At 22, The Telegraph looks to be a real youth – more with the latest sleek and trimmed international look. For the largest circulated English daily in the east, the new look and an international recognition for its youth wing, ‘The Telegraph In Schools’ comes close to one another.
TTIS has been awarded with the World Young Reader Prize for 2004 by the World Association of Newspapers – a Paris-based agency, representing 18,000 publications worldwide. TTIS was declared the joint winner with an Australian publication, ‘West Australian’.
Rudrangshu Mukherjee, Editor-TTIS and Editorial Pages, The Telegraph, said, “It’s a triumph for the students who make the paper. TTIS is not only a paper for the students; it is a paper by the students, of the students.” He further stated that the articles and contributions come from 600 tiger reporters and cub reporters that are the driving force behind this product.
Adds Sandip Ghose, Vice-president, The Telegraph and Businessworld, “Unlike some of the other newspapers, we don’t see TTIS merely from a commercial objective of boosting circulation of the main paper. We see it as more like a movement. That is why we have launched TTIS as a separate publication and incorporated student-related activities.” He further adds: “TTIS is more than a newspaper, it is cult.”
The Telegraph In Schools – a weekly Monday offering and was launched last year targeting 10–18-year olds. The TTIS reaches 17000 copies to 278 schools every Friday preceding the issue day and 7000 homes by post or trade/stand sales.
The newspaper from the house of ABP Group, with a circulation of 3,25.091 (ABC July-Dec '03) and a readership of 13,44,129 (NRS 2003) donned a new, international look with reduced web width, more national, international and business coverage and, launch of a separate Sunday Classifieds pullout. The most significant sub-brands, Metro (the daily city-supplement, with serious reportage as well as lifestyle sections) and Graphiti, the Sunday colour magazine got a completely new-look along with revamped columns and sections
Add to this, the Metro section gone thicker – from four to eight pages, along with introduction of new features.
“It has always been an international newspaper and set benchmarks in the publication industry in India. The Telegraph has always set new paradigms. It was Edwin Taylor who gave it the international look at the time of its launch and even now he has designed it. We have constantly evolved. We wanted to delight our readers and surprise them by offering them a totally fresh look.” enunciated Ghose.
The re-launch is supported with an advertising campaign which will communicate these changes to its readers hitting hard on the positioning – ‘the unputdownable’, which is ‘now even more unputdownable’. The regular advertising agency for the newspaper is JWT. For the re-launch, the group have picked up Equus.