Top Story

Home >> Media–Print >> Article

Revamped Telegraph strengthens the ‘unputdownable’ edge

10-January-2005
Font Size   16
Revamped Telegraph strengthens the ‘unputdownable’ edge

What started 22 years ago as ‘Unputdownable’ has lived up to its promise. Maintaining its number one position in the Eastern market, The Telegraph, from the ABP stable, has emerged as the strongest print media brand in the region. With 60 per cent market share, the English daily boasts a circulation of 3.25 lakh (ABC, July-December ’03), and a readership of 13.44 lakh.

Following the August 2004 relaunch with its new look and format, The Telegraph is aiming to touch the four-lakh circulation mark soon with a projected city circulation of 2.2 lakh. On the pricing front, ABP has also launched a combi-package for The Telegraph and Anandabazar Patrika. “We were the first to have such a combination package for offering the readers both the tastes,” a senior ABP official said.

Significantly, The Telegraph has cracked a market once dominated by the redoubtable The Statesman, at one time arguably the best known and oldest newspaper brand in the country along with The Times of India. Along the way, it also successfully met the challenge posed by Asian Age and the onslaught of national heavyweights like The Times of India and Hindustan Times which launched Kolkata editions. “The credit goes to exceptionally superior marketing and extensive branding activities that the group adopted,” said Sandip Tarkas, President, Media Direction.

However, in the English print media market of Kolkata, The Statesman is retaining the second slot claiming a circulation of 1.80 lakh. The Times of India figures 1.27 lakh in terms of circulation and Hindustan Times clocks close with 1.17 lakh.

With four major newspapers vying for a share of the pie, the Kolkata print media market has emerged as one of the most challenging domains for English dailies. “With its exceptional marketing initiatives and innovative content, The Telegraph has managed to quickly permeate through every sphere of Kolkata’s social fabric. It speaks the idiom of the city, cutting across all sections of readership,” observed Amitabh Sinha, VP, Rediffusion DY&R, Kolkata.

The Telegraph consolidated its leadership position by adopting a multi-dimensional brand strategy. To cater to the changing mindset of the reader, the daily has consistently brought in value-addition through changes in the look and feel of the product and introducing new launches. “Telegraph has a wonderful mix of content and interestingly, it has never taken any knee-jerk reaction in its presentation. It is very contemporary but never a light-hearted stuff, yet not too highbrow,” said DK Guha, Associate VP, Lowe, Kolkata, reasoning the daily’s success.

Industry professionals in the city still recall the impact of the ‘Unputdownable’ campaign – a Lintas creation dating way back in 1982. “The initial impetus was so strong that the momentum is still alive,” felt Guha.

On the value-addition aspects, a senior ABP official claimed, “We were the first to introduce such a wide spectrum of sub-brands catering to all possible avenues of general interest of the reader.” With ‘KnowHow’ – the Monday supplement on science and technology, ‘Jobs’ – an appointment pull-out on Tuesdays, Wednesday’s career counselling tabloid ‘Careergraph’, Thursday’s children special ‘TeleKids’, ‘Etc’ – the Friday feed of all about the filmdom and entertainment, Saturday’s ‘Weekend’ and the Sunday magazine ‘Graphiti’, The Telegraph aims to offer the consumer a sectionalised and modular complete family newspaper. All such sub-brands come along with the daily dose of city-section, ‘Metro’.

ABP re-launched the daily in August 2004 bringing in a changed look – reduced web-width, new eight-page colour Metro, a special Classified pull-out on Sundays and a new-look Graphiti. The media major lined up a Rs 1-crore ad budget for promoting the new-look Telegraph.

The ad campaign was divided between two agencies. Suhel Seth’s Equus handled the first phase – ‘With the new international-look Telegraph, you could be anywhere in the world.’ This was followed by the JWT campaign – ‘Live in the new international world of The Telegraph’. Earlier, the publication communicated on its leadership stand with successful campaigns like ‘I’m with the leader’ and ‘Spot the leader’.

The newspaper clinched three coveted international awards last year. The Newspaper Association of America awarded it with SNAP – making it the first non-US newspaper to win the title. IFRA, the world’s leading organisation for the publishing industry, inducted the daily into its International Newspaper Color Quality Club 2004-06. And, The World Association of Newspapers (WAN) awarded World Young Reader Prize 2004 to The Telegraph In School (a tabloid for children).

Tags

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
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD 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

Bharti-Airtel issued a statement claiming the apex court dismissed Jio’s petition granting Airtel a partial reprieve over its IPL advertising campaign

Hareesh Tibrewala explains how Block Chain technology can help monetize your digital footprint, as per your own rules, instead of a 3rd party doing it

Kavinder Singh talks about the brand’s advertising and marketing strategy and tells us how it has has played an integral role in the rise in its standalone net profit to Rs 38.55 crore