After the fresh round of price war between Times of India and Hindustan Times, triggered by Times of India, it is time to add more value to the world’s no. 1 English daily.
Preparation is afoot in Times of India to launch two new add-ons that will come free with the main newspaper. One of these supplements within, “Spaces” will be on interiors. The other supplement titled “Mind, Soul and Body” will be on health. The frequency of these add-ons could be either weekly or fortnightly.
The two new add-ons will be in addition to the daily supplement of Delhi Times, Plus brand of supplements, besides weekly add-ons like Property Times, Education Times, Ascent, Man & Women.
The Times of India has recruited Amrita Kumar who has a publishing background to bring out both “Spaces” and “Mind, Soul and Body”. The Response Editorial which takes out Plus supplements of Times of India will be assisting in bringing out the news supplements. exchange4media learns that these supplements are likely to be launched in September.
Besides this decision to launch two new supplements, Times of India has also decided to venture into the business of travel books. It will bring out travel guides on Indian and foreign destinations. These priced publications will be for sale in the open market.
While on the one hand Times of India (the only English newspaper to figure in 10 top circulated newspapers as per the latest NRS Survey) is adding value to the newspaper, on the other hand it is embarking on a cost cutting drive. The new look compact sized seven column newspaper has already resulted in 14% saving in production cost. Besides, the number of pages of main editions which varies between 16 and 24 are being decided on day to day basis strictly depending on the volume of ads booked on each day.
The impact of cost cutting is more visible in the 29 plus supplement brought out by Times of India. Out of these, 10 supplements are from Mumbai and 7 from Delhi. Profitability is the only benchmark for these add-ons. It is a common practice with Times of India to drop these supplements at the last minute if they do not have a sufficient volume of ads.
Recently Times of India dropped the editions of East Delhi Plus and Faridabad Plus supplement on this ground.
Meanwhile Times of India has recently increased its ad rates by 15 to 20% to raise its bottomline.