Media
Economy
Literacy
Demography
Culture
Main Page
Other Links
 Publication & Circulation
Publications Listed in the Mediaware Database
The Gujarat Media Scene - courtesy Lodestar Media

                                                                                            previous | next

It is interesting to note that Mumbai is an important town when we consider Gujarati media, as Mumbai has a sizeable Gujarati population and quite a few Gujarati publications leading among them is Mumbai Samachar.

• The Gujarati community is represented in the markets of Gujarat & Mumbai
• Rightly, Gujaratis are dominant in Gujarat, but the cosmopolitan city of Mumbai   houses a   sizeable number of Gujaratis, which if excluded would not reflect their   representation   adequately.
• This fact can be substantiated with the high consumption patterns of durable   items of the   Gujaratis in Mumbai.
• Gujaratis come third in terms of population after mother tongue Marathi & Hindi   in Mumbai

Population Share in Mumbai. (Source NRS 2000)
Marathi - 45%
Hindi - 15%
Gujarati - 14%

Consumption of consumer durables & lifestyle products

Source NRS 2000. - Market :- Mumbai
Household Ownership Gujarati Hindi Marathi
. . . .
Premium Car (Esteem & above) 8000 3000 3000
Microwave Users 21000 4000 12000
AC Users 41000 11000 15000
Washing Machine Users (Fully Automatic) 79000 21000 61000
Computer Users At Home 22000 5000 20000
People Travelling Abroad 17000 11000 14000
Mobile Phone Users 1,36,000 43000 84000

Clearly, we see that although in terms of size of population people with mother tongue Marathi leads followed by Hindi & Gujarati, but the Gujarati's display of wealth and affluence is evident from his purchasing ability in the above table.

• As we all know the Gujaratis dominate not only B2C market but also B2B market in Mumbai   being businessmen, traders, brokers, diamond merchants, film financers etc.

 Press
 Some Readership Analysis amongst key target groups
 All Adults :- Guj. + Mum.
All Gujarati Magazines Readership ('000)
Abhiyaan
594
Amruta
19
Chandamama
185
Chitralekha
1273
Grihshoba
719
Healthcare
363
Janmabhoomi Pravasi
81
Jee
331
Niranjan
96
Phulwadi
100
Sakhi
124
Shree
181
Stree
376
Vyapar
32

 

Males SEC A+B :- Guj. + Mum.
All Gujarati Magazines Readership ('000)
Abhiyaan
423
Amruta
13
Chandamama
95
Chitralekha
804
Grihshoba
313
Healthcare
247
Janmabhoomi Pravasi
45
Jee
218
Niranjan
42
Phulwadi
54
Sakhi
46
Shree
72
Stree
175
Vyapar
28
 Source NRS 2000  Source NRS 2000

 Females SEC A+B : Guj. + Mum.
All Gujarati Magazines Readership ('000)
Abhiyaan
171
Amruta
7
Chandamama
90
Chitralekha
469
Grihshoba
405
Healthcare
117
Janmabhoomi Pravasi
37
Jee
113
Niranjan
55
Phulwadi
46
Sakhi
77
Shree
109
Stree
201
Vyapar
4

Males/25 yrs+ / SEC A+B : Guj. + Mum.
All Gujarati Magazines Readership ('000)
Abhiyaan
151
Amruta
3
Chandamama
19
Chitralekha
281
Grihshoba
131
Healthcare
92
Janmabhoomi Pravasi
25
Jee
77
Niranjan
7
Phulwadi
7
Sakhi
20
Shree
26
Stree
71
Vyapar
11
  Source NRS 2000  Source NRS 2000

