On a final note Reddy says, “Sakshi has been growing readers because it cares for young, highly educated upward mobile readers by packaging a content mix that is very aspirational. As per his estimate, Sakshi has a of 2.47 Lakh readers who watch subscription based OTT platforms.

Profiling the consumers, Reddy comments that the Sakshi’s readers making online booking and on-line payments has seen a growth of 96%, those who watch online TV/Movies/Videos/Music have grown by 56%. The time spent has shown a marginal increase and this is a positive trend.

He adds that since the start of the lockdown started, the online platforms, and has seen over 10% increase in the number of unique visitors. In the age group of 20-39 years, Sakshi has grown by 8%, it also added 37% Graduate readers and has grown its tally in the Post Grad segment by 49%. In the top strata of NCCS A, Sakshi has grown by 22%, in the affluent segment of NCCS B by 9% and in the sum of NCCS AB by 14%. He states that Sakshi has also added quantity in quality segments of the readers too. In the SCR of Rayalaseema, Sakshi’s readership has grown by 59%. Similarly, Reddy states that in the SCR of Andhra -1 Sakshi has gained 13% readers. Sakshi has grown by 31% in Prakasam & Nellore District Clusters, 39% in YSR district, 71% in Anantapur district and by 27% in Hyderabad’s UA District clusters during the year. Reddy reiterates that Sakshi is now a comfortably leader in Prakasam, Nellore, Chittoor and Anantapur districts of Andhra Pradesh and also maintains a lead in the socio-cultural regions of Rayalaseema. Sakshi is now within striking distance of Eenadu, with leadership position in many segments of the newly defined Andhra Pradesh state.” What was a huge gulf of 17.86 Lakh readers between Eenadu & Sakshi in their AIR counts in Q1, has now been narrowed down to just 2.53 Lakh in Q4 now. He says, “In the state of Andhra Pradesh, Sakshi has consolidated its position during 2019. Sakshi has recorded growth across all segments and Reddy says that the paper is now within striking distance of the leadership position. The focus on content has attracted the youth readership and led to good growth for the physical paper in this age segment. Our educational page, Bhavitha, a full page every day, is also is directly aimed at the youth and has really paid off. We revamped the business and sports section and it is now comparable to English papers. He says, “In May 2019, we decided to focus on our product, the quality of the product and the content.

Reddy says that the paper’s drive to focus on content has reaped rich dividends in attracting youngsters to the physical product.

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