Applications of INDIAN MARKET GUIDE

Using the guide

Conclusion

Access to guide

Launching of local editions of a newspaper in Harayana

We know from past experience that newspaper circulation is linked to literacy levels and urbanisation. The Guide provides information on these. Additionally the Guide also has information on print circulation. We also looked at the Market Potential Value (MPV) grade of the disctricts in Haryana. We extract this information from the Guide to the following table.

District	MPV Grade	Print Circulation (% to State total)	Population (% to State total)	Literate Population (% to state total)	Urban Population (% to State total)
Hisar	A	9.24	11.2	9.61	9.61
Faridabad	A	16.01	8.97	9.45	17.7
Karnal	A	5.53	5.38	5.42	6.0
Sirsa	A	4.55	5.49	4.59	4.72
Ambala	A	14.74	6.79	8.31	9.79
Rohtak	A	9.96	10.99	12.37	9.51
Gurgaon	A	8.93	6.96	6.31	5.74
Sonipat	B	3.64	4.59	5.26	4.39
Kaithal	B	1.54	4.98	3.81	2.98
Bhiwani	B	4.49	6.92	6.69	4.85
Kurukshetra	B	3.04	3.90	4.17	3.80
Jind	B	2.87	5.85	4.91	4.08

Source : R K SWAMY/BBDO guide to market planning -1999

Conclusion :

We can see that Hisar and Rohtak have relatively low print circulation when compared with their literacy and urbanisation levels. These two districts are also "A" grade districts and hence will be attractive to advertisers. A National highway connects the district headquarters of these two districts (as can be seen from the map available in the Guide but not reproduced here).

A localised newspaper can be launched for Hisar/Rohtak.

Who can access the guide ?

The guide is available as a 440 pages, four colour, hardbound book. It has a companion CD. It can be purchased from any office of R K SWAMY/BBDO Advertising Ltd