Chennai Chronicle, English Newspaper in the South India, has undergone a major revamp and unvieled its new look recently. With Ajay Reddy as Senior Editor, Chennai Chronicle has a fortified editorial team that has driven this new product. Rajesh Kannan has been roped in as AVP (Circulation). His prior assignment was with the Hindustan Times.
The revamp involves new color pages, new fonts, new shapes and new ideas. All this is being executed to keep up with the fast-changing Tamil Nadu and most importantly, its people.
Commenting on the revamp, Rajesh R Menon, Senior General Manager- Advertising, Deccan Chronicle Holdings Limited said, “Well, Tamil Nadu is changing fast. And with it, its newspaper wanted to change too. We have been observing and collecting all the recent trends in the state and finally, when it was time for Deccan Chronicle's eighth year of operations in TN, we made our move. Timing, after all, was crucial.”
“Deccan Chronicle & Chennai Chronicle is a conversation starter in every strata of society and for us it was about furthering our reach and revenues. Chennai Chronicle is aimed at younger readers who are interested in more than news, analysis, comment and business, things that interest even a natty CEO or a nerd, food, cinema, fashion and social media,” added Menon.
Chennai Chronicle was launched on March 28, 2005. In the past eight years, there has been two design revamps. The latest revamp is the third one from the group.
Chennai Chronicle launched the edition with Suriya on the cover page and followed it up with Ajith, Hansika and Kajal.
Chennai Chronicle had conducted elaborate surveys and focus groups. All departments including marketing and circulation ensured feedback from residential complexes, the IT corridor and the retail sphere.
Apart from all research, Chennai Chronicle branded the city with its banners, posters and placards. Besides that they have few strategic tie-ups in place. All newsagents were branded with their signage. Menon added, “The circulation team did a comprehensive drive at key points like the Marina beach, Elliot’s beach and the multiplexes. We had radio slots on BIG FM. For the first time ever, we have actually stopped ad in-flow for our anniversary edition.”
On the digital front, Chennai Chronicle has given the chance to their readers to go from paper to mobile screens within no time. They have bar-coded news in the supplement. There are also mechanisms put in place allowing readers to instantly share, store and connect with the news they're reading.