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ET brings Education Times to Chennai; ET Realty to debut on April 7

03-April-2006
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ET brings Education Times to Chennai; ET Realty to debut on April 7

The Times of India group has launched its supplement, Education Times, as a free add-on with The Economic Times in Chennai, from April 1. The fortnightly follows the launch of Auto Mania. Soon to follow is ET Realty, which will also be a fortnightly circulated with The Economic Times.

Speaking to exchange4media, Ninan Thariyan, GM, Chennai, TOI Group, said, "Education as a vertical is a very potential market for several reasons. People are willing to spend large sums on education today, and many of them consider going abroad for education as an option. With the number of choices of career, students and parents are left a little confused. Hence, the supplement."

According to a NRS 2005 presentation (eight metro findings), Education Times is one of the largest read supplements in India, with a readership of 1,382,000 (Average Issue Readership). By the same presentation, Education and Careers are the two topics of supplements of maximum interest in English.

Both Education Times and ET Realty will start off as four-pagers, and remain flexible to respond to the market. Saturday has been chosen for Education Times to allow reading at leisure for the student community, and Fridays for ET Realty. Both products would be promoted aggressively, said Thariyan.

He explained, "There will be a lot of promotions, and we will have events and activities throughout the year. For clients, it's about exploring synergistic possibilities, across 360 degrees, to provide them with solutions."

Encompassing key verticals seems to be the strategy, though we are assured that this has nothing to do with the possible launch of the TOI in Chennai. Auto Mania (on Thursdays) was launched on February 1, 2006. Madras Plus is a city-centric add-on that comes with the ET on Thursdays, Fridays and Saturdays. The group also launched its free neighbourhood newspaper in one locality – Anna Nagar – recently (as a standalone offering).

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