Media Exposure Level At district level in INDIA

The Guide is Unique in the following major features :

District as a unit : The urban/rural divide is transcended for the first time in India and geographical areas have been ranked for purchasing power with the district as the basic unit.

Media Reach : Media leads and creates markets. The guide provides a measure of reach of media at the district level . This is provided through the Media Exposure Index reported for both rural and urban areas of each district.

Level of Detail : The Guide has gone into a greater level of detail on the economic information than any other compilation. Information has been collected from each state government and not just from Central government sources. As an example of the analysis :

Agricultural income has been estimated using over 50 crops and not just the 18 'major' crops
found in other compilations.

Production data of these crops have been averaged over three years to even out vagaries of weather
and monsoons.

    Agricultural price data has been collected for three years for each season from each 'mandi' or
       agricultural market yard. An Indian state typically has several 'mandis' and the price used for each
       district comes from the nearest 'mandi'.

Thus the estimation of 'agricultural income' is more representative of the diversity of India than
compilations using 'major crops' which are biased in favour of the heartland.

Agricultural income is a major factor in the Market Potential Value which is the measure of
purchasing power.