TOI tests the waters with ‘Crest’

TOI tests the waters with ‘Crest’

Author | Puneet Bedi Bahri | Thursday, Sep 17,2009 7:27 AM

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TOI tests the waters with ‘Crest’

The Times of India is set to add a new title to its bouquet of print offerings with ‘Crest’, a premium weekend edition. The 32-paged edition will appear on Saturdays and is expected to priced at Rs 6. However, neither the price nor the launch date of the paper has been finalised as it is currently being tested in the Delhi market.

Rahul Kansal, Chief Marketing Officer, Bennett, Coleman & Co Ltd, said, “There is no set launch date yet for the paper. What we are doing right now is exploring the market and testing the product. This is an exercise to assess the market for such a product, which our research agency is doing. This survey will help the company finalise details such as the print run, subscription and the price of the product.” This test market phase is expected to continue for another 10 days.

Refusing to divulge details of how much the ‘Crest would be priced at, Kansal said, “It will be a premium, but we will decide on the price only after we gather the market reaction to it.”

Though speculations are rife in the market that Rashme Roshan Lall is slated to be the Editor of ‘Crest’, but when asked, Kansal refused to confirm the same. All he would say was, “We have still not decided on the editor, it could be Rashme or we might hire a new person.”

When contacted, Chirantan Chandran, Partner - Client Leadership, Mindshare Delhi, told exchange4media, “Considering it is a product from a company like BCCL, we sure expect it to be differentiated in content, they already are into mature reading, so they do have their expertise there. If the content is good, I don’t think Rs 6 is too big an amount for anybody, if they are interested in reading great content.”

Tarun Nigan, Executive Director, India – North & Pakistan, Starcom Worldwide, remarked, “The Times of India is a great brand and I am sure they would have done proper research before stepping into the market with a product like this. I feel weekend reading has not really been a trend in India and I don’t see it picking up, people prefer to go out on weekends rather than spend time on print. So, one will wait and watch. We can’t say too much about its success right now.”

Tags: e4m

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