Top Story

Home >> Media–Print >> Article

Leveraging digital – the Mid-Day way

11-March-2011
Font Size   16
Leveraging digital – the Mid-Day way

While globally newspapers have made the move to digital to maintain their relevance to readers, the Indian newspaper industry is now beginning to make its presence felt in the digital domain, albeit gradually. Most of the newspaper groups in the country now keep aside a large chunk of their marketing budget for digital operations. But does well-marketed digital property really help? Manajit Ghoshal, MD & CEO, Mid-Day Infomedia, shares a different perspective on this with exchange4media.

In recent years, several media companies have spent a huge part of their marketing budget to accelerate their digital presence. “They did see good vertical spike, but the moment they stopped spending money, they started crashing back,” noted Ghoshal. He added that Mid-Day had been using various media tools to attract readers on their website and had achieved 20 million page views during 2010.

Interestingly, the group asserted that it did not spend even a single penny on marketing, despite having a good share of the marketing budget available for digital. Explaining how this was achieved, Ghoshal said, “Driving traffic from newspaper to website and vice versa has really helped us. Also, the fact that we could use lot of social networking websites to divert the traffic to our website.”

The tie-ups with competitor websites have also helped the group to attract readers. When asked whether there was a danger of diversion of traffic from one website to another, Ghoshal replied, “Certainly there is a risk. But, if you do it in the right spirit, it helps. It is all about mutual understanding.”

On the debate over the Unique Visitors (UVs) versus Page Views, Ghoshal believed that the Indian digital market was still not mature to adopt the UVs or Time Spent on website. “The advertiser fraternity looks at page views,” he remarked.

Newspaper groups who land on the digital domain face the common problem of monetisation. While globally, there are examples of well monetised websites, in India, these are very few. Ghoshal claimed, “We have been able to generate Rs 3.5 crore per annum from our website. For this year, our target is to generate around Rs 7 crore.”

Meanwhile, Mid-Day is also planning some special content for 2011. As Ghoshal informed, “We plan to make the website more ‘tabloidy’ and newsy in coming years.”

Tags Mid-day Manajit Ghoshal newspaper

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space