Setting a new landmark in print - ifra.com · Setting a new landmark in print 1 . ... The flagship...
Transcript of Setting a new landmark in print - ifra.com · Setting a new landmark in print 1 . ... The flagship...
Key messages
2"
ABP is the foremost media group in India with a diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues
Key messages
3"
ABP is the foremost media group in India with a diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues
ABP – a leading multimedia group
Publishing
Bengali magazine
Dailies
Digital Training Institute
Radio
English magazine
Television Channel
4
ABP is foremost in terms of reach amongst newspaper groups in India
Source : TAM (industry accepted Nielsen research) , Indian Readership Survey 5
*"Print"and"TV"news"
Pan-India presence
Total"reach"of"Print"and"TV"news"in"million"
Source : TAM (industry accepted Nielsen research), Indian Readership Survey
NORTH:'14.1'
EAST:'17.5'
WEST:'27.1'
SOUTH:'1.5'
Media'asset Reach
BENGALI""DAILIES 6.3"million"readership"per"day
ENGLISH""DAILY 1.3"million"lac"readership"per"day
TELEVISION""NEWS""CHANNELS 52.6"million"viewers"per"week
Print"and"TV"news"total 60.2"million
BENGALI""MAGAZINES 2.0"million"readership"every"issue
RADIO 3.1"million"listenership"per"week
WEBSITE 3.5"million"hits"per"month
FACEBOOK 400,000"Likes"and"10"million"reach
Massive multimedia reach
Source : TAM (industry accepted Nielsen research), Indian Readership Survey, websites 7
Source : Audit Bureau of Circulation, internal estimates
The flagship Anandabazar Patrika - a dominant leader
9
Dominant leadership position of our flagship Bengali daily
Anandabazar Patrika
Key messages
10
ABP is the foremost media group in India with a diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues
11%'
19%'
25%'
12V22"Yrs" 23V45"Yrs" 46+"Yrs"
Share'of'populaDon'who'read'Bengali'newspapers'(amongst'those'who'can'read''Bengali)'
'
11"
Low Bengali newspaper readership amongst youth
Source :Indian Readership Survey, Q4 2012
In this context Ebela was launched, targeting the youth
• Launched on 17th September 2012
• The first Bengali daily from the ABP
group after the launch of the flagship
Anandabazar Patrika 91 years back
• Launched in the city of Calcutta
13
Ebela launched in record time
12
3.5
Typical(time(takenglobally
Time(taken(for(Ebela
Time*taken*to*launch*a*newspaper
14
Key messages
15"
ABP is the foremost media group in India with a diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues
Important consumer insights through market research
“Newspapers are inconvenient to carry and
read on the go; and who has got the time to read so
much?”
“I am tired of reading only about politics; aren’t there
other topics to cover?”
“Newspapers are so boring! So much text! This age is of visuals”
“I get free news on the internet; why would I buy
a newspaper unless the price is attractive?”
“Newspapers are ‘old’; how can you ever market a newspaper to a
youngster?”
200 reader interviews
1000 people sampled in market research
10
different brands benchmarked 16
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient to carry and read on the go; and who has got the time to read so
much?”
Convenient and smart tabloid format
1
17
Convenient and smart tabloid format
18
Traditional, boring broadsheet format New, exciting tabloid format
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient to carry and read on the go; and who has got the time to
read so much?” Convenient and smart tabloid format 1
“I am tired of reading only about politics in newspapers; aren’t there other topics to cover?”
Wide variety of content
2
20
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient to carry and read on the go; and who has got the time to
read so much?” Convenient and smart tabloid format 1
“I am tired of reading only about politics in newspapers; aren’t there other topics to
cover?”
Wide variety of content 2
“Newspapers are so boring! So much text! This age is of
visuals”
Colourful and attractive visual presentation
3
28
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient to carry and read on the go; and who has got the time to
read so much?” Convenient and smart tabloid format 1
“I am tired of reading only about politics in newspapers; aren’t there other topics to cover?”
Wide variety of content 2
“Newspapers are so boring! So much text! This age is of visuals”
Colourful and attractive visual presentation 3
“I get free news on the internet; why would I buy a newspaper unless the price is attractive?”
Value-for-money price point
4
30
Value-for-money price point
Price"(Rs)"
Pages"p
er"Rup
ee"
EI'SAMAY'
BARTAMAN'
AAJKAL' PRATIDIN'
ANANDABAZAR'PATRIKA'
KHABAR''365'DIN''EBELA'at'
cover'price'
Value-for-money price point
Price"(Rs)"
Pages"p
er"Rup
ee"
EBELA'–'with'an'aXracDve'subscripDon'scheme'''
EI'SAMAY'
BARTAMAN'
AAJKAL' PRATIDIN'
ANANDABAZAR'PATRIKA'
KHABAR''365'DIN''
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient to carry and read on the go; and who has got the time to read so much?” Convenient and smart tabloid format 1
“I am tired of reading only about politics in newspapers; aren’t there other topics to cover?”
Wide variety of content 2
“Newspapers are so boring! So much text! This age is of visuals”
Colourful and attractive visual presentation 3
“I get free news on the internet; why would I buy a newspaper unless the price is attractive?”
Value-for-money price point 4
“Newspapers are “old”; how can you ever market a newspaper to a youngster?”
Innovative youthful marketing campaign
5
33
Recap – 5 key success factors
Convenient and smart tabloid format 1
Wide variety of content 2
Colourful and attractive visual presentation 3
Value-for-money price point 4
Innovative youthful marketing campaign 5
35
Key messages
36"
ABP is the foremost media group in India with a diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues
Bengali Newspaper
Anandabazar Patrika [ABP Group�s Bengali daily]
Sangbad Pratidin [Competitive brand]
Aajkal [Competitive brand]
Calcutta circulation
7,04,492
1,31,965
67,999
Duration in play
90 years
20 years
31 years
Bartaman [Competitive brand] 2,12,154 28 years
Rank
1
4
5
3
Source : ABC Jul-Dec 2012 :: *Certified by Deloitte, Haskins & Sells, Period Nov 16-30
Ebela – already the 2nd largest Bengali daily in Calcutta in no time
3,03,000* 10 weeks 2
37
Strong youth readership
Source : Research study by IMRB India (a part of WPP group)
30% of EBELA
readers are below 30 years of
age; average for all other
Bengali newspapers is 20%
38
Youth engagement evident through Ebela�s Facebook popularity
150,000 Likes on Facebook Reach of over 5 million
39
Strong independent readership base
Source : Research study by IMRB India (a part of WPP group)
56% of EBELA readers are
non duplicated
with Anandabazar Patrika
40
Value for money appreciated by renowned brands
By advertising in EBELA
along with Anandabazar
Patrika, advertisers get
18% additional reach at
a nominal cost
41
Source : Research study by IMRB India (a part of WPP group)