Tamil Murasu MEDIA KIT 2016
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 Wednesday 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 2015) TM (Mon-Sat) 34,000 12,200 TM (Sun) 43,000 17,200 Source: * Readership : Nielsen Media Index 2015 # Circulation : Jan Dec 2015
TM has more mature readers MEDIAN AGE IS 42 (National: 42) P15+ TM Readers Figures are in % 35 35 26 26 17 21 20 8 9 3 15-19 20-29 30-39 40-49 50+
Economically active 53% Female (Nat: 50%) 29% PMEBs (Nat: 30%) 59% Age 25-49 (Nat: 50%) $2,645 median personal income (Nat: $2,750) $4,136 median household income (Nat: $5,637) 49% tertiary educated (Nat: 43%) 38% HDB 5 room+ or private housing (Nat: 45%) 38 mins median reading time 76% 5-6 issues
INTERNET USAGE OF READERS* 68% access Internet daily Email 59 63 General surfing 32 49 Participate in social networking portal 56 61 Watch movie/tv/video 54 56 Gather product/service info 18 42 TM Readers P15+ Figures are in % *Past month; all platforms
Newspaper a key channel P15+ TM Readers Figures are in % 35 37 41 28 Mobile Phone Brand & Model Slimming Salons / Products
Receptive to advertising P15+ TM Readers Figures are in % 62 65 35 29 Advertising is the main way to learn about new products I have more trust in advertised products
BENEFITS TO ADVERTISERS
High usage of IDD calls 53 50 IDD providers used P15+ TM Readers Figures are in % 44 27 27 29 21 18 IDD Calls Past Month SINGTEL STARHUB M1
TM readers more holiday makers Pleasure Trips Past Year 3+ 9 12 TM Readers P15+ Figures are in % 2 15 21 1 26 38 Any 53 68
Psychographic profile TM readers are beauty conscious Wearing attractive clothing makes me feel confident 35 46 It's important to keep young looking 38 49 It's important to be attractive to the opposite sex 35 38 A designer label improves my image 21 31 TM Readers P15+ Figures are in %
Psychographic profile TM readers are health conscious I should do a lot more about my health 53 66 I make conscious effort to maintain a balanced diet 61 68 Exercising is an important part of my life 53 59 I pay close attention to my weight 56 56 I always check nutritional content of food 42 53 TM Readers P15+ Figures are in %
Psychographic profile Quality consumers I look for value for money 65 66 Willing to pay more for quality goods 53 60 I enjoy the fun of shopping 45 47 I make impulse purchases 19 32 TM Readers P15+ Figures are in %
CREATIVE OPTIONS
Creative shape Steps Diagonal Rectangles Odd Shape
Creative buy Insert (coupon) Newsletter
ADVERTISING RATES
Tamil Murasu (Mon-Fri) FC 1 Spot BW Ad Sizes Sizes (cm x col) Full Page $6,592 $3,592 $2,592 (54 x 6) Junior Page (37 x 5) $5,480 $2,480 $1,480 Full Junior ½ ¼ ½ Page $5,296 $2,296 $1,296 (27 x 6) ¼ Page $4,648 $1,648 $648 (27 x 3)
Tamil Murasu (Sat-Sun) FC 1 Spot BW Ad Sizes Sizes (cm x col) Full Page $7,240 $4,240 $3,240 (54 x 6) Junior Page (37 x 5) $5,850 $2,850 $1,850 Full Junior ½ ¼ ½ Page $5,620 $2,620 $1,620 (27 x 6) ¼ Page $4,810 $1,810 $810 (27 x 3)
APPENDIX
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % 15-19 yrs 318 7.6 1 2.9 20-29 yrs 692 16.5 3 8.8 30-39 yrs 874 20.9 9 26.5 40-49 yrs 832 19.9 9 26.5 50-59 yrs 736 17.6 6 17.7 60+ yrs 738 17.6 6 17.7 Median Age 42 42 AGE 28
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % Male 2,116 50.5 16 47.1 Female 2,074 49.5 18 52.9 Chinese 3,130 74.7 - - Malay 466 11.1 - - Indian 388 9.3 34 100.0 Others 206 4.9 - - GENDER RACE 29
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % OCCUPATION PMEBs 1,271 30.3 10 29.4 White Collar 640 15.3 4 11.8 Blue Collar 735 17.5 8 23.5 Students 469 11.2 1 2.9 Housewives 595 14.2 8 23.5 Retirees 275 6.6 1 2.9 Note: * Does not add up to 100% as some sub-categories are not listed
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % EDUCATION Primary & below 597 14.3 5 14.7 Some Secondary/Completed ITE/ITC/NTC 655 15.6 6 17.7 GCE N/O Level 893 21.3 6 17.7 GCE A/HSC 235 5.6 - - Tertiary (Poly/Uni/Postgrad) 1,807 43.1 17 50
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % DWELLING HDB 1-3 Room 853 20.4 7 20.6 HDB 4 Room 1,444 34.5 14 41.2 HDB 5 Room/Exec 1,146 27.4 8 23.5 Condo/Pte Apt 435 10.4 4 11.8 Landed 312 7.5 1 2.9 32
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % PERSONAL INCOME Below S$1,000 292 7.0 2 5.9 S$1,001 3,000 1,133 27.0 12 35.3 S$3,001 5,000 662 15.8 5 14.7 S$5,001 7,000 274 6.5 2 5.9 S$7,001 10,000 116 2.8 - - Above S$10,000 98 2.3 - - Median : S$2,750 S$2,645 Note: * Does not add up to 100% as some sub-categories are not listed
DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES ( 000) % ( 000) % HOUSEHOLD INCOME Below S$1,000 191 4.6 1 2.9 S$1,001 3,000 681 16.3 6 17.7 S$3,001 5,000 977 23.3 15 44.1 S$5,001 7,000 675 16.1 7 20.6 S$7,001 10,000 776 18.5 4 11.8 Above S$10,000 891 21.3 1 2.9 Median : S$5,637 S$4,136
PSYCHOGRAPHIC PROFILE PROFILE TYPES National population (%) TM Readers (%) Important to have financial plan for Retirement 84.5 85.3 I am more generous with family 69.9 76.5 I buy brands my children prefer 28.5 64.7 Exercising is an important part of my life 59.1 52.9 I should do a lot more about my health 66.3 52.9 I make conscious effort to maintain a balanced diet 61.0 67.7 I pay close attention to my weight 56.0 55.9 I always check nutritional content of food 41.5 52.9 Note: % of respective group
PSYCHOGRAPHIC PROFILE PROFILE TYPES National population (%) TM Readers (%) I look for value for money 66.2 64.7 Willing to pay more for quality goods 60.2 52.9 I enjoy the fun of shopping 44.5 47.1 I make impulse purchases 18.8 32.4 Advertising is the main way to learn about new products 61.9 64.7 I have more trust in advertised products 29.0 35.3 It's important to keep young looking 49.5 38.2 Wearing attractive clothing makes me feel confident It's important to be attractive to the opposite sex 45.6 35.3 35.3 38.2 A designer label improves my image 31.3 20.6 Note: % of respective group
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