Daily Thanthi, the second largest circulated daily in Tamil Nadu, is launching its Mumbai edition on September 5. This will be the third edition of the newspaper outside Tamil Nadu, the other two being Bangalore and Pondicherry. The Mumbai edition would be the 15th edition of the newspaper. Initially, Daily Thanthi would be printing 50,000 copies in Mumbai.
Daily Thanthi is planning a high-decibel marketing campaign around the launch. According to Skandraaj, Chief Operating Officer, Malar Publications, the publishers of Daily Thanthi, they were taking all possible mediums in getting across the message. “We have taken hoardings, posters, bus panels. We will be also taken spaces in newspapers and trade magazines and websites,” he added.
Mumbai being big market, Daily Thanthi foresees good revenues. “This is our first edition outside South India, and unlike Delhi, where the Tamil speaking population is scattered, Mumbai has some pockets and reaching the Mumbai Tamil speaking audience in the commercial capital is also very easy. We see a good revenue potential here,” Skandraaj said.
When asked whether the Group was mulling an edition in Delhi as well, he said there was no such plan. “We are sending around 3,500 copes to Delhi everyday to reach out to our readers there. As far as Delhi is concerned, the cost of reaching out to our target audience is very high,” he ecplained.
According to ABC (Audit Bureau of Circulation) report for the period January-June 2008, Daily Thanthi had a circulation of around 969,000 copies, an increase of around 50,000 copies against the 917,000 net paid copies during ABC January-December 2007.