The Middle-East appears to be one market that is heating up with activities. Whereas on the one hand, advertising agencies are bullish about the market and have opened offices there, local papers there are also resurrecting themselves. Malayala Manorama is one such paper that has decided to be more active and has launched five editions in Bahrain and Dubai.
The Bahrain and Dubai editions were launched on November 10, 2005. Malayala Manorama has put in place bureaus in these markets for appropriate generation of local content. Given that the papers target the Malayali populace in these areas, substantial portion of the content would be from the Indian developments itself.
Jacob Mathew, Executive Editor and Director, Malayala Manorama, is content with the initial response. He explained that the paper was available in these markets already, but it was about time that the presence was made more active and hence, the decision to launch five editions in Bahrain and Dubai.
The move also allows Malayala Manorama to add an alternative revenue stream by local advertising from these areas. At present, the Bahrain and Dubai editions would be working very closely with the India offices in terms of content layout and so on for the final output.
As is known, Malayala Manorama is a strong player with both IRS and NRS placing it in the top 10 all India publications. The paper is the number one player in the Kerala market. At a time when Malayalam publications on the whole have seen a dip, Malayala Manorama’s growth speaks much about the paper and this expansion on international waters seems to be a positive step in the same direction.