Understanding Subaltern Brand Equities

How Local Newspapers Can Confront National Brands

Aparna Sen


In a country such as India, a subcontinent of nearly a billion people with as many as sixteen languages and several dialects, the newspaper market dynamics is interesting. Across the country, English and regional language dailies coexist side by side. These are largely followed by local readers within a geographical area. Locally published English daily's (the focus of our paper) cover news, information and are not editorially parochial. They have both distinguished pedigree and enormous equity, but are finally the local satraps. There exist national dailies (NB) that, through several local editions, operate across the country. One or two, likewise, have great heritage and are respected for their coverage and credibility.