The Times Of India
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The Times of India
The highest selling and most widely
read English language morning daily
broadsheet in the world
December 2006 Think India, Think Times
The Times Of India
2
India
A trillion dollar economy – the world’s 5th largest.
The world’s 4th largest economy in terms of Purchasing
Power Parity (PPP).
Second largest source of skilled, technical and scientific
THE
manpower worldwide.
ADVANTAGE
India has emerged overtaken the US and is now the
world’s second most attractive FDI destination.
India - Top among world’s emerging markets
Source – Economic Times Intelligence
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India
Liberalized, market economy
Foreign equity participation allowed in major
THE
industries/sectors
EMERGING
PRIME MARKET Technology transfer permitted
Relaxation of rules for branches of foreign companies
Foreign brand names and trademarks permitted
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India
109 million literate population
A 300 million strong consuming class
THE REACH more than the entire US population
Three times more English speaking people than in
the U.K.
22 million graduates
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The Indian Media Scene
706 publications listed with the INS, of which 57% are dailies (Indian
Newspaper Society 2005-2006)
Television now reaches 110 mn Indian homes (NRS 2006) and
reflects a growth of 28% since 1999 (81.6mn homes).
Access to C&S homes jumped from 29mn in 1999 to 40mn in 2002 -
a 31% growth rate, more than twice the growth of the Television
market . According to NRS 2006 the number of C&S homes is 68mn.
A trend towards niche content catering to specific audiences.
With the consumer being faced with more options than ever before,
timeshare per medium is under pressure.
Source: http://www.auditbureau.org/nri/highl.htm
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Total Ad Spend in India in 2005: US $ 3001 Million
Press
(47%)
$ 1416 m
TV/Cable/
Video / Satellite
OutDoor
(40%) INTERNET
(6.8%) Radio
$ 1209m (0.7%)
$206m (1.9%)
Cinema $ 23m
$ 59m
(2.9%)
$ 88 mn
Press clearly continues to dominate the Indian media scene
Source: TAM ADEX - 2006
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Growth of Ad Spend in India 2002 - 2005
1600
1400 1416
1200 1218 1209
1062 1086 TV
1000 983 961 Press
USD Million
873 Radio
800
Cinema
600 OOH
Internet
400
189 206
154 176
200
73 74 83 88
33 40 49 59
0 8 13 23
6
2002 2003 2004 2005
Print continues to dominate the Indian Media landscape
Source: TAM ADEX - 2006
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Print Ad Spend Shares in India
Magazine 11%
Dailies 89%
E
n BCCL E
g Eng n
BCCL Other English Daily
D Publication Groups
Mag g
Eng Dailies 10%
l 49%
y 51% M
s a
g
49%
L 72%
a
n L
Other Language a
D Daily Publication n
l Groups
y M
s 97% a
g
51%
BCCL Lang Dailies
28 %
3%
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Think India,
Think Times!
December 2006
The Times Of India
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Why The Times of India?
A 169-year old brand, established in 1838
The flagship brand of The Times Group, the nation’s leading media
house
World’s largest circulated English broadsheet daily with a
circulation of 3.230 million copies (ABC July-Dec, 2006)
India’s true national daily: Published from 13 cities across India.
A total readership of more than 7.5 million all over India (National
Readership Survey,2006)
The TOI has been selected as one of the world’s six greatest
newspapers by the BBC
www.timesofindia.com
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TOI – World’s largest Broadsheet English
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Daily (Circulation)
Broadsheet English Daily (Weekday) - Circulation 2006
3000
2439
2500 2223 All figures in '000
2084
2000
1500 1126 1108 1047
907 843
1000 698 679
500
0
TOI - India
HT - India
NYT - US
WSJ - US
Daily Telegraph - UK
LA Times - US
Hindu - India
USA Today - US
Washington Post - US
NY Daily News - US
Source: World Press Trends 2006 (World Association of Newspapers)
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TOI – World’s largest English Broadsheet
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Daily (Readership)
Broadsheet English Daily (Weekday) - Readership 2006
7502
8000 6980 All figures in '000
7000 5242
6000 5065
5000 4064 3857
4000 2832
2274 2142 2081
3000
2000
1000
0
TOI - India
HT - India
Hindu - India
WSJ - US
NY Post - US
NYT - US
LA Times - US
Daily Telegraph - UK
USA Today - US
NY Daily News - US
Source: India (NRS 06), UK (NRS – Oct 05-Mar 06), US – (NAA/ABC Apr 05-Mar 06)
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THE TIMES OF INDIA 13
CIRCULATION BY EDITION
Total Circulation 3,230,398
*Delhi
1,131,999
Lucknow
105,854
Delhi
Surat
907,916*
22,000
Ahmedabad Kanpur
Lucknow *Kolkata (Calcutta)
161,762 49,000
75,020 308,067
*Mumbai (Bombay) Patna 35,179
595,456 Nagpur
Pune Hyderabad Kolkatta (Calcutta)
22000
213,012
Pune 166,516 155,121
Bangalore
136,814
421,115
HyderabadMysore 19,454
Mangalore
80,014 centre wef 15.09.04]
Mangalore
[new
Bangalore 13,154
319,984
Mangalore – new centre
Source: Audit Bureau of Circulations, July-Dec 2006.
