The Times of India Group launches second neighbourhood newspaper in Chennai
Exactly one year after venturing into the free neighbourhood newspaper genre in Anna Nagar, Chennai, The Times of India Group has launched another neighbourhood newspaper in Adayar, Chennai. The 12-page gloss-covered ‘hyper-local’ was distributed among nearly 40,000 residents of Adayar recently. The stand alone publication is a community tabloid exclusively for the people living in and around Adayar.
Ninan Thariyan, GM-Response, TOI, Chennai, said, “Times Neighbourhood Adayar presents a weekly wealth of local information and entertainment and promises to deliver a professional touch, doing away with the sloppy feel of just another neighbourhood newspaper.”
“There is a range of publications and mediums to help the people catch up with all national, international and state-wide important news, but there is hardly any medium to address the civic issues of local residents and highlight local happenings. Therefore, we decided to come up with neighbourhood publication. We had launched a neighbourhood tabloid in Anna Nagar in October 2005 and this is our second neighbourhood newspaper,” Thariyan added.
“The neighbourhood newspaper will also function as useful vehicle for advertisers who want to advertise their products for a focused local audience. This will not be in competition to any existing publication but will be complementary. It will be a stand-alone product, and it is an opportunity for us to address more advertisers, who in turn, need to address residents of the neighbourhoods they operate in. There is no carrier brand, but the product is good enough to stand on its own.”
“We will gauge the response to the Adayar launch and come up with more such publications. The newspaper has been receiving good response from the advertisers,” Thariyan further said.
When asked where the next neighbourhood tabloid would be launched, he replied, “It is too premature to comment on that.”
TOI entering ‘free’ neighborhood paper segment with Times Neighborhood in Chennai’s Anna Nagar
Our typical marketing budget is usually 10 per cent of the topline spend