exchange4media news service
With the launch of afternoon newspaper “Today” from the India Today Group, the afternoon newspaper segment in Delhi is witnessing aggressive marketing initiatives.
Apart from Today, the otherwise dormant “Delhi Mid-Day” owned by hotelier Lalit Suri has also suddenly woken up to the potential of the afternoon newspaper segment. Today, the afternoon daily from India Today Group has embarked on an innovative and eye catching outdoor campaign to reach out to the potential readers.
The outdoor campaign is being supplemented by a FM Radio campaign and promoted in Group publications like India Today. The outdoor campaign is colourful, catchy and definitely noticeable. With phrases like "Eye popping", Today''s campaign communicate the same with eye popping out of the kiosks and bus shelter. Similar messages like "Heard the buzz" with ear, "Grab it" with hands outstretching suggesting grabbing the Today and "Nose for news" with the nose sensing exhorts the readers to be with Today.
The outdoor campaign noticeabilty is enhanced by cut out of outstretched hands, colourful lips and the quality of production.
Delhi Mid-Day has also realized the potential and has initiated a radio campaign talking of its sixteen pages of improved content and a promise that ''''Nobody covers Delhi like we do.''''
The Delhi Mid-Day though around for years has sensed that with Today getting on, the afternoon daily segment is likely to see renewed advertiser interest and it might well benefit from it. In the last month a new editorial team took charge of Delhi Mid-Day after its earlier editor Srinivasan quit.
Today is also building up distribution and availability of the afternoon newspaper with boys hawking Today in office complexes, near eating joints and traffic crossings.
Though it is early to say what kind of dividend will both Today and Delhi Mid-Day will reap, one thing is sure that this segment is poised for action, post the launch of Today.