* Mumbai – July-Dec2005
Surat, Nagpur & Kanpur are new editions of TOI - w.e.f. 2006. Hence not yet registered with ABC. Print orders are shown.
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Mapping The TOI
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Education Times
.com Support Brands
Classifieds. Times Life!
Strategic Brand
Times Property
TOI
Col /B/W Nucleus Brand
Ascent Local Supplements
(Recruitment
Indian & Overseas) Bombay Times,Delhi Times etc
Pluses Connect Nodes
Zonal supplements
Events
Financial Times Exhibitions
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TOI : The 4 P’s
Product: High editorial quality and incisive reportage coupled with
innovative marketing
The persona of the paper has kept abreast of the changing times.
Tremendous brand equity
Price: Cost Per Thousand rates are the lowest among the world’s
leading dailies.
Place: 13 Editions
Promotion: Cross promotion through the various brands in the Times
stable
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India’s First Ad Readership Survey Highlights
• Colour works better - almost twice as well in the case of magazines and 80% more in the
case of dailies,
• THE ONLY EXCEPTION IS THE SOLUS POSITION OF THE TIMES OF INDIA WHICH ON
ITS OWN STRENGTH IS FIVE AND A HALF TIMES MORE NOTICED THAN ANY OTHER
AVERAGE AD. The sheer extent of the impact makes it a cost effective position.
• Optimal size for an ad. is 600 scm. and every subsequent increase in size raises noticeability,
though at a diminishing rate.
• PAGES WITH STRONG CONTENT LIKE SPECIAL FEATURES AND SUPPLEMENTS ALSO
HAVE INCREASED NOTICEABILITY.
• Ad noticeability in Indian dailies is 11.8%, far higher than the international norm of 6.9% for
broadsheets. The noticeability is particularly high for full page black and white ads [51%] ;
back page 960 scm. colour ads [59%] ; and the first double spread in a magazine [46%].
• Right hand pages work better.
• Ad noticeability in print is higher than the television. In fact, brand recall for print ads is as
high as 95%.
Source : ImPress Survey by Lodestar , 2001
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The Times of India: Comparative Circulation
The Times of India sells 2 million copies more than its nearest competitor
3,500,000
3,230,398
3,000,000
1,271,945
2,500,000
1,208,563
2,000,000
884,631
1,500,000 667,953*
429,401
255,167*
179,446
169,587
1,000,000
500,000
0
me s
ress
di a
le
a ld
man
ress
u
aph
Hind
on ic
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o f In
n Ti
Ex p
gr
ate s
Ex p
Chr
Tel e
The
c an
u sta
es
St
an
an
c an
Tim
Dec
Ind i
The
The
Indi
Hind
Dec
The
New
The
Source : Audit Bureau of Circulations July-Dec 2006.
*The Indian Express: ABC Jan-June 2000. Circulation not reported thereafter .
TOI Mumbai – Circulation JD 05. HT Delhi Circulation – JD 05.
DNA - Circulation not reported in ABC. Midday Circulation not reported in ABC.
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1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
0
The
Tim
es o f In
di a
7,576,000
Ind i
an Ex p
The ress
New 508,000
Indi
an Ex p
ress
1,032,000
Hind
Source: National Readership Survey 2006
u sta
n Ti
me s
3,929,000
The
Hind
u 4,006,000
Dec
c an
He r
a ld
491,000
The
Stat
e sm
an 346,000
The
Tel e
grap
h 1,409,000
M um
ba i
Mi rr
or 881,000
DNA
518,000
Comparative Readership
M id
day
800,000
The Times of India – NRS 2006
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The Times Of India
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Key Highlights – National Readership Survey 2006
The Times of India continues to be the most widely read English daily in India
and that too by a massive margin.