Females/25 yrs+ / SEC A+B : Guj. + Mum.
All Gujarati Magazines Readership ('000)
Abhiyaan
98
Amruta
2
Chandamama
21
Chitralekha
243
Grihshoba
175
Healthcare
55
Janmabhoomi Pravasi
26
Jee
40
Niranjan
5
Phulwadi
5
Sakhi
25
Shree
44
Stree
79
Vyapar
3
All Adults/25 yrs+ / SEC A+B : Guj. + Mum.
All Gujarati Magazines Readership ('000)
Abhiyaan
249
Amruta
5
Chandamama
40
Chitralekha
524
Grihshoba
307
Healthcare
147
Janmabhoomi Pravasi
50
Jee
117
Niranjan
12
Phulwadi
11
Sakhi
45
Shree
70
Stree
150
Vyapar
15
 Source NRS 2000  Source NRS 2000
 
List of Gujarati publications category-wise in the Mediaware database
     
Most Gujarati publications publish specials on Dushera/Diwali when advertiser interest is at a high since they are important festivals for the Gujarati community. The circulation for these special issues jumps by 20% to 25% but do not effect rate increase. Their ad revenue is mostly derived through volumes. Small traders, local shop owners etc who may not be regular advertisers, do tend to advertise during this time.  
Top Gujrati Diwali Issues
Cir. '000
. .
Chitralekha Diwali
300
Jee Diwali
102
Sambhaav Diwali Spl.
93
Abhishek Diwali Spl.
80
Abhiyaan Diwali Spl.
80
Phoolwadi Diwali Spl.
57
Grihshobha (Guj.)
54
Saurashtra Bhoomi
50
Nibhav Diwali Spl. 2001
45
Source: Mediaware Database

As you will see from the tables below major Gujarati dailies had effected marginal rate increase but most magazine rates remained unchanged, probably owing to stagnated or decreasing circulation and readership and declining advertiser interest.

Publications
B/W Dis. Rates
ppcm
% Increase
Dailies
Current
Previous
 
Mumbai Samachar
400
300
25%
Gujarat Mitra G-Drpan
275
240
13%
Gujarat Samachar
750
720
4%
Jai Hind
150
125
16.50%
Janambhoomi
200
175
12.50%
Kutch Mitra
120
100
16.50%
Loksatta-Jansatta
175
175
0%
Mid-day(Guj.)
100
75
25%
Naya Padkar
180
150
16.50%
Nobat
80
60
25%
Phulchhab
220
200
9%
Sambhav
175
175
0%
Sandesh
650
600
7.50%
Sanj Samachar
125
100
20%
Saurashtra Samachar
120
90
25%
Magazine
Full Page Color Rates
Abhiyaan
55,000
55,000
0%
Chitralekha (Guj.)
1,72,500
1,72,500
0%
Stree
25,000
20,000
20%
Jee(Guj.)
72,000
72,000
0%
Grih Shobha(Guj.)
60,000
50,000
16.50%
Source: Mediaware Database

Trends in circulation changes
Publications
Editions
ABC Figures
 
  
Jan-June 2000
July-Dec 2000
Jan-Jun 2001
Mumbai Samachar
All
125826
118425
115599
Gujarat Mitra G-Drpan
All
84703
88133
89053
Gujarat Samachar
All
955778
952000
900000
Jai Hind
All
97630
98533
98860
Janambhoomi
All
58945
56416
60665
Kutch Mitra
All
34554
35522
35000
Loksatta-Jansatta *
All
84000
81025
103794
Mid-day(Guj.)
All
27712
27773
22807
Naya Padkar
All
42961
43352
42292
Nobat
All
22236
22377
22807
Phulchhab
All
91372
93619
92068
Sambhav *
All
94000
93458
94000
Sandesh
All
684138
702193
690331
Sanj Samachar
All
50607
50178
50732
Saurashtra Samachar
All
46391
47049
45188
Magazine
  .
Abhiyaan
All
81862
83093
83035
Chitralekha (Guj.)
All
251059
263907
241018
Stree
All
52277
51425
42000
Jee(Guj.) *
All
80000
81023
92000
Grih Shobha(Guj.)
All
64512
65948
64856
  * Non ABC
Mediaware Infotech Pvt. Ltd.  217 / A-2, Shah & Nahar Estate, Lower Parel (West), Mumbai 400 013.  
Tel: 496 6810 / 77, 460 2634 - 38.   Fax: 493 4383.