The Times of India’s marketing arm, Response, is experimenting with the 3D format for the first time in Hyderabad for its 16-pager supplement – ‘TrendZ’. The paper has hit newsstands on July 14, 2012.
Speaking to exchange4media, Thomas George, VP, Response (Hyderabad), The Times of India, said, “This is a special one-off issue being released today in the Hyderabad market. It is a unique attempt for the local audience. In the world of sameness, this special issue stands out as an innovative solution to stand out in the clutter.”
The in-house innovation is a move to attract the retailers of Hyderabad. The entire tabloid is filled with 3D advertisements, giving an opportunity to the advertisers to explore the innovation. All the ads in the tabloid have been converted to 3D. 2.6 lakh issues of the paper with the 3D effect are being circulated, along with free 3D glasses.
TrendZ is a tabloid with content primarily related to retail and lifestyle, with more of retail advertisements. Thomas said, “All the ads for this special have been converted into 3D, making it an exciting new offering for the advertiser and the reader.”
It may be recalled that this is not the first time such a 3D innovation has been brought into use. It was in 2010, when the likes of Rajasthan Patrika and Dainik Bhaskar had explored 3D in print. The same year saw another 3D innovation in print by Mid Day on October 26, 2010.
As the year passed by, other newspapers like Dainik Jagran, Gujarati newspaper Sandesh and Hindustan Times came up with 3D effects in their supplements with photographs and avertisements in 3D.
Meanwhile, for The Times of India, response from readers and retailers will decide on future 3D forays. In case of an overwhelming response, the paper might even consider making the 3D tabloid a weekly supplement.