Top Story

e4m_logo.png

Home >> Media – Print >> Article

Tehelka relaunched nationally as weekly magazine

11-September-2007
Font Size   16
Tehelka relaunched nationally as weekly magazine

Tehelka, the investigative tabloid-sized newspaper, has been relaunched as a weekly magazine. The price has been hiked to Rs 20, but it would be available at an invitation price of Rs 10 for some time. The reason for the change in format is to increase “shelf life”, said Tarun Tejpal, Editor-in-Chief, Tehelka.

“There is a dissonance between the format and the content of Tehelka as was suggested by readers’ feedback. There is a change in the look and design, but the DNA of the content remains the same as we are committed to it. The new format is getting tremendous response. We are getting good response from all over the country, and we adding 190 subscribers daily from Mumbai, Delhi and Bangalore alone,” said Tejpal.

“We do serious journalism, break news first very frequently, and people need time to read the content. The new format is handier and shorter in length and we expect it to have longer shelf life,” he added.

Speaking on the marketing strategy, Tejpal said, “As from the marketing point of view, we felt that the newspaper didn’t get the deserved space in newsstands for display. Readers treated it like a daily and not like a weekly. On the advertisers’ side, we received the feedback that the tabloid was not the kind of space befitting them. Now we have changed according to the feedback and are getting good response from the advertisers as well,” added Tejpal.

Commenting on the need for promotional activities and media campaign, Tejpal said that no media campaign would be undertaken. “Our journalistic works would speak for itself, and the other reason largely is that we have limited resources. We have two choices: either to promote the magazine or do good journalistic stories. We would prefer to go for the latter,” he said.

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

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds