Tamil Murasu MEDIA KIT 2013
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1 Tamil Murasu MEDIA KIT 2013
2
3 CONTENTS o About Tamil Murasu o Facts & Figures: Readers Profile o Benefits to Advertisers o Creative Options o Advertising Rates o Appendix
4 ABOUT... TAMIL MURASU
5 OVERVIEW Tamil Murasu keeps readers, both local and expatriate Indians, informed of the latest within the Indian community and the world. EDITORIAL POSITIONING Daily dose of something for everyone, from students to parents to working professional Besides being a key channel for updates from India and South Asia, Tamil Murasu serves the local community well by: Providing Local and India breaking news Being a study guide to Tamil language students Readers follow keenly news on sports (eg. cricket and EPL) and entertainment news from Kollywood
6 EDITORIAL MAIN PAPER Singapore News South Asia News World News Sports Horoscope page Cinema & Kollywood news Examination tips and assessment papers for students Lifestyle (health, tech, legal column, travel)
7 WEEKLY FEATURES DAY Monday Thursday Sunday EDITORIAL FEATURES 12-Page tabloid students educational supplement Youth Page for teens Lifestyle, short stories & cookery
8 FACTS & FIGURES... READERS PROFILE
9 READERSHIP & CIRCULATION Readership* (All people aged 15+) Circulation (Avg 2012) TM (Mon-Sat) 53,000 15,400 TM (Sun) 69,000 21,500 * Source: Nielsen Media Index 2012
10 TM has more mature readers MEDIAN AGE IS 46 (National: 42) National Figures are in % TM AGE Base : All people aged 15+ (National: 4,035,000, TM: 53,000) Source: Nielsen Media Index 2012
11 Economically active 55% Female (Nat: 50%) 23% PMEBs (Nat: 28%) 66% Age (Nat: 50%) 45% tertiary educated (Nat: 39%) $1,882 median personal income (Nat: $2,440) $4,068 median household income (Nat: $4,820) 47% HDB 5 room + or private housing (Nat: 44%) 26 mins median reading time 85% 5-6 issues Base : All people aged 15+ (National: 4,035,000, TM: 53,000) Source: Nielsen Media Index 2012
12 60% access Internet daily INTERNET USAGE OF READERS* General surfing Participate in social networking portal Watch movie/tv/video Gather company/research info TM Readers Figures are in % National *Past Month; all platforms Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012
13 Newspaper a key channel (% of base) Mobile phone brand & model Pop 15+ TM Readers Slimming Salons / Products Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat) Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index / Consumer Insights 2012
14 Receptive to advertising (% of base) Advertising is the main way to learn about new products I have more trust in advertised products Pop 15+ TM Readers Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat) Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index / Consumer Insights 2012
15 BENEFITS TO ADVERTISERS
16 High usage of IDD calls 62 P15+ TM Readers (% of base) IDD providers used IDD Calls Past Month Base: Tamil Murasu yesterday readers (Weekday) Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index 2012 SINGTEL STARHUB M1 PHOENIX COMMS SUNPAGE Estimated Readers base: 53,000 (Mon-Sat);
17 TM readers more holiday makers 2 3+ TM Readers 10 National (% of base) 2 14 Pleasure Trips Past Year Any Base: Tamil Murasu yesterday readers (Weekday) Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index 2012 Estimated Readers base: 53,000 (Mon-Sat);
18 TM readers are beauty conscious Psychographic profile Wearing attractive clothing makes me feel confident It's important to keep young looking It's important to be attractive to the opposite sex A designer label improves my image Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 TM Readers National Figures are in %
19 TM readers are health conscious Psychographic profile I should do a lot more about my health I make conscious effort to maintain a balanced diet Exercising is an important part of my life I pay close attention to my weight I always check nutritional content of food Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 TM Readers National Figures are in %
20 Quality consumers Psychographic profile I look for value for money Willing to pay more for quality goods I enjoy the fun of shopping I make impulse purchases Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 TM Readers National
21 CREATIVE OPTIONS
22 Creative shape Steps Diagonal Rectangles Odd Shape
23 Creative buy Insert (coupon) Newsletter
24 ADVERTISING RATES
25 Tamil Murasu (Mon-Sat) Ad Sizes FC 1 Spot BW Sizes (cm x col) Full Page $6,592 $3,592 $2,592 (54 X 8) Junior Page $5,332 $2,332 $1,332 (37 X 6) Full Junior ½ ¼ ½ Page $5,296 $2,296 $1,296 (27 X 8) ¼ Page $4,648 $1,648 $648 (27 X 4)
26 Tamil Murasu (Sun) Ad Sizes FC 1 Spot BW Sizes (cm x col) Full Page $7,240 $4,240 $3,240 (54 X 8) Junior Page $5,665 $2,665 $1,665 (37 X 6) Full Junior ½ ¼ ½ Page $5,620 $2,620 $1,620 (27 X 8) ¼ Page $4,810 $1,810 $810 (27 X 4)
27 APPENDIX
28 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % AGE yrs yrs yrs yrs yrs yrs Median Age Source: Nielson Media Index
29 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % GENDER Male 2, Female 2, RACE Chinese 3, Malay Indian Others Source: Nielson Media Index
30 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % OCCUPATION PMEBs 1, White Collar Blue Collar Students Housewives Retirees Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some subcategories are not listed
31 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % Primary & below Some Secondary/Completed ITE/ITC/NTC EDUCATION GCE N/O Level GCE A/HSC Tertiary (Poly/Uni/Postgrad) 1, Source: Nielson Media Index 2012
32 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % DWELLING HDB 1-3 Room HDB 4 Room 1, HDB 5 Room/Exec 1, Condo/Pte Apt Landed Source: Nielson Media Index
33 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % PERSONAL INCOME Below S$1, S$1,001 3,000 1, S$3,001 5, S$5,001 7, S$7,001 10, Above S$10, Median : S$2,440 S$1,882 Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some subcategories are not listed
34 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % HOUSEHOLD INCOME Below S$1, S$1,001 3, S$3,001 5, S$5,001 7, S$7,001 10, Above S$10, Median : S$4,820 S$4,068 Source: Nielson Media Index 2012
35 PSYCHOGRAPHIC PROFILE PROFILE TYPES National population (%) BH Readers (%) Important to have financial plan for Retirement I am more generous with Family I buy brands my children prefer Exercising is an important part of my life I should do a lot more about my health I make conscious effort to maintain a balanced diet I pay close attention to my weight I always check nutritional content of food Note: % of respective group Source: Nielson Media Index 2012
36 PSYCHOGRAPHIC PROFILE PROFILE TYPES National population (%) BH Readers (%) I look for value for money Willing to pay more for quality goods I enjoy the fun of shopping I make impulse purchases Advertising is the main way to learn about new products I have more trust in advertised products It's important to keep young looking Wearing attractive clothing makes me feel confident It's important to be attractive to the opposite sex A designer label improves my image Note: % of respective group Source: Nielson Media Index 2012
37 THANK YOU
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