Tehelka, the investigative tabloid-sized newspaper, has been relaunched as a weekly magazine. The price has been hiked to Rs 20, but it would be available at an invitation price of Rs 10 for some time. The reason for the change in format is to increase “shelf life”, said Tarun Tejpal, Editor-in-Chief, Tehelka.
“There is a dissonance between the format and the content of Tehelka as was suggested by readers’ feedback. There is a change in the look and design, but the DNA of the content remains the same as we are committed to it. The new format is getting tremendous response. We are getting good response from all over the country, and we adding 190 subscribers daily from Mumbai, Delhi and Bangalore alone,” said Tejpal.
“We do serious journalism, break news first very frequently, and people need time to read the content. The new format is handier and shorter in length and we expect it to have longer shelf life,” he added.
Speaking on the marketing strategy, Tejpal said, “As from the marketing point of view, we felt that the newspaper didn’t get the deserved space in newsstands for display. Readers treated it like a daily and not like a weekly. On the advertisers’ side, we received the feedback that the tabloid was not the kind of space befitting them. Now we have changed according to the feedback and are getting good response from the advertisers as well,” added Tejpal.
Commenting on the need for promotional activities and media campaign, Tejpal said that no media campaign would be undertaken. “Our journalistic works would speak for itself, and the other reason largely is that we have limited resources. We have two choices: either to promote the magazine or do good journalistic stories. We would prefer to go for the latter,” he said.
Our typical marketing budget is usually 10 per cent of the topline spend