History of Print Media1.
Began in 1780, with the publication of the Bengal Gazette from Calcutta. James Augustus is considered the "father of Indian press" as he started the first Indian newspaper from Calcutta, the `Bengal Gazette` or `Calcutta General Advertise` in January, 1780 which was a weekly publication. In 1789, the first newspaper from Bombay (now Mumbai), the `Bombay Herald` appeared, followed by the `Bombay Courier` in the following year. Later, this newspaper merged with the Times of India in 1861. The first newspaper published in an Indian language was the Samachar Darpan in Bengali on May 23, 1818. The first Hindi newspaper, the Smachar Sudha Varshan started its circulation in 1854. Since then, the prominent Indian languages in which newspapers had been published over the years are Hindi, Marathi, Tamil, Malayalam, Telugu, Urdu and Bengali. In 2005, the total number of newspapers and periodicals published in India was around 41705, which include 4720 dailies and 14743 weeklies. India consumed 99 million newspaper copies as of 2008, making it the second largest market in the world for newspapers.
Current scenarioIndian newspaper industry is slated to grow manifold, with growth rate circling around 6%. Market share is projected to grow from Rs 56,300 crore to Rs 92,900 crore by the end of 2013, as per the research done by the Price water house cooper. Indian readership survey 2009 says that almost all of the English dailies are losing readership at a rate much faster than the rate of their growth including the big ones such as Times of India and HT.
Prominent newspapers in India
Daily Circulations Of Prominent players
Hindustan Times -1.14 m Times of India -3.14 m Don 138k Telegraph : 484971 Anand Bazar Patrika : 1.27 m Pioneer : 60k Dainik Jagran : 55.5 m Hindu : 1.45m Statesman - 180k Economics - 620K
Mission The mission of Tribune is , to provide best and fast forward news to the people. to generate sustained surpluses, always striving for excellence, within the framework of law, and in nothing but the truth in which we base every action. Marketing objectives Financial objectives Target market(s) Segmentation Positioning
Marketing MixProduct- The tribune, Dainik tribune and Punjabi Tribune Pricing
Price if tribune is @ Rs 3 and Classified advertisements (Matrimonial, property, jobs, etc.) are published in the print edition of The Tribune @ Rs 600.00 per insertion upto 50 words and Rs. 1200.00 from 51 to 100 words. If an advt. matter exceeds 100 words limit, it will be chargeable @ Rs. 355 per sq. cm. Advertisements to be published in our language papers Dainik Tribune (Hindi) and Punjabi Tribune (Punjabi) along with The Tribune will be charged @ Rs 125.00 (for one language paper) and Rs 200.00 (for both language papers). An additional sum of Rs 150 is to be paid if an advertisement is to be put on the Online Edition along with the print edition. Advertisements required to be carried only in Online edition are charged @ Rs 375 per insertion which is higher than its competitors. Promotion-Its promotion is widespread as it has good distribution channels and good recognition among the people. Channels - The Company would offer its product to consumers in 450 cities through 33 branch offices, 250 distributors, 3000 authorized dealers.
PRICE WARS IN NEWS PAPER SEGMENT
Mumbai's media war: Who's the winner?Copies Price Commissi Paper Sold (Rs) on (Rs)
510,00 0 TOI
Rs 1300-1400 sq cms Rs 800-840 sq cms Rs 800-840 sq cms
100,00 0 HT 2.5 295,00 0 DNA5 4
32 1 0 Price (Rs)
TOI HT DNA
The Times of India virtual monopoly in India's richest city. Entry Hindustan Times and Daily News & Analysis TOI share 80 % in Mumbai's Rs 1,500 crore. Both HT and DNA are trying to capture the Mumbai market through line sales, the subscription route and news stand sales.HT offers a year-long subscription for Rs 398. Executives in the DNA camp claim that TOI's news stand sale has dropped by 35,000 copies as a casual buyer prefers to pick up the Rs 2 paper DNA Any vendor who can locate a potential subscriber gets Rs 6. TOI "it actually takes back unsold copies now". So, is Mumbai's print media market overcrowded? "Confusing -- yes. Overcrowded -no,
THE two big dailies are slugging it out once again. Both Times of India (TOL) and Hindustan Times (HT) have slashed the masthead prices to Rs 1.50 on weekdays between Monday and Saturday for Delhi. And the price reduction was also extended to the Sunday edition. HT brought down the cover price of its Sunday edition to Rs 2.75 from the earlier Rs 3.50, while TOI cut the price from Rs 2.90 to Rs 2.
Prominent Magazines in India
Current Publishing Scenario
The Association of Indian Magazines has 85 magazines with a circulation of: Daily 31m Hindi 13m Weekly 8m English 10m Fortnightly 3m Others 24m Monthly 5m
Magazines like Cosmopolitan, Femina were meant for people at the top of the pyramid. Womens era , Savvy targeted upper middle class women. Grihshobha and Manorama were intended for women in tier-2/3 cities. Storybooks like Tinkle, Chandamama and Champak were intended for kids. Science reporter was meant for students who had scientific bent of mind. Magazine like Mens health was intended for the urban English speaking youth. Businesstoday , business world etc. are targeted for business savvy reader. Magazines like CSR, Manorama Year book is aimed at students preparing for competitive exams.
Major market playersIndia Today Group has got 67%of the total market share India Today Group which has got magazines like India
Today, Readers Digest, Business Today etc. ITG has got very strong distribution network across India. key competitors-outlook, bussinessworld & the week.
Marketing Strategy w.r.t Price
Prices were kept low so as to tap the customer from the bottom of the Pyramid and middle class and lo.wer middle class are their target audience Strong distribution network, emphasis was laid on tier 2 and tier 3 cities . Outlook, The week started the price war in this space as their unit copy was sold at Rs.10 against Rs 15 of India Today. Due to fierce competition from its competitor like outlook,The week India Today Group had to offer supplements for its various magazines. Segmented pricing i.e. different offerings for different target audience. Femina, Mens Health, Good house keeping, Travel Plus etc. Mastering the pricing game by targeting the right target audience.
Pricing StrategyDifferential pricing strategy. Promotional pricing strategy
http://www.rediff.com/money/2005/aug/24media.htm http://www.dancewithshadows.com/media/dna-newspaper-mumbai.asp http://www.hinduonnet.com/fline/fl2219/stories/20050923002509400.htm