Top Story

e4m_logo.png

Home >> Media – Print >> Article

HT likely to launch Mumbai edition in July; embarks on consumer survey

02-May-2005
Font Size   16
HT likely to launch Mumbai edition in July; embarks on consumer survey

The Mumbai print scene is witnessing differentiated strategies to lure the reader. While Daily News and Analysis (DNA) has embarked on a consumer survey backed by strong media campaigns, Hindustan Times is also carrying out a consumer survey, though on a more muted level. The paper appears to be preparing for an early-July launch.

HT officials refrained from offering any comments on the survey or any other aspect regarding its Mumbai edition launch. Informed sources, however, divulged that the survey had begun in April. The questionnaire is on similar lines as that of DNA, wherein the participant was asked the paper he read, how he rated the paper, why he read that paper and what he would like in a paper?

The surveyors leave behind a HT calendar and a letter from Editorial Director Vir Sanghvi, which speaks about HT being a quality paper making its foray in the Mumbai market. Sources also said that the paper was initially aiming for a mid-June launch which had now been pushed to July.

Looking at the broader picture, DNA is being launched by the Zee-Bhaskar combine, and for the Bhaskar group, consumer research is a tried and tested tool. The paper used it first in the Jaipur market in Rajasthan and then followed it in markets like Gujarat. If expert comments and data are anything to go by, the strategy has always worked for them. The participant is not visited once but also after the paper is in place, where the organisation thanks him for the contribution he made in the compilation of the content outline.

What do these surveys actually do for the papers? For Jeffrey Crasto, President, MPG, the answer is simple. "They establish a connect between the paper and the reader. It is a direct marketing exercise of sorts."

Sandip Tarkas, CEO, Media Direction, believes that such surveys do help in evolving quality content for a paper. "The reader can give some idea of innovative or differentiated content that the paper's editorial might not have otherwise thought of. However, more importantly, when the paper is in place, the reader will feel good that something he suggested was incorporated in the paper and that is likely to happen in most cases."

Such surveys evidently serve a stronger marketing purpose than just content development. In the case of DNA, no stone has been left unturned to create awareness around its launch. HT is doing so too but in a much quieter way. Whose strategy works better will be soon established for all to see.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube