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| Industry
Omnibus
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In
our business of media and advertising timely information sharing
is knowledge creation. Industry Omnibus is an endeavor to
showcase industry best practices through industry wide research,
case studies, industry newsletters and other relevant information
with exchange4media subscribers. Industry Omnibus further
meets the expectations of our industry, which has made exchange4media
an industry resource. |
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Tactical
& Strategic moves in the Mumbai Print War |
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AdEx India analyzes the Mumbai Print War!!!
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| It’s
been more than a month since the competition in the Mumbai Print
market took off in right earnest. We saw the launch of two strong
players – the Mumbai edition of Hindustan Times and
Diligent Media’s DNA. TAM’s AdEx India has
been closely monitoring the launch of these two newspapers. AdEx
India saw a need to come up with the first ever study on tactical
moves by each of the newspapers. (The study in based on August
2005 data for the Mumbai editions only.)
“The
situation in Mumbai is very competitive at the moment and tactical
and strategic moves are visible almost on a day-to-day basis by
each of the key players in the English General Interest Newspaper
space. Our endeavor will be to spot some of those moves and highlight
best practices that will help future media launches and media studies.
The study is also critical as Mumbai accounts for 16% of the total
newspaper ad revenue of Rs 48 billion”, says Atul Phadnis,
VP, TAM Media Research.
TAM’s
AdEx India brings this comparative analysis across various parameters
of DNA and HT with reference to Mumbai’s established heavyweights
in the English newspaper market, The Times of India and Mid-Day.
As a case study, we broadly bring in three of the crucial aspects
of marketing – Pricing, Product/Content and (Returns on) Promotions.
Below
is the first in the series of studies by AdEx India that will come
out over the next few days. In this study, we have looked at two
key aspects – Cover Prices (Pricing) & Share of Ad categories
(Returns on Promotions) like Display, Appointments, Tenders &
Notices and Classifieds. |
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1.
Cover
Prices |
As
expected, Cover Prices of the two new entrants have been lower
compared to TOI and Mid-Day.
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| Weekday
Pricing: The
graph shows that HT & DNA are priced at Rs 2.50 and Rs 2 respectively,
which is less than TOI’s Rs 4 and Mid-Day’s Rs 3.
Sunday Pricing: The
Sunday price for both TOI and Mid-Day is Rs 5 while that of HT is
Rs 3. DNA, interestingly, has the same cover price of Rs 2 both
on weekdays and Sundays. One will have to wait and see the results
of this pricing strategy in the coming months. |
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2.
Share
of Ad Categories |
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Let’s
now take a look at the Share of Advertisement Types in each of these
four newspapers. This provides a glimpse of how each of the four
newspapers approach their respective revenue models. |
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The
graph indicates that close to 75% of Advertising Volume in DNA
and HT is accounted for by Display Advertising. This number stands
at 59% and 51% for TOI and Mid-Day respectively. As high as one-third
(35%) of the Advertising Volume in Mid-Day is account for by Classifieds.
The share of Classifieds for TOI, HT and DNA stands at 16%, 20%
and 16% respectively.
Let’s
look at this from another angle. AdEx analyzed the impact of fresh
competition in the Mumbai market on the ad categories, i.e., the
share of Advertising Volume of each of these four newspapers accounted
for in August 2005. |
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| As
we can see, there is not much of a difference in the contribution
of Display advertisements between the two new players – DNA
contributes 75% against HT’s 73%. The next biggest category
is Classifieds – 20% for DNA against 13% for HT.
In
the Appointments category, HT is clearly ahead with 10% against
DNA’s 2%. Lastly, in Tenders/Appointments section, DNA is
at 3% and HT at 4%.
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3.
Number
of Pages |
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| Let’s
now take a look at the Number of Pages these newspapers carry on each
day of the week. The table indicates that all these Newspapers are
pretty heavy on all days. Interestingly, DNA is way ahead of all others
on Sunday with as many as 104 Pages. |
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4.
Black
& White to Color Pages Ratio |
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Another
interesting thing in this study of the Mumbai Print Industry War
would be to analyze the Ratio of Black & White to Color Pages.
Let’s take a look at the table below. |
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The
table suggests that both the new entrants in the Mumbai Print Market-HT
and DNA have a greater percentage of Color Pages than Black and
White Pages within the Main Issue of the Newspaper. But, it is noticeable
that TOI and Mid Day carry more pages within the Main Issue. DNA
once again has the highest number of Color pages with 100% color
pages on Sunday. |
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5.
Average Advertisement Size |
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Finally,
to wrap up let’s take a look at the Average Advertisement
Size of each of these newspapers (Display Advertisements Only).
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If
one takes a close look at the above table, it is highly noticeable
that the Average Advertisement Size has been higher in the two new
Newspapers. Hindustan Times leads this chart with an Average Advertisement
Size of 373 sq cm; DNA comes second at 312 sq cm. The Times of India
has an average advertisement size of 230 sq cm, while Mid-Day's
Average Advertisement Size is 180 sq cm. |
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| Archive |
 C
& S Homes: The big debate- September 14, 05
Household Potential Index(HPI) from IRS- July 13, 05
THE TV SPORT MAP IN 2004- June 14, 05
Asia Pacific C&S Markets 2005- Apr 28, 05
Consumer Spending Poll- Nov 08, 04
M- SPECTRA : MADISON’S MULTI-MEDIA REACH FREQUENCY ESTIMATOR-
Oct 04, 04
Effective Return on Cricket Ground Signage- Aug 18, 04
Media effect and its measurement in Rural India- Aug 11, 04
Euro 2004 – Performance Analysis- Jul 22, 04
Business Media Opportunities in India- Jul 10, 04
Election 2004: Monitoring of TV Coverage - Jun 26, 04
Election 2004 A Study by MAXUS - May 29, 04
SMS users are open to brand marketing - April 22, 04
Celebrity Endorsements Inside Out: A CyberMedia Study - April
17, 04
Understanding women Study by MCI - March 20, 04
Consultation Note on Issues relating to Broadcasting and Cable
Services -
Jan 01,
04
SMS Selling Made Smarter?!- Dec 04, 03
ICCO World report October 2003- Nov 20, 03
DTH Studyby Initiative media- sep 23, 03
IRS Study- sep 17, 03
CyberMedia Research - July 17, 03
Media Financial Wellbeing - A Study by ATG - June 06, 03
The "Surer" way of consumer contact -May 15 03
TOWN & COUNTRY - June 24 02
All
in All!
Mudra
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