Coupon war is back in Gujarati media
One may have any idea about selling a newspaper, one must have good gift if one wants to keep the circulation going up in Gujarat. This is a fact in the case of Gujarati newspapers. The coupon war between three leading Gujarati newspaper is a live example of this.
For past one week two of these three Gujarat newspapers are trying to impress upon their readers that they are sincere about their gift schemes. The newspapers are Sandesh and Divya Bhaskar. They have reduced the gift coupon time to 60 days to match the gift periodicity of their arch rival Gujarat Samachar.
Certainly, falling circulation figures of these two newspapers have driven them to rev up gift coupon frequency. First it was Divya Bhaskar which announced that the readers will get good gift just after 60 days. Not to be left behind Sandesh announced that it will give gift after 60 days.
Sandesh which shared Gujarati readership with Gujarat Samachar before the entry of Divya Bhaskar made announcement mid way its ongoing scheme! Its announcement says that you will not have to wait for 85 days as per the present coupon scheme. You will get the gift after 60 days.
Even after the entry of Divya Bhaskar and stepped up efforts of Sandesh to capture readers, Gujarat Samachar still retains its position of uncrowned kind of Gujarati media. In terms of circulation. Gujarat Samachar is known for its uncanny skill of having pulse on Gujarat readers. It has been giving gifts on 60 days.
Under the gift coupon scheme, one has to collect coupons for the time period of the scheme, stick them on the forms given on the first day of the scheme and collect gift after giving filled form. Though the gifts are not so good as they were at the time of introduction of the scheme, a large number of readers decide their newspaper on the basis of the gift. It may sound strange, but it is a true reflection of business acumen of Gujaratis.
Gujarat Samachar had also failed to sense this when it had decided to stop the scheme last year. It was a bold decision because none of the three had tried it despite the growing burden of the scheme. Initially, Gujarat Samachar dismissed off fall in the circulation as impact of marginal floating readership. However, soon it realized that it was a more serious and solid problem. Discontinuance of the gift scheme had started showing its impact on circulation figure.
It was a lesson for Gujarat Samachar which its owners learnt very well. They also learnt that people were unhappy that the two other newspapers were extending the period of the scheme. Intially, when Divya Bhaskar introduced the idea to penetrate into the stronghold of Gujarat Samachar and Sandesh, it was a monthly scheme. Gradually it was turned into once in two month gift scheme. And of late the period extended to almost three months.
Since Gujarat Samachar maintained two month period, Gujarati newspaper readers rewarded the newspaper with shift from other newspapers. The result is obvious. The two other newspapers are now swearing to the readers that they will give gift, a good gift after two 60 days. No hidden delays in the form of bonus coupon, a favourite business strategy of Sandesh to extend period.