Hindustan Times is winning big in Mumbai with the number of readers going up to 14.35 lakh, which is more than that of Mumbai Mirror (10.98 lakh) and DNA (2.4 lakh) put together.
The Indian Readership Survey 2014, released on Friday, confirmed HT’s status as the number 2 English daily in Mumbai. HT’s readership is now close to two-thirds of Times of India’s. Moreover, HT Mumbai is more popular among young readers: 46% of HT’s readers are in the 12-29 age group as against 39% for ToI. And 9.11 lakh of HT’s readers do not read ToI. In fact, more than 50% of HT Mumbai’s readers do not read any other newspaper.
Besides, 70% of HT Mumbai’s readers are from the most educated and affluent segment of the market, termed New Consumer Classification System (NCCS)-A in industry circles.
HT’s success is a reflection of its continued engagement with readers, through its journalism and civic campaigns. Under the banner of HT for Mumbai, the newspaper consistently raises issues that matter to you, the reader, and your city.
HT also maintained its status as the most widely read newspaper in the Delhi-NCR region. HT has not only grown in absolute numbers, with more than 23 lakh readers in the capital now, but has also increased its lead over its closest competitor, ToI, in the past year, to nearly 6.5 lakh readers.
HT is also the number 2 paper in Punjab/Chandigarh – with a 31 per cent jump in readership to 2.1 lakh.
Hindustan, HT Media’s Hindi offering, has a staggering 1.47 crore daily readers, comfortably making it the second largest newspaper in the country, while Mint, the second biggest business paper in the country, has registered a 12 per cent growth, and crossed the 3 lakh figure in readership..
The IRS, released by the Media Research Users Council [MRUC], is the largest and most credible survey of its kind in the country, and incorporates innovative changes introduced last year in its methodology to make it more scientific and secure– it now has a more representative sample size; it is based on a computerised rather than pen and paper method; it asks readers what they have read in the past month rather than the past year; and it is based on the 2011 census figures.
The latest IRS findings confirm HT’s dominance on other parameters as well, especially the quality of the readership. In Delhi NCR alone, there are over 18 lakh readers who only read HT and not TOI; and HT’s lead is 5.8 lakh among the NCCS-A segment. Mint’s appeal in this premier readership segment is exceptionally strong, with 51 per cent readers belonging to the NCCS A1 and 87 per cent to NCCS A segment.
Hindustan continues to be number 1 in Bihar, Jharkhand and Uttarakhand and a strong number 2 in UP and Delhi. If the five Hindi states are taken together, Hindustan is the largest publication, ahead of both Dainik Jagran (with its 1.39 crore readers) and Amar Ujala (67.3 lakh readers).