All readership studies assess the relative worth of one vehicle vs. another and the publishers use the data in many creative ways to market their publication in relation to another. However, all readership studies also collect a fair amount of data to facilitate inter-media comparisons. Hence, theoretically this data can also be used to promote press as a whole, in relation to other media. This is often the need as press as a whole needs to defend itself in the face of onslaughts from television and now the growing juggernaut of internet. This paper demonstrates the use of data from the Indian National Readership Study (NRS) to serve precisely this purpose – i.e. to promote press in relation to competing media or to derive marketing implications to promote press as a whole. It illustrates the findings with an actual campaign run by a leading Indian language daily to establish its strong competitive edge against television and other media.

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