KR. Skandraaj, who was earlier the COO of Sovereign Media Marketing (SMM), a marketing division of Malar Publications, and has handled space marketing for Daily Thanthi, Maalai Malar, and Rani Publications, has moved to Tamil daily Dinamalar as General Manager, Marketing. In his new role, which he assumed on September 30, 2011, he will be handling markets pan-India for the four editions of Dinamalar – Chennai, Madurai, Puducherry, and Coimbatore.
Commenting on Skandraaj’s appointment, L Adimoolam, Chief Marketing Officer, Dinamalar, said, “It’s an absolute honour to have Skandraaj wield the baton for our marketing initiatives. A man who has been instrumental in changing the marketing landscape for Tamil dailies, he has to his credit, pioneering branding initiatives. So, having him on board is certainly good for our publication. It cannot be a better, more opportune time, since Dinamalar has exciting new branding options for advertisers, which will now gain a new dimension with Skandraaj joining the ranks. We’re looking forward to a successful working association with the stalwart of marketing strategies.”
Speaking to exchange4media about his new role, Skandraaj said, “Dinamalar has a fantastic readership that is skewed towards the A&B segments. For most advertisers, this is very important as they are more focused on response rather than on relationship marketing. The key points on my agenda are to increase the revenues across all markets, provide a boost to the Chennai edition in terms of advertisements, circulation, and readership, and come out with image building exercises as part of the branding initiatives.”
With Dinamalar planning to unveil some inventive new marketing and branding possibilities in the coming months, a lot is being expected from the new head honcho. When asked about the initiatives and strategies that he would employ in his new role, Skandraaj remarked, “With six decades of publication history behind it, Dinamalar has a media standing that can be matched by very few media houses in the country. It has crossed numerous milestones and I consider it an honour to be part of the team that is poised to change the way brands start utilising the marketing possibilities that the oldest news dissemination medium has to offer. We’ve already started exploring unthought-of possibilities; it should just be a matter of time before you see the new, intuitive prospects that Dinamalar will be opening up for brands this time around.”
Skandraaj has spent more than 20 years in the print media with publications such as The Hindu, Deccan Herald, and the ABP Group. He started out as a sales executive in Getit Yellow Pages, Chennai in 1988, where he worked for three years. About the most significant initiatives taken up in his career, he elaborated, “I was appointed Senior Manager, Marketing in Deccan Herald in 1997 and worked out of Chennai. When I moved to Bangalore as the All India Marketing Head for the paper in 2001, I changed the landscape of retail advertising, re-launched the ‘Classifieds’ and ‘Appointments’ sections, and also the Real Estate supplement. They are all doing very well now as brands.”
Speaking on his six-year stint at SMM, Skandraaj said, “I handled all India and expanded the value of the Tamil daily. We made in-roads into new client as well as non-advertising client categories. We got clients who wanted to advertise only in P1 markets such as Chennai to look at multiple editions. We came out with a lot of innovations, with several annual deals for clients and agents.”