Come September 5, and Tamil Dailies Dinakaran and Daily Thanthi will make inroads into Mumbai. Dinakaran, the largest circulated Tamil daily in India, belongs to the Sun TV Network, while Daily Thanthi is the Tamil daily published by Malar Publications.
For both Dinakaran and Daily Thanthi, it is the third edition of the dailies outside Tamil Nadu, the other two being published from Bangalore and Pondicherry already. The Mumbai edition of both the newspapers is being targeted at urban Tamil readers belonging to SEC A and B segments.
Dinakaran, like other editions of the paper, will be an all-colour edition for Mumbai market and will be sold for Rs 2. It will be rolled out with an initial print run of 60,000 copies.
For Daily Thanthi, the Mumbai edition will see the total count going up to 15, and the new edition will be rolled out with an initial print run of 50,000 copies. From Monday to Thursday, the daily will be sold for Rs 2; on Friday, Saturday and Sunday, it will sell for Rs 3. In other cities in the South, the daily sells for Rs 3 and Rs 4 respectively.
According to Audit Bureau of Circulation (ABC) figures for January-June 2008, Dinakaran's circulation stood at 10,12,243 copies, while that of Daily Thanthi's circulation stands at around 9,69,000 copies.
Dinakaran has not only retained its number one position, but has also become the first and only Tamil daily to cross the one million mark. At the same time, Daily Thanthi registered a decline in both its average issue readership and casual readership.
The reach of regional newspapers in India as a proportion of reading population is estimated at around 78 per cent, compared with the Indian average of 28 per cent, indicating room for an increase in readership for regional dailies.
Indian print media is the second largest chunk of Indian entertainment and media industry, behind television, and worth Rs 43,700 crore, accounting for around 30 per cent revenues of the industry.
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