Top Story

e4m_logo.png

Home >> Media – Print >> Article

Hindustan Times revises ad rates. 'Impact' to counter 'Maximizer'

12-September-2002
Font Size   16
Share
Hindustan Times revises ad rates. 'Impact' to counter 'Maximizer'

The leading English daily, Hindustan Times has revised its advertising tariff upwards. The new tariff structure - Impact, billed as 'a media tool to reach your TG most effectively', becomes applicable from October 10, 2002. Impact brings with it a shift in the way advertising rates were structured thus far.

The new rates are marginally higher than the current structure. While advertising in Delhi edition of Hindustan Times is pegged at Rs 2700 per CC (BW) currently, the new tariff is Rs. 3000 per CC (BW). Similarly while all the editions of Hindustan Times can be availed at Rs. 2750 per CC currently, the new tariff is Rs 3100 per CC.

But the significant change is the increase in flexibility for the advertiser. This flexibility comes in form of Volume and Insertion incentive built into the tariff structure. So the rate for HT Delhi edition for 7+ insertions (or more than 751 cc) drops to Rs 2650 pcc (BW), from Rs 3000 pcc currently. Of course this discounts comes with the standard caveats attached. The total advertising volume should be consumed within 90 days and should carry ads for 'same product from same agency.'

Says Rupak Agarwal, GM, Marketing, "Impact is conceived to provide flexibility to our clients. Earlier, the insertion incentives were available on our city supplements only. Now we are offering the same on the main editions as well."

Is Impact conceived to counter the recently introduced Maximizer by the Times Group? Some resemblances are hard to ignore. The two have almost identical slabs (1-2 insertions; 3-5 Insertions and so on) for the insertion discounts. Hindustan Times, however, has a more aggressive discounting for each slab.

"No, this is not a reaction to competition. We were planning this change since the beginning of the year," argues Agarwal.

But where Hindustan Times's Impact scores is that it bundles 'Volume' discount as well. For instance the 11.6% discount available at 7+ insertions is also available at volume consumption of 750+ CC. However, the space will have to be consumed within 90 days. This should help media planners in their launch campaigns that typically have large ad sizes and a high frequency to generate impact.

The price hike by these two leading newspaper is likely to be followed by host of such announcement. It seems most large newspapers have taken such upward revisions almost for granted. With economy in a bad shape and consumer spending showing little signs of improvement, one wonders how marketers will stomach this round of increase.

Tags

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.