Tamil Murasu MEDIA KIT 2013
CONTENTS o About Tamil Murasu o Facts & Figures: Readers Profile o Benefits to Advertisers o Creative Options o Advertising Rates o Appendix
ABOUT... TAMIL MURASU
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
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)
WEEKLY FEATURES DAY Monday Thursday Sunday EDITORIAL FEATURES 12-Page tabloid students educational supplement Youth Page for teens Lifestyle, short stories & cookery
FACTS & FIGURES... READERS PROFILE
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
TM has more mature readers MEDIAN AGE IS 46 (National: 42) National Figures are in % TM 40 34 30 17 13 13 21 21 8 2 15-19 20-29 30-39 40-49 50+ AGE Base : All people aged 15+ (National: 4,035,000, TM: 53,000) Source: Nielsen Media Index 2012
Economically active 55% Female (Nat: 50%) 23% PMEBs (Nat: 28%) 66% Age 25-49 (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
60% access Internet daily INTERNET USAGE OF READERS* Email General surfing Participate in social networking portal Watch movie/tv/video Gather company/research info 24 26 32 38 57 44 49 43 TM Readers Figures are in % 62 62 National *Past Month; all platforms Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012
Newspaper a key channel (% of base) 58 57 48 39 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
Receptive to advertising 64.9 77 (% of base) 29.1 40 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
BENEFITS TO ADVERTISERS
High usage of IDD calls 62 P15+ TM Readers (% of base) 37 42 IDD providers used 20 11 13 5 6 2 2 1 0 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);
TM readers more holiday makers 2 3+ TM Readers 10 National (% of base) 2 14 Pleasure Trips Past Year 25 1 23 28 Any 48 57 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);
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 31 42 49 51 51 58 70 70 Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 TM Readers National Figures are in %
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 43 53 67 66 65 66 61 62 60 83 Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 TM Readers National Figures are in %
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 23 40 48 51 60 71 70 79 Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 TM Readers National
CREATIVE OPTIONS
Creative shape Steps Diagonal Rectangles Odd Shape
Creative buy Insert (coupon) Newsletter
ADVERTISING RATES
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)
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)
APPENDIX
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % AGE 15-19 yrs 323 8.0 1 1.9 20-29 yrs 670 16.6 7 13.2 30-39 yrs 831 20.6 7 13.2 40-49 yrs 836 20.7 21 39.6 50-59 yrs 689 17.1 5 9.4 60+ yrs 686 17.0 11 20.8 Median Age 42 46 Source: Nielson Media Index 2012 28
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % GENDER Male 2,033 50.4 25 47.2 Female 2,002 49.6 29 54.7 RACE Chinese 3,025 75.0 - - Malay 439 10.9 - - Indian 368 9.1 53 100.0 Others 203 5.0 - - Source: Nielson Media Index 2012 29
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % OCCUPATION PMEBs 1,137 28.2 12 22.6 White Collar 603 14.9 7 13.2 Blue Collar 752 18.6 9 17.0 Students 447 11.1 1 1.9 Housewives 673 16.7 16 30.2 Retirees 257 6.4 5 9.4 Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some subcategories are not listed
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % Primary & below 663 16.4 6 11.3 Some Secondary/Completed ITE/ITC/NTC EDUCATION 612 15.2 7 13.2 GCE N/O Level 933 23.1 15 28.3 GCE A/HSC 237 5.9 2 3.8 Tertiary (Poly/Uni/Postgrad) 1,586 39.3 24 45.3 Source: Nielson Media Index 2012
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % DWELLING HDB 1-3 Room 812 20.1 12 22.6 HDB 4 Room 1,444 35.8 18 34.0 HDB 5 Room/Exec 1,001 24.8 17 32.1 Condo/Pte Apt 430 10.7 7 13.2 Landed 348 8.6 1 1.9 Source: Nielson Media Index 2012 32
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % PERSONAL INCOME Below S$1,000 323 8.0 6 11.3 S$1,001 3,000 1,108 27.5 13 24.5 S$3,001 5,000 540 13.4 6 11.3 S$5,001 7,000 216 5.4 1 1.9 S$7,001 10,000 101 2.5 - - Above S$10,000 86 2.1 1 1.9 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
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % HOUSEHOLD INCOME Below S$1,000 184 4.6 3 5.7 S$1,001 3,000 892 22.1 16 30.2 S$3,001 5,000 960 23.8 13 24.5 S$5,001 7,000 584 14.5 9 17.0 S$7,001 10,000 685 17.0 9 17.0 Above S$10,000 729 18.1 4 7.5 Median : S$4,820 S$4,068 Source: Nielson Media Index 2012
PSYCHOGRAPHIC PROFILE PROFILE TYPES National population (%) BH Readers (%) Important to have financial plan for Retirement 84.81 86.79 I am more generous with Family 68.10 77.36 I buy brands my children prefer 20.84 47.17 Exercising is an important part of my life 61.41 66.04 I should do a lot more about my health 67.01 83.02 I make conscious effort to maintain a balanced diet 64.71 66.04 I pay close attention to my weight 60.12 62.26 I always check nutritional content of food 42.85 52.83 Note: % of respective group Source: Nielson Media Index 2012
PSYCHOGRAPHIC PROFILE PROFILE TYPES National population (%) BH Readers (%) I look for value for money 70.66 79.25 Willing to pay more for quality goods 59.83 69.81 I enjoy the fun of shopping 47.86 50.94 I make impulse purchases 22.68 39.62 Advertising is the main way to learn about new products 64.93 77.36 I have more trust in advertised products 29.10 39.62 It's important to keep young looking 58.14 69.81 Wearing attractive clothing makes me feel confident 50.56 69.81 It's important to be attractive to the opposite sex 41.54 50.94 A designer label improves my image 31.15 49.06 Note: % of respective group Source: Nielson Media Index 2012
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