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.”

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

This comes after the government has deemed Whatsapp’s reply to the first notice sent to the IT Ministry as unsatisfactory, according to reports.

At the debut edition of D-CODE, 13 Industry champions will crack the code on the best performing digital campaigns

Aggarwal previously served as the Chief Marketing Officer of Zee5.