One of the most important aspects of Amar Ujala’s growth story has been consistent leadership in the key market of Lucknow City with 1,96,184 copies. Also, Agra city (90,108 copies including variant 10,610), Allahabad city(1,02,096 copies including variant 46,119), Bareilly city (62,935 copies including variant 3928) & Moradabad City (50,370 copies) are other prominent markets of Uttar Pradesh where Amar Ujala has been at a consistent number 1 position and in Uttarakhand, Dehradun (1,64,843 copies) & Nainital (97,917 copies).
The dual strategy of growing high-value readership through skillful use of social media and expanding readership base in non-premium segments has not only helped readership growth but has helped Amar Ujala achieve multiplier effect for their advertising spends.
“Non city aspirational youth is now the holy grail of advertisers. Our product, content & marketing plan is about connecting this audience through continuous engagement process. Expansion in Hindi language readership and increase traction in advertising in the fast growing smaller towns of our footprint has helped us to reach the circulation numbers at this level” says Probal Ghosal, Director, Amar Ujala. He also adds, “Our circulation strategy has been to grow in cities with value readers at the same time reaching on to places where people consume branded/semi-branded products.”
With a focused circulation strategy to reach high-value audiences and strong packaging of news and analysis has given Amar Ujala a clear edge over rivals.
About Amar Ujala
Amar Ujala is one of the fastest growing daily newspapers in India, with 19 editions in 7 states & 1 Union territory. It has a circulation of 29.61 lakh copies per day during second half of 2016 (Source: ABC July to December 2016), covering Uttar Pradesh, Himachal Pradesh, Haryana, Uttarakhand, Punjab, Jammu & Kashmir, Delhi, and Chandigarh. The newspaper is owned by Amar Ujala Publications Limited. Amar Ujala is a daily newspaper, offering special print supplements on entertainment, women’s issues, and the education.