i next impresses with buoyant IRS figures

i next continues to top the chart as India’s no. youthful compact daily. The IRS 2012, Q1 report qualifies this and underlines newspaper’s strong hold over country’s youth and women. 

 

At 67%, i next has the highest chunk of youthful readers (16-39 years) in its total readership of nearly 2 million, highlighting the clear preference of youth for the bilingual tabloid. Thanks to its lateral approach towards news and preponderance of youth centric content, young readers find i next exciting. From housewives to honchos; from foremen to bureaucrats, i next fits all! Unique content on special occasions like Valentine Day, Youth Day, Sports Day, Teacher’s Day, AIDS Day etc., engages a wide spectrum of readers. Besides this, special contests and events are organized to forge a robust emotional connect with the young readers. Bikeathon is one such yearly flagship event which witnesses a huge congregation of young cyclists for eventful rallies in different cities. Fresh ‘n’ Crazy is another initiative by i next to engage college students by organizing exciting fresher parties.

 

i next reaches out to those who matter – the well-to-do households of 12 mini-metros spread across the 4 states of in North India viz. UP, Uttaranchal, Bihar and Jharkhand. 36% of its readers fall in the SEC A & B category (pertaining to Total Readership), as compared to 18% of its nearest competitor (Prabhat Khabar). i next, therefore, acts as an effective and wastage free advertising medium as it reaches out exactly to those who are decision makers and have the awareness and ability to understand and pay; in other words, key influencers in major purchase decisions of households. 

 

i next provides targeted communication on behalf of the advertisers through its robust quota of well-heeled readers. IRS report reveals that 10% of i next readers fall in the MHI (monthly household income) 20,000 + category, as compared to 5% apiece for Amar Ujala and Hindustan Hindi, revealing a socio-economically stronger profile of readers, who matter to the advertisers.

 

Women centric matter too finds considerable prominence in i next. For example, Women’s Day observes special stories and initiatives by i next’s, which hold a cardinal place in the paper’s scheme of providing women oriented exposure to its readers, specially females, and who form highest %age of its readers as compared to its contemporaries. At 27%, i next leads the pack, with Amar Ujala, Prabhat Khabar and Hindustan Hindi standing at 22, 22 and 21% respectively.

 

Year on year, quarter on quarter, i next has emerged as an incisive and inclusive news/advertising vehicle. This time too, it is the same old story!