Top Story

e4m_logo.png

Home >> Media – Print >> Article

TOI goes hyper local in Pune with new supplement

16-May-2012
Font Size   16
Share
TOI goes hyper local in Pune with new supplement

The Times of India has intensified its coverage of local news with the launch of a new weekly supplement in Pune. This media vehicle targets sectors that thrive in hyper local communities and covers advertisers such as mom and pop stores, restaurants, health centers, florists, banquet halls and furniture shops. These businesses have traditionally kept away from extensively consuming space in print media, due to deterrents such as price and circulation.

Currently, the hyper local supplement covers areas of Pune such as – Aundh, Baner and Kondhwa. There are plans to launch five editions in Pune and, it would be launched on a national scale over a period of time.

Commenting on this initiative, Arunabh Das Sharma, President, TOI said, “This project will be a local product with cities being divided into 6-20 zones depending on the size and population. Each edition of the supplement would carry content dependent on the relevance to the area/ zone. Hyper local businesses in the zone are invited to communicate to the relevant audiences in that area through various promotional and interacting activities.”

The differentiators will be user-generated content, innovative advertising solutions and TOI’s scale and lineage. The ad-edit ratio will be 50:50.

“This project will leverage the concept of user-generated content by inviting readers to be citizen journalists for The Times of India. Readers will play an active role in the process of collecting, reporting, analysing and disseminating news and information. Anyone with a mobile phone or internet connection can publish content. They will be able to upload content to a social media site which is used by us to create multiple hyper local publications,” added Sharma.

The supplement will be circulated free with the main paper on every Friday. It is being promoted through different mediums such as print, radio and internet.

Meanwhile, a Facebook page has been designed to interact with the readers and enable them to post their stories and comments.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking