Setting a new landmark in print

Transcription

1 Setting a new landmark in print 1

2 Key messages ABP is the foremost media group in India with a diverse mix of media assets We launched a youth-focused tabloid newspaper Ebela amidst a significant declining trend in language newspaper readership Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story These factors have resulted in immense success for Ebela in terms of circulation, readership and advertising revenues 2"

3 Key messages ABP is the foremost media group in India with a diverse mix of media assets We launched a youth-focused tabloid newspaper Ebela amidst a significant declining trend in language newspaper readership Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story These factors have resulted in immense success for Ebela in terms of circulation, readership and advertising revenues 3"

4 ABP a leading multimedia group Dailies Television Channel Radio Bengali magazine English magazine Training Institute Digital Publishing 4

5 ABP is foremost in terms of reach amongst newspaper groups in India *"Print"and"TV"news" Source : TAM (industry accepted Nielsen research), Indian Readership Survey 5

6 Pan-India presence Total"reach"of" Print"and"TV"news"in"million" NORTH:'14.1' EAST:'17.5' WEST:'27.1' SOUTH:'1.5' Source : TAM (industry accepted Nielsen research), Indian Readership Survey

7 Massive multimedia reach Media'asset BENGALI""DAILIES ENGLISH""DAILY TELEVISION""NEWS""CHANNELS Print"and"TV"news"total BENGALI""MAGAZINES RADIO WEBSITE FACEBOOK Reach 6.3"million"readership"per"day 1.3"million"lac"readership"per"day 52.6"million"viewers"per"week 60.2"million 2.0"million"readership"every"issue 3.1"million"listenership"per"week 3.5"million"hits"per"month 400,000"Likes"and"10"million"reach Source : TAM (industry accepted Nielsen research), Indian Readership Survey, websites 7

8 TV network the national leader Source : TAM (industry accepted Nielsen research) 8

9 The flagship Anandabazar Patrika - a dominant leader Dominant leadership position of our flagship Bengali daily Anandabazar Patrika Source : Audit Bureau of Circulation, internal estimates 9

10 Key messages ABP is the foremost media group in India with a diverse mix of media assets We launched a youth-focused tabloid newspaper Ebela amidst a significant declining trend in language newspaper readership Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story These factors have resulted in immense success for Ebela in terms of circulation, readership and advertising revenues 10

11 Low Bengali newspaper readership amongst youth Share'of'populaDon'who'read'Bengali'newspapers'(amongst' those'who'can'read''bengali)' ' 19%' 25%' 11%' 12V22"Yrs" 23V45"Yrs" 46+"Yrs" Source :Indian Readership Survey, Q "

12 Declining trend in Bengali newspaper readership Source :Indian Readership Survey 12"

13 In this context Ebela was launched, targeting the youth Launched on 17 th September 2012 The first Bengali daily from the ABP group after the launch of the flagship Anandabazar Patrika 91 years back Launched in the city of Calcutta 13

14 Ebela launched in record time Time*taken*to*launch*a*newspaper Typical(time(taken globally Time(taken(for(Ebela 14

15 Key messages ABP is the foremost media group in India with a diverse mix of media assets We launched a youth-focused tabloid newspaper Ebela amidst a significant declining trend in language newspaper readership Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story These factors have resulted in immense success for Ebela in terms of circulation, readership and advertising revenues 15"

16 Important consumer insights through market research 200 reader interviews Newspapers are inconvenient to carry and read on the go; and who has got the time to read so much? Newspapers are so boring! So much text! This age is of visuals 1000 people sampled in market research I am tired of reading only about politics; aren t there other topics to cover? I get free news on the internet; why would I buy a newspaper unless the price is attractive? 10 different brands benchmarked Newspapers are old ; how can you ever market a newspaper to a youngster? 16

17 Consumer insights leading to 5 key success factors Newspapers are inconvenient to carry and read on the go; and who has got the time to read so much? 1 Convenient and smart tabloid format 17

18 Convenient and smart tabloid format Traditional, boring broadsheet format New, exciting tabloid format 18

19 News in brief for a quick read news capsules every day 19

20 Consumer insights leading to 5 key success factors Newspapers are inconvenient to carry and read on the go; and who has got the time to read so much? 1 Convenient and smart tabloid format I am tired of reading only about politics in newspapers; aren t there other topics to cover? 2 Wide variety of content 20

21 Wide variety of content International 8-10 pages of International news 21

22 Wide variety of content Sports 8 pages of Sports 22

23 Wide variety of content - Entertainment 12 pages of entertainment pull out 23

24 Wide variety of content Graphic novels 3 graphic novels 24

25 Wide variety of content Celebrity connect Celebrity interviews 25

26 Wide variety of content Exclusive stories Breaking sensational news 26

27 Wide variety of content Culture and Literature Culture and literature in Sunday special 27

28 Consumer insights leading to 5 key success factors Newspapers are inconvenient to carry and read on the go; and who has got the time to read so much? 1 Convenient and smart tabloid format I am tired of reading only about politics in newspapers; aren t there other topics to cover? 2 Wide variety of content Newspapers are so boring! So much text! This age is of visuals 3 Colourful and attractive visual presentation 28

29 Colourful and attractive visual presentation 29

30 Consumer insights leading to 5 key success factors Newspapers are inconvenient to carry and read on the go; and who has got the time to read so much? 1 Convenient and smart tabloid format I am tired of reading only about politics in newspapers; aren t there other topics to cover? 2 Wide variety of content Newspapers are so boring! So much text! This age is of visuals 3 Colourful and attractive visual presentation I get free news on the internet; why would I buy a newspaper unless the price is attractive? 4 Value-for-money price point 30

31 Value-for-money price point Pages"per"Rupee" EBELA'at' cover' price' EI'SAMAY' BARTAMAN' KHABAR'' 365'DIN'' ANANDABAZAR' PATRIKA' AAJKAL' PRATIDIN' Price"(Rs)"

32 Value-for-money price point EBELA' 'with'an'axracdve' subscripdon'scheme''' Pages"per"Rupee" EI'SAMAY' BARTAMAN' KHABAR'' 365'DIN'' ANANDABAZAR' PATRIKA' AAJKAL' PRATIDIN' Price"(Rs)"

33 Consumer insights leading to 5 key success factors Newspapers are inconvenient to carry and read on the go; and who has got the time to read so much? 1 Convenient and smart tabloid format I am tired of reading only about politics in newspapers; aren t there other topics to cover? 2 Wide variety of content Newspapers are so boring! So much text! This age is of visuals 3 Colourful and attractive visual presentation I get free news on the internet; why would I buy a newspaper unless the price is attractive? 4 Value-for-money price point Newspapers are old ; how can you ever market a newspaper to a youngster? 5 Innovative youthful marketing campaign 33

34 Innovative, youthful marketing campaign video 34

35 Recap 5 key success factors Convenient and smart tabloid format Wide variety of content Colourful and attractive visual presentation Value-for-money price point Innovative youthful marketing campaign 35

36 Key messages ABP is the foremost media group in India with a diverse mix of media assets We launched a youth-focused tabloid newspaper Ebela amidst a significant declining trend in language newspaper readership Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story These factors have resulted in immense success for Ebela in terms of circulation, readership and advertising revenues 36"

37 Ebela already the 2 nd largest Bengali daily in Calcutta in no time Rank Bengali Newspaper Calcutta circulation Duration in play 1 Anandabazar Patrika [ABP Group s Bengali daily] 7,04, years 2 3,03,000* 10 weeks 3 Bartaman [Competitive brand] 2,12, years 4 Sangbad Pratidin [Competitive brand] 1,31, years 5 Aajkal [Competitive brand] 67, years Source : ABC Jul-Dec 2012 :: *Certified by Deloitte, Haskins & Sells, Period Nov

38 Strong youth readership 30% of EBELA readers are below 30 years of age; average for all other Bengali newspapers is 20% Source : Research study by IMRB India (a part of WPP group) 38

39 Youth engagement evident through Ebela s Facebook popularity 150,000 Likes on Facebook Reach of over 5 million 39

40 Strong independent readership base 56% of EBELA readers are non duplicated with Anandabazar Patrika Source : Research study by IMRB India (a part of WPP group) 40

41 Value for money appreciated by renowned brands By advertising in EBELA along with Anandabazar Patrika, advertisers get 18% additional reach at a nominal cost Source : Research study by IMRB India (a part of WPP group) 41

42 Feedback from readers and advertisers - video 42

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