Bangkok Ebela presentation_Final

Setting a new landmark in print
1
Key messages
ABP is the foremost media group in India with a
diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a
significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation.
There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms
of circulation, readership and advertising revenues
2"
Key messages
ABP is the foremost media group in India with a
diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a
significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation.
There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms
of circulation, readership and advertising revenues
3"
ABP – a leading multimedia group
Dailies
Television
Channel
Radio
English
magazine
Bengali
magazine
Training
Institute
Digital
Publishing
4
ABP is foremost in terms of reach amongst newspaper
groups in India
*"Print"and"TV"news"
Source : TAM (industry accepted Nielsen research) , Indian Readership Survey
5
Pan-India presence
Total"reach"of"
Print"and"TV"news"in"million"
NORTH:'14.1'
EAST:'17.5'
WEST:'27.1'
SOUTH:'1.5'
Source : TAM (industry accepted Nielsen research), Indian Readership Survey
Massive multimedia reach
Media'asset
Reach
BENGALI""DAILIES
6.3"million"readership"per"day
ENGLISH""DAILY
1.3"million"lac"readership"per"day
TELEVISION""NEWS""CHANNELS
52.6"million"viewers"per"week
Print"and"TV"news"total
60.2"million
BENGALI""MAGAZINES
2.0"million"readership"every"issue
RADIO
3.1"million"listenership"per"week
WEBSITE
3.5"million"hits"per"month
FACEBOOK
400,000"Likes"and"10"million"reach
Source : TAM (industry accepted Nielsen research), Indian Readership Survey, websites
7
TV network – the national leader
Source : TAM (industry accepted Nielsen research)
8
The flagship Anandabazar Patrika - a dominant leader
Dominant leadership position of
our flagship Bengali daily
Anandabazar Patrika
Source : Audit Bureau of Circulation, internal estimates
9
Key messages
ABP is the foremost media group in India with a
diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a
significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation.
There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms
of circulation, readership and advertising revenues
10
Low Bengali newspaper readership amongst youth
Share'of'populaDon'who'read'Bengali'newspapers'(amongst'
those'who'can'read''Bengali)'
'
25%'
19%'
11%'
12V22"Yrs"
Source :Indian Readership Survey, Q4 2012
23V45"Yrs"
46+"Yrs"
11"
Declining trend in Bengali newspaper readership
Source :Indian Readership Survey
12"
In this context Ebela was launched, targeting the
youth
•  Launched on 17th September 2012
•  The first Bengali daily from the ABP
group after the launch of the flagship
Anandabazar Patrika 91 years back
•  Launched in the city of Calcutta
13
Ebela launched in record time
Time*taken*to*launch*a*newspaper
12
3.5
Typical(time(taken
globally
Time(taken(for(Ebela
14
Key messages
ABP is the foremost media group in India with a
diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a
significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation.
There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms
of circulation, readership and advertising revenues
15"
Important consumer insights through
market research
200
reader interviews
1000
people sampled in
market research
10
different brands
benchmarked
“Newspapers are
inconvenient to carry and
read on the go; and who has
got the time to read so
much?”
“I am tired of reading only
about politics; aren’t there
other topics to cover?”
“Newspapers are so
boring! So much text!
This age is of visuals”
“I get free news on the
internet; why would I buy
a newspaper unless the
price is attractive?”
“Newspapers are ‘old’; how can
you ever market a newspaper to a
youngster?”
16
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient
to carry and read on the go; and
who has got the time to read so
much?”
1
Convenient and
smart tabloid format
17
Convenient and smart tabloid format
Traditional, boring broadsheet format
New, exciting tabloid format
18
News in brief for a quick read
50-60 news capsules every day
19
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient to carry and
read on the go; and who has got the time to
read so much?”
“I am tired of reading only about
politics in newspapers; aren’t
there other topics to cover?”
1
Convenient and smart tabloid format
2
Wide variety of
content
20
Wide variety of content – International
8-10 pages of International news
21
Wide variety of content – Sports
8 pages of Sports
22
Wide variety of content - Entertainment
12 pages of entertainment pull out
23
Wide variety of content – Graphic novels
3 graphic novels
24
Wide variety of content – Celebrity connect
Celebrity interviews
25
Wide variety of content – Exclusive stories
Breaking sensational news
26
Wide variety of content – Culture and Literature
Culture and literature in Sunday special
27
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient to carry and
read on the go; and who has got the time to
read so much?”
