IRS 2011 Q4: I next packs the punch again

Company Brief

New Delhi, March 15, 2012

Youth is not a slice of life; it is a state of mind; it is not only a matter of rosy cheeks, red lips and supple knees; it is a matter of the will, quality of the imagination, vigor of the emotions; the temerity of effecting revolutions and the impatience for change. It's this whole aura of youth that I next has always endeavoured to capture and since last five years, I next has been an envoy of youth sensibilities and vigor. As expected, the latest IRS 2011 Q4 report cements this once again.

At 68 per cent, I next has the highest slice of youthful readers (16-39 years) amongst its total readership of nearly 2 million, emphasizing the clear preference of youth for the bilingual tabloid. The reason why young readers find I next more engaging could majorly be ascribed to its lateral approach with regard to news and preponderance of youth oriented content in the paper. From pre-teen kids to management professional; from canteenwalas to professors, I next has something that caters to everyone's taste. The dedicated content on special occasions like Valentine Day, Youth Day, Sports Day, Teacher's Day, AIDS Day and many more, engages a wide spectrum of readers. Beyond that, in order to forge a robust and emotional connect with the young readers, special contests and events are organized. 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 cool fresher parties. More recently, a hugely successful Dream Date contest was run in the back drop of Valentine Day, which saw young couples walking away with exquisite love dates and bumper prizes.

Women centric matter finds considerable inflow into I next every day, that caters to both their daily encumbrances and desires. 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, which form highest percentage of its readers as compared to its contemporaries. At 29 per cent, I next leads the pack, followed by Amar Ujala Compact (24 per cent), Amar Ujala (22 per cent), Hindustan Hindi (21 per cent) and Prabhat Khabar (21 per cent).

From advertising point of view, i next poses great opportunities. It 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. 37 per cent (an increase of 6 per centage points as compared to last quarter) of its readers fall in the SEC A & B category (pertaining to overall readers), as compared to 19 per cent of its nearest competitor (Prabhat Khabar). This implies that i next acts as a very 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.

For advertisers I next is a green pasture. On the one hand it opens the products or services to largely under tapped markets of mini metros; it provides targeted communication on the other hand, to the advertisers through its robust quota of well-heeled readers. This has been held up in the IRS report, where 9 per cent of i next readers fall in the MHI (monthly household income) 20,000 + category, as compared to 5 per cent for its nearest competitors, showing a generally socio-economically stronger profile of readers, who matter to the advertisers.

I next has long moved beyond being 'just another newspaper'. With its web portal- inextlive.com (a total youth hangout zone) making waves, much due to its unique folk singing contest- IKTARA, which is underway, there is a lot coming up for those who think life only lies in restlessness!

Year on year, quarter on quarter, I next is fast treading the stairs of growth and have emerged both as a potent advertising tool, as well as an incisive and inclusive news vehicle. And don't forget all the fun that is stashed amid its pages. Wait till it becomes print media's new Rockstar!

For further information, please contact:

I next

Benul Tomar

Tel: 8882301660

E-mail: benul.tomar@inext.co.in