tabla! Media Kit 2012

Transcription

1 tabla! Media Kit 2012

2 2

3 3 About tabla! Key facts & figures Distribution strategy Benefits to advertisers Testimonials Media investment

4 4 What is tabla!? A weekly English-language freesheet Tabloid size Available on Friday mornings

5 5 Target Readers High net worth Indian expatriates Indian Singaporeans Anyone interested in news and information on India

6 6 Editorial Content News from India Political, economic, stock market, property, business Singapore news Education, housing, transport, shopping, dining, business Entertainment Bollywood & Kollywood news, fashion Relax Movies, horoscope, puzzles, reviews Sports Cricket, tennis, F1, golf

7 7 Lifestyle and Entertainment A guide to the happenings in the Indian community Lifestyle and Entertainment Features Education Food Fashion Bollywood Kollywood Shopping Health

8 tabla! s Unique Selling Propositions (USPs) It is commonly perceived that for news on India, the websites of Indian newspapers are more comprehensive than tabla!. This is true to a large extent but tabla! is different. So what are the USPs of tabla!? 1. tabla! is not meant for people who only want news from India. It is aimed at Indian expatriates and Singaporean Indians who want not only news on India but also local news on issues and developments which impact the lives of those who work and live here. 2. It has many exclusive news, features and entertainment stories from India. 8

9 tabla! s Unique Selling Propositions (USPs) 3. It is the only newspaper that zooms in, with high regularity, on the Indian community in Singapore. For instance, it covers events held by Indian groups explores trends like expatriate housewives starting their own businesses from home works closely with SINDA and SICCI, to highlight work done in the community, and the achievements of the Indian businesses here 4. Exclusive column from the three main Indian international schools here. 5. Food reviews of Indian restaurants in Singapore 6. Extensive cricket coverage, with weekly column by Harsha Bhogle, the world s most highly-rated TV cricket commentator 9

10 Exclusive feature articles from India 10

11 Exclusive feature articles from India (Entertainment) 11

12 Extensive coverage of the Indian community in Singapore. 12

13 Exclusive column from the three main Indian international schools here. 13

14 Food reviews of restaurants in Singapore. 14

15 15 Cricket coverage weekly column by Harsha Bhogle, the world s most highly-rated TV cricket commentator.

16 16 About tabla! Key facts & figures Distribution strategy Benefits to advertisers Testimonials Media investment

17 17 Readers Demography 66% are aged % are PMEBs (National: 28%) 1% 12% 25% 29% 13% 20% & above Professional Snr Mgmt Mid Mgmt Executive Bizman/ Self-employed Other white collar Technical/ Blue collar Housewife Student Retiree 16% 8% 19% 11% 10% 8% 5% 14% 3% 5% Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers Survey 2012 by SPH RAPD

18 18 Readers Demography 64% have received tertiary education (National: 23%) 80% live in HDB 4rm+ or private housing "A" Level or below 17% 44% Diploma Graduate 17% 32% 20% 25% Postgraduate 32% 7% 4% 1% Others 1% HDB (1-3) Room HDB 4/5 Room Executive/ HUDC Pte Appt/ Condo Landed Others Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers Survey 2012 by SPH RAPD

19 19 Readers Demography tabla! readers are affluent Median Personal Income: $4,777 (National median: $2,465) Median Household Income: $6,964 (National median: $4,636) 34% 27% 28% 29% 22% 18% 18% 13% 9% 2% < S$1,000 S$1,000-2,999 S$3,000-5,999 S$6,000-9,999 S$10,000+ < S$1,000 S$1,000-2,999 S$3,000-5,999 S$6,000-9,999 S$10,000+ Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers Survey 2012 by SPH RAPD

20 Readers Profile Highly-coveted. An advertisers dream. Young Highly-educated Employed in high-level jobs Affluent, with high disposable income Live in upmarket dwelling types 20

21 21 Reading Habits Good reader engagement 87% of readers spend at least 15 minutes reading tabla! The median reading time is 27 minutes 87% 1.6% 11% 44% 43% Less than 10 minutes minutes minutes 30 minutes or longer Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers Survey 2012 by SPH RAPD

22 22 About tabla! Key facts & figures Distribution strategy Benefits to advertisers Testimonials Media investment

23 tabla s Distribution Distribution points o o o o o o o Convenience stores (7-11/Shell) island-wide Companies and banks with high number of Indian employees Restaurants Condos with a high population of Indian residents Indian expatriate schools Sports and Recreation clubs Airlines, lounges at Changi Airport Home delivery $24 for 52 issues 23

24 24 Distribution Overview Total Print 30,000 Labelled Copies Households (targeted condominiums) 5,700 Distribution Points Convenience Stores (7-11/Shell) 10,200 Airlines & Airport Lounges 1,400 Restaurants 2,200 Offices & Banks 6,200 Associations & Clubs 1,100 Educational Institutions 3,200

25 25 About tabla! Key facts & figures Distribution strategy Benefits to advertisers Testimonials Media investment

26 26 What s in it for YOU? Advertiser-friendly platform Quality readers, with high spending power Product already scored high with focus groups & high net worth individuals Open to the most challenging creative options

27 More than half of readers respond to ads on tabla! and many of them visit the store or even buy the product Actions Triggered by Advertising Visited the shop / retailer Referred the ad to someone Discussed it with someone Bought the product/service Contacted the advertiser for more info Attended the event* *Events: roadshow, seminar, exhibition etc Recommended it to someone 60% 57% 53% 52% 48% 42% 41% Base: Readers who ever responded to ads in tabla! (N=281) Source: tabla! Readers Survey 2012 by SPH RAPD

