The first Indian news site to go pay, The Newspaper Today (TNT) is planning to launch a cross media campaign soon to widen its customer base by bringing in more subscribers. Though the model of internet based paid info services is yet to prove its viability but according to officials at TNT the initial response of the service since it was launched has been quite encouraging.
Says Kalli Purie - COO, The India Today Group Online and Publisher of The Newspaper Today, “Our current base of paid subscribers is above 10,000 and the subscribers are all from SEC A1, working individuals who are net savvy and like to stay at the edge of News. The basic nature of the product demands this of its consumers and 37% of our subscribers are from outside India.”
To increase the awareness of the product and bring in more subscribers into the net TNT is launching a drive for an online product with a Subscribe & Win offer coined "Hot News Hotter Offer". Subscribers will get double value for their money. On paying Rs.499 for a 1 year subscription, subscribers from India will get Rs. 500 worth of Domino's Pizza coupons guaranteed and are also automatically entered into their lucky draw with a chance of winning an Opel Corsa 1.4 GL, BPL TVs, Dishnet DSL internet connections, shirts from Givo and Provogue and Ties from Satya Paul and other prizes.
Adds Kallie Puri,” Keeping in mind our subscriber base from outside India, we are also running a similar subscription offer for NRIs. With this offer subscribers get double value for their money with Music Today voucher worth $10.50 absolutely free with every one year subscription of TheNewspaperToday. The voucher can be redeemed at the online store of Music Today.”
Though details on advertising and subscription revenues are hard to come by but according to officials at the company the respect amongst the advertisers has been increasing. This they say is the result of TNT being positioned as a medium that delivers a relevant and commercially viable audience rather than just an unknown mass. ‘Quality over quantity’, ‘Niche over mass’ is TNT’s mantra.
Adding further, Kallie Purie adds, “TheNewspaperToday offers a variety of advertising opportunities that leverages the dynamism of this medium to have the maximum impact. We see the relationship between our advertiser as much more than simply that of an advertiser and publisher. We believe in acting as a full fledged media partner for the advertiser irrespective of the size of the account. Before launching any campaign we sit with our clients to discuss the objectives and the expected results that the client wants to achieve at the end of the campaign. We believe the real value of the Net is to be able to offer customised Ad solutions.”
Though the concept is yet to prove its worth not just in India but even in developed markets across the world but given Living Media Group’s track record they surely are not leaving any stone unturned in changing the rules of the game.