P V S Prakasam, Advisor, Eenadu

Regionalization Of Print
The New Success Mantra
- PVS Prakasam
INMA – Delhi, August’ 2013
“You can have any Colour as long
as it is Black”
-Henry Ford
Mass Production
Customization /
Regionalisation
Eenadu News Paper
Personalisation
Eenadu Digital
Enhancing Customer Value Proposition
• As we are speaking about regionalisation of
print: Eenadu has entered 25th year of
introduction of Regional News Paper ( District
Tabloid)
• Eenadu thought about regionalisation much
before ‘India’ started taking ‘Bharat’ seriously
Long before the online world discovered the benefits of
Personalization
Long before consumers began to demand products and
services that were localized
Eenadu wove Customization into the very fabric of its offering
the day - 26th January 1989
the product INNOVATION – 28 tabloids (District, Vizag/Vijayawada – Urban
Rural and in three neighbouring states
26th January 1989 witnessed…
•
Launch of a strategic and focused product as part of the mother brand
•
But with an IDENTITY of its own
•
That addressed MY neighbourhood, MY city/town/village, MY needs, MY wants
•
Eenadu launched 28 district tabloids
•
Each district tabloid had its own infrastructure to support and sustain the product in terms of
production, distribution and revenue generation
Resultant effect of the tabloids…
• This revolutionary innovation led to Market Expanding in terms of
• Circulation creating newer readers as well as better efficiencies in distribution
• Readership due to better connect with the Reader and vice-versa
• Efficiencies in our Pricing model leading to enhanced Advertising revenue
• Brand equity creating an overall ownership of the product
• Advertisers delight led to the creation of concept selling leading to many firsts in the
country
Tailor made for small & medium advertisers
From Space Selling
Concept Selling
Creating opportunity for unconventional advertisers by providing them opportunities through
• Category ads
• Personal ads like bon voyage, retirement, birthday greetings
• Event specific ads
• Political advts
• Local retail
Micro-targeting of advertising revenue has helped Eenadu weather the economic cycles
Geo Targeting – The Eenadu way…
•
If ‘District Tabloids’ was an INNOVATION then ‘Constituency pages’ was a REVOLUTION’
•
Offering localized content as well as advertising solutions was the Buzz word
•
So on 9th March 2009, we went on to launch Constituency Pages
•
Each of the 294 Assembly constituencies had 2-4 dedicated pages
•
This funnel approach was to address the demand to supply
•
This gave the overgrowing population within the district / town / city better access to
localized content, voice their opinion as well as further micro-target the advertisers
Constituency Pages – The Voice of the Villages…
•
The Constituency pages of Eenadu covers news from around 60 – 70 villages everyday.
The main goal in launching our Constituency pages is to penetrate to the nook and
corners of the villages.
•
The Constituency page covers mandals & villages of the districts.
•
Apart from focusing on the main cities of the district, which our Tabloid does, the
Constituency pages covers the Voice of the Villages, it is this minuteness which helps us
to reach the grassroots.
•
We have allocated separate space for Public Opinion – to voice the public’s view.
One Size does not FIT all… Reader segmentation
• Within a family, the reading and content requirements are different
amongst each member
• Within the state too, the Urban readers reading habits are different from
their rural bretheren
• The issues, the needs and the wants are varied even within a District or
Town or a City
• We understood this and quickly decided to address this Need gap
Bridging the Need – GAP - Customisation
• We saw the opportunity to expand our foot print within the family as well
as across the state
• The woman of the house didn’t have a media product of her own & so
were the farmers
• And the forte of English media like Business was not available to readers
beyond the city of Hyderabad
• So Eenadu bridged this GAP though regionalized content in a palatable
form through dedicated pages and publications on a daily basis
What we did to address this…
• 2 pages of exclusive Business news launched on 31st January 1988
• 1988 saw the launch of ‘Aadhivaram’ a truly family magazine & Annadatta
a monthly magazine for the farmer
• ‘Vasundhara’ - a daily page celebrating womanhood as well as addressing
her needs and aspirations was launched on 24th September 1992
• Dedicated pages addressing (Education, Healthcare, Youth etc.,)
Main Edition (5 Regions)
District Editions (23)
• AP DISTRICTS
District Edition (31)
Constituency Pages (294)
Micro-managing the Opportunity – Investment in People and Systems
•
Additional Desks created to handle the Editorial requirements
•
Every centre has two machines for printing the District and Main Editions respectively
•
Eenadu Distribution team can reach any household within Andhra Pradesh every 60 days
•
80% of agencies located in Tier II and Rural areas
•
Right Paper - reaching the Right Place - at the Right Time was all about our success in our
geo-distribution module
•
Dedicated team of 500 people for promotion of advertisements
Benefits
• Reach – Eenadu is available in 30,000 villages out of 36,000 villages in the
state. Any reader is within 2 hours of Printing Centres.
• Created reader pull as the local news is given importance resulting in
increased circulation
• Created additional avenues for advertisements – an ad can be placed for as
low as Rs. 500
• Helped derisk the business – dependence on national advertisers is low for
business
Our mission continues in bettering our product with the evolving time…
We aim to extend this to Digital space …. (Print + Digital)
Sample categories that we target for our constituency pages ….
Details of Ads published in Constituency Pages
• Anniversaries of Shops,
Muncipalities, Mandals,
Panchayats
• Town Specials , Commercial
Specials
• Greeting ads
• Date value wishes
• Alumni meeting ads
• Greetings to top rankers
• Birthday wishes to local leaders
• Greetings on
promotion/transfer of
Collectors, Police, Revenue
Officers
• Temple Chariots, Anniversaries
• Festival greetings
• Marriage anniversary ads
• Bon Voyage