1
Convenient and smart tabloid format
“I am tired of reading only about politics in
newspapers; aren’t there other topics to
cover?”
2
Wide variety of content
3
Colourful and
attractive visual
presentation
“Newspapers are so boring! So
much text! This age is of
visuals”
28
Colourful and attractive visual presentation
29
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient to carry and
read on the go; and who has got the time to
read so much?”
1
Convenient and smart tabloid format
“I am tired of reading only about politics in
newspapers; aren’t there other topics to
cover?”
2
Wide variety of content
“Newspapers are so boring! So much text!
This age is of visuals”
3
Colourful and attractive visual presentation
“I get free news on the internet;
why would I buy a newspaper
unless the price is attractive?”
4
Value-for-money price
point
30
Pages"per"Rupee"
Value-for-money price point
EI'SAMAY'
EBELA'at'
cover'
price'
KHABAR''
365'DIN''
ANANDABAZAR'
PATRIKA'
BARTAMAN'
AAJKAL'
Price"(Rs)"
PRATIDIN'
Value-for-money price point
Pages"per"Rupee"
EBELA'–'with'an'aXracDve'
subscripDon'scheme'''
KHABAR''
365'DIN''
EI'SAMAY'
ANANDABAZAR'
PATRIKA'
BARTAMAN'
AAJKAL'
Price"(Rs)"
PRATIDIN'
Consumer insights leading to 5 key success factors
“Newspapers are inconvenient to carry and read on
the go; and who has got the time to read so much?”
1
Convenient and smart tabloid format
“I am tired of reading only about politics in
newspapers; aren’t there other topics to cover?”
2
Wide variety of content
“Newspapers are so boring! So much text! This age
is of visuals”
3
Colourful and attractive visual presentation
“I get free news on the internet; why would I buy a
newspaper unless the price is attractive?”
“Newspapers are “old”; how can
you ever market a newspaper to
a youngster?”
4
5
Value-for-money price point
Innovative youthful
marketing campaign
33
Innovative, youthful marketing campaign – video
34
Recap – 5 key success factors
1
Convenient and smart tabloid format
2
Wide variety of content
3
Colourful and attractive visual presentation
4
Value-for-money price point
5
Innovative youthful marketing campaign
35
Key messages
ABP is the foremost media group in India with a
diverse mix of media assets
We launched a youth-focused tabloid newspaper – Ebela – amidst a
significant declining trend in language newspaper readership
Ebela was customized to suit the needs of the young generation.
There are 5 key success factors behind the Ebela story
These factors have resulted in immense success for Ebela – in terms
of circulation, readership and advertising revenues
36"
Ebela – already the 2nd largest Bengali daily in Calcutta
in no time
Rank
Bengali Newspaper
Calcutta circulation
Duration in play
1
Anandabazar Patrika
7,04,492
90 years
3,03,000*
10 weeks
2,12,154
28 years
1,31,965
20 years
67,999
31 years
[ABP Group s Bengali daily]
2
3
4
5
Bartaman
[Competitive brand]
Sangbad Pratidin
[Competitive brand]
Aajkal
[Competitive brand]
Source : ABC Jul-Dec 2012 :: *Certified by Deloitte, Haskins & Sells, Period Nov 16-30
37
Strong youth readership
30% of EBELA
readers are below 30 years of
age; average for all other
Bengali newspapers is 20%
Source : Research study by IMRB India (a part of WPP group)
38
Youth engagement evident through Ebela s
Facebook popularity
150,000 Likes on Facebook
Reach of over 5 million
39
Strong independent readership base
56% of EBELA readers are
non duplicated
with Anandabazar Patrika
Source : Research study by IMRB India (a part of WPP group)
40
Value for money appreciated by renowned brands
By advertising in EBELA
along with Anandabazar
Patrika, advertisers get
18% additional reach at
a nominal cost
Source : Research study by IMRB India (a part of WPP group)
41
Feedback from readers and advertisers - video
42
43