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Even as Dainik Bhaskar registers an unprecedented surge of 1.5 lakh copies in Q1 2025, a parallel development could reshape how such victories are measured across the print landscape.
Satyajit Sengupta, Chief Corporate Sales and Marketing Officer at DB Corp, has welcomed the e4m report that highlights that the Media Research Users Council (MRUC) may rope in advertisers to restart the stalled Indian Readership Survey (IRS). “That’s a good thing,” he said.
“Advertisers are the ultimate consumers of this data. If they come in and fund robust research, they’ll benefit the most. And yes, so will we.”
E4m report on Wednesday reported that since print media owners have been hesitant to cover costs amid ongoing economic challenges delaying the survey, advertisers could be asked to step in and share the financial burden.
Sengupta, whose group was among the first to go public with ABC numbers post-pandemic, insists that a trusted readership currency is essential for print’s future. “ABC tells you circulation. But the IRS is what media planning is based on. That’s what gives advertisers confidence to put their money behind print.”
He argues that it's time for the industry to go beyond numbers and capture how and why readers engage with newspapers in today's world. “Post-pandemic, psychographics have changed. We need deeper research—what motivates print consumption, what messaging resonates. A revived IRS must evolve accordingly.”
While some insiders claim print owners have been hesitant to fund the IRS, Sengupta is categorical: “We are more than keen. There may be players unsure about their numbers, but we’re not in that camp.”
He also urged publishers to unite in spotlighting print’s relevance. “We should take the message out together. Look at digital media—they hold workshops, roadshows. We’ve got innovations, success stories, and best practices. Why not showcase them? If I do a TV roadshow, I see massive interest from advertisers. Print deserves that too.”
On surge in circulation
Dainik Bhaskar’s latest circulation jump—adding over 1.5 lakh copies between January and March 2025—stands out at a time when much of the industry remains in cautious recovery mode.
“We took a call very early during the pandemic that circulation was non-negotiable,” recalls Sengupta. “Our teams were back in the field within weeks, fully masked and geared up. The top-down message was clear: we don’t retreat.”
Bhaskar didn’t just recover—it rebuilt. A large part of the recent growth was led by an aggressive acquisition push across key cities like Indore, Jaipur, Ahmedabad, and Chandigarh. “We analysed our real reach—across print, digital, and radio, we touch over 14 crore people a month. That’s powerful,” he said.
This was followed by city-specific drives, with localised offers and reader incentives that drove tangible conversions—especially in markets like Ahmedabad.
Innovation on content side
Sengupta says the real comeback of print has little to do with nostalgia. “The pandemic exposed how easily misinformation spreads online. Print became the fallback. People trusted what we printed—and that credibility is now our biggest advantage.”
Bhaskar doubled down on this trust. “We didn’t spread panic. We got the facts out. People saw that. And they stayed with us.”
On the editorial side, the group has restructured its approach—prioritising depth over speed. “We moved away from breaking news to breaking down news,” he explained. “Our reporters now work with engagement-based KRAs. If a story should take five minutes to read, we track if it actually holds that attention.”
A unique 60:40 content model ensures 40% of Bhaskar’s coverage is exclusive—driven by senior editors who still file stories. “Everyone reports,” he says. “That’s the culture.”
Tech-Driven Distribution
Even as institutional copies—like those to offices and colleges—remain slow to return post-COVID, Bhaskar has streamlined its vendor network with tech. “Now every copy is OTP-authenticated. Payments are automated. We even have a vendor app—Albarwala—to track deliveries in real-time.”
This focus on digitising delivery, Sengupta adds, is key to ensuring accountability and reducing pilferage—especially in Tier 2 and Tier 3 markets.
Advertisers Are Back—Not Out of Goodwill, But Results
According to Sengupta, Dainik Bhaskar’s resurgence has also restored advertiser faith—not out of nostalgia, but outcomes. “We advertise in our own papers and track results. It works. That’s why we see interest even when ad rates rise.”
The group reportedly clocked ?600 crore profit in FY2024—its best year ever. From real estate and jewellery to luxury auto, brands that value deep engagement continue to invest. “Real estate is still 95% print-led. You don’t scroll past a property ad—you cut it out, discuss it with family. That's the print's edge.”
ROI-driven Ad Models
Bhaskar has introduced performance-linked ad models—especially in FMCG and auto. “If your goal is to grow market share, we build a custom plan. A part is fixed; the rest is linked to outcomes—like sales or registrations.”
With brands like TVS, Bhaskar even used third-party registration data in Rajasthan to measure campaign performance.
Meanwhile, hyperlocal events like Awas Melas and Auto Test-Drive Weekends have become signature Bhaskar formats, generating footfalls and leads right at the customer’s doorstep.
Print not far behind digital
While digital is celebrated for measurability, Sengupta says print isn’t far behind. “We’ve used CTAs, tele-tracking, QR codes—it’s all measurable now. But unlike digital, print doesn’t interrupt—it engages. And that’s irreplaceable.”
In fact, he points out, tech giants themselves are major print advertisers. “Look who’s in our pages—Google, Meta, WhatsApp. That should tell you something.”
Whether through IRS or deeper innovation, Sengupta believes the time is ripe for a collective print push. “Let’s collaborate, not just to revive readership metrics, but to remind everyone—advertisers and audiences—that newspapers are not just alive, they’re thriving.”
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