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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.
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
|
|
| |
|
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
|
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