Mumbai, Nov. 10
THREE months ago, the newspaper scene in Mumbai witnessed an upheaval. Dailies from giant publishers like the Dainik Bhaskar Group and the Hindustan Times came in to threaten the stranglehold of The Times of India, which responded with the tabloid Mumbai Mirror (delivered free with every copy.) Over Rs 180 crore was spent by all these papers on advertising and promotion.
But have the new dailies made any headway, and have they managed to make a dent in the TOI readership? Intellect, the research arm of the Lintas Media group, met 1,000 people in a series of exit interviews conducted outside seven large shopping malls of Mumbai last week to understand the impact.
The sample was confined largely to English newspaper readers and did not make estimates of reach, or tell whether the English newspaper market as a whole has grown. Some of the findings revealed the following DNA (Daily News & Analysis) has performed better with an overall 10.4 per cent of the sample reading the paper, followed by 4.9 per cent for Hindustan Times.
The Times of India has been negatively affected, with readership falling from 72 per cent of the sample in July to 62 per cent last week.
The incidence of reading more than one newspaper has increased from 59 per cent in July to 65 per cent last week, falling from a high of 70 per cent immediately after the launches when the trial rates were high.