It enjoys the loyalty of over 7.5 million readers, a 3.5 million lead over any
other English daily.
The Times of India has shown a growth of 15 per cent across the country’s top
8 metros.
The Times of India’s Delhi readership has grown by a massive 37 per cent,
leaving behind the next highest English daily by almost a hundred thousand
readers.
In Mumbai TOI has grown by 80,000 readers to 167,000.
In Bangalore too, TOI has consolidated its clear No.1 status by another 14 per
cent to 586,000.
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1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
0
The
Tim
es o f In
di a
6,781,000
M um
ba i
Mi rr
or 735,000
Ind i
an E
x pre
The ss 361,000
New
Indi
an Ex p
ress
473,000
Hind
u sta
n Ti
me s
3,331,000
The
Hind
u 2,209,000
Dec
c an
He r
a ld
498,000
Round 1
The
St ate s
man
280,000
The
Tel e
gr aph
919,000
Comparative Readership
DNA
539,000
M id
day
509,000
Dec
c an
Chr
on ic
le 1,131,000
The Times of India – Indian Readership Survey 2007
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The Times Of India
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Indian Readership Survey 2007 : Highlights
The Times of India is India’s largest read English publication – 6.781 million readers.
It is the third highest read daily in Urban India among all dailies (English +
Language).
The Times of India has more than double the readership of the next highest English
publication.
The Times of India has once again emerged as No 1 in Delhi, the city with the largest
number of English newspaper readers in India. TOI has a lead of 170,000 over its
nearest rival, Hindustan Times.
In Mumbai, it is still the overwhelming No 1 with a readership of 1,524,000, more than
double the No 2, Mumbai Mirror, which is also published by the Times Group.
In Bangalore, it expanded its lead over Deccan Herald to almost 225,000 readers.
In Lucknow, where every other major English-language general daily suffered huge
declines in readership, TOI not only bucked the trend but posted an impressive 11%
rise in readership to 144,000.
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DMS 2006 – HIGHLIGHTS
The Times of India and General Interest Dailies
The Decision Makers’ Survey [DMS] conducted by AC Nielsen ORG – MARG covered senior executives, GM’s
and above, across 500 private sector, 100 public sector and 100 financial companies. The study looks at the
media habits and lifestyles of Corporate Decision Makers (CDMs) in India.
The Times of India has the highest penetration across all publications amongst CDMs in the
north and west zones.
The Times of India has the highest average issue readership – 72%. The next highest English
general interest daily has only 15%.
The Times of India is read by highest percentage of top executives – Chairmen/
CEOs/MDs [62%]. The next general interest daily had a top executive readership of just 11%.
The Readership of The Times of India is highest across all company categories – Private sector –
71%, Public sector – 73% and MNCs - 80%. The next highest readership among general interest
English dailies (Hindustan Times) has 11% , 16% and 13% respectively.
The Readership of The Times of India is highest across all industry groups, 79% in Financial
Services, 60 % in Consumer Durables, 62% in the Pharmaceuticals industry, 64% in IT/Telecom.
No other English general interest daily compares to The Times of India’s DMS readership.
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Core Philosophies of the TOI
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Time(s)-less Mantras
Globalization to hyper-localization
Value for money: beefed up local coverage, additional sports
and business pages, metro supplements
Maximizing value generation through optimal audience
deliveries
Constant innovations with both the product and the pricing
Relevant brand building: from nice-to-know to need-to-know
news
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I like reading The Times of India because……
“Our entire family reads The Times of India. It is trendy, youthful, vibrant, reliable and
quick to feel the pulse of the people.”
Sanjeev Gupta – President, India Division, Coca-Cola Co.
“The audience has always been at home with the editorial environment of The Times
(both the paper and its supplements.) TOI gives you a feel of every occasion – be it
Diwali, Christmas, Holi, that no newspaper can provide. Its like your newspaper is
celebrating your festival, not just reporting on it”
Anindiya Ray… Media Director, The Mediaedge
“I have been a TOI reader all my life and frankly speaking, I cannot do without it.
Besides having good editorial content, TOI has been a strong marketing driven
organisation with tremendous marketing successes to its credit. It has also shown
that it is possible to reach people across all age groups, particularly the younger
generation, by understanding their needs and aspirations.”
Santosh Desai, President, McCann Ericsson
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Thank you
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