28 28 For Banking Industry: DBS/POSB are popular among tabla! readers with 88% using its services. Other banks popular with this audience include OCBC (34%), Citibank (29%), and HSBC (13%). Banks currently being used DBS/POSB 88% OCBC Citibank 29% 34% HSBC State Bank of India ANZ Bank UOB Standard Chartered The Royal Bank of Others 13% 11% 9% 8% 5% 1.4% 8% Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers Survey 2012 by SPH RAPD

29 29 For Credit Card segment: Credit card ownership is high (83%). Most readers holds credit cards issued by the banks they use. Top is DBS/POSB (67%), followed by Citibank (46%) and OCBC (36%). No. of Credit Cards owned Issuing Banks of credit cards owned Top 5 6 or more: 14% DBS/POSB 67% 4 5: 16% Citibank 46% 2-3: 36% 1: 18% None: 17% OCBC Standard Chartered HSBC 27% 26% 36% Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers Survey 2012 by SPH RAPD Base: Readers who have credit cards (N=422) Source: tabla! Readers Survey 2012 by SPH RAPD

30 30 For Investment: 4 out of 10 tabla! readers invest in Stocks/Shares or Property. Choice of Investment Stocks / Shares Property 36% 40% Unit Trust / Mutual Funds 29% Bonds / Securities Foreign Currency 15% 14% Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers Survey 2012 by SPH RAPD

31 31 For Retail Industry: FairPrice is the most frequently visited (86%) supermarket by tabla! readers. Grocery shopping NTUC Fairprice Mustafa 67% 86% Giant Cold Storage Shop N Save Market Place Carrefour Sheng Siong Others 33% 33% 32% 20% 11% 3% 6% Base: Readers who go grocery shopping, n=507) Source: tabla! Readers Survey 2012 by SPH RAPD

32 32 For Retail Industry: 87% of readers shopped at Dept Stores. Visitorship to Pharmacies is also high at 51%. Dept Stores Outlets shopped Past Month 87% National 41% Pharmacies 51% 17% Elec & Furniture Stores 44% 5% Book Stores 37% 14% Fashion Boutiques 26% 11% Telecom Shops 19% NA Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers Survey 2012 by SPH RAPD

33 33 For Travel Industry: International trips are popular among tabla! readers; 91% have made leisure trips in the last 12 months. Jet Airways is the most preferred airline (36%), followed by Singapore Airlines (30%). Airlines preferred No. of leisure trips by air made in last 12 months J S 30% 35% 6 or more: 3% 3 5: 27% T S A 7% 8% 11% 1 2: 61% A 3% None: 9% I 2% O 3% Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers Survey 2012 by SPH RAPD N 0.2% Base: Readers who make air travels (N=506) Source: tabla! Readers Survey 2012 by SPH RAPD

34 34 For Telecom Industry: 93% of tabla readers own mobile phones. Among them, most choose Nokia (50%) and Apple (44%). Brands of mobile phone(s) owned Nokia 50% Apple 44% Samsung 28% Sony / Sony Ericsson Blackberry HTC LG Motorola Others 13% 12% 8% 6% 5% 0.4% Base: Readers who own mobile phones (N=498) Source: tabla! Readers Survey 2012 by SPH RAPD

35 35 For Car market: 34% of tabla readers own a car. Among them, most choose Toyota (33%), Nissan (17%) and Honda (15%) Car Ownership No, 66% Yes, 34% Base: Current readers (N=511) Source: tabla! Readers Survey 2012 by SPH RAPD Top 10 Brand of Cars owned Toyota Nissan Honda Hyundai BMW Mercedes Benz Mazda Subaru Kia Mitsubishi 7% 7% 6% 5% 4% 4% 17% 15% 13% Base: Readers who own a car (N=175) Source: tabla! Readers Survey 2012 by SPH RAPD 33%

36 36 Ready buyers: Top 3 items tabla readers intend to buy in the next 6 months are Mobile Phone, Tablet and Property. Intention to buy (next 6 months) Mobile Phone Mobile Tablet Property Desktop/Laptop Digital Camera Car Gym/Club membership Spa Package MP3 Player/iPod Others 10% 9% 6% 4% 2% 16% 14% 21% 28% 26% Base: Current readers (N=511) Source: tabla! Readers Survey 2012 by SPH RAPD

37 Creative Options (Wrap) 37

38 38 About tabla! Key facts & figures Distribution strategy Benefits to advertisers Testimonials from readers Media investment

39 39 About tabla! Key facts & figures Distribution strategy Benefits to advertisers Testimonials Media investment

40 40 Base Rate (per column cm) $7.60 Specified Positions / Creative Buys Specified Section/Page 10% Odd Shape 25% Odd Size 25% Solus Position Creative Buy Fixed Rates 60% of page cost or actual size, whichever is higher 70% of page cost or actual size, whichever is higher Front Page (8cm x 6col) $2,700 Sponsored Copy $22,000 Colour Surcharge Full-Colour $2,000 2-Spot $1,200 1-Spot $1,000 Premiums Page 2 20% Page 3 / Page 5 30% Page 7 / Page 9 20% Page 4 / Page 6 10% News Right 10% Centrespread 20% Back Page 50%