Dainik Bhaskar: Transforming research from an expense to a revenue generator

Hindi language newspaper, Dainik Bhaskar, used print and email to prove readership figures in order to boost advertising rates and volumes in the Indian state of Bihar.

Campaign details

Brand: Dainik BhaskarBrand owner: Dainik BhaskarLead agency: Famous InnovationsCountry: IndiaIndustries: NewspapersMedia channels: Public relationsBudget: Up to 500k

Executive summary

Dainik Bhaskar, a new entrant in the Bihar newspaper market, changed the rules of gaining market share and, through its Twin Contact Programme, was able to quadruple its readership within six months. However, because this growth was achieved in such as short space of time, the numbers were not going to be reflected in the latest circulation numbers. This case study explains how Dainik...

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