about the performance of the paper. We knew what we are doing and the feedback of the reader and now we have research to back us."

On the basis of the given data, DNA may not be close to the leader at all, but it sure has reasons to celebrate. Bringing another point of view when asked about the gap with the leader.