Tamil Murasu MEDIA KIT 2016

CONTENTS o o o o o o Appendix Advertising Creative Benefits to Profile Facts & Figures: Readers About Tamil Options Advertisers Rates Murasu ABOUT... 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 • 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 EDITORIAL FEATURES Monday 12-page tabloid students’ educational supplement

Wednesday Youth page for teens Sunday Lifestyle, short stories & cookery FACTS & FIGURES... READERS PROFILE READERSHIP & CIRCULATION

Readership* Circulation# (All people aged 15+) (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

P15+ TM Readers MEDIAN AGE IS 42 Figures are in % (National: 42) 35 35

26 26

21 20 17

9 8 3

15-19 20-29 30-39 40-49 50+

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 Economically active

53% Female (Nat: 50%) 29% PMEBs (Nat: 30%)

$2,645 median personal income 59% Age 25-49 (Nat: 50%) (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

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 68% access Internet daily

59 Email 63

32 General surfing 49

Participate in social 56 networking portal 61

56 Watch movie/TV/video 54

18 Gather product/service info 42 TM Readers P15+

Figures are in % INTERNET USAGE READERS* USAGE OF INTERNET

*Past month; all platforms Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 Newspaper a key channel

P15+ TM Readers Figures are in %

41 37 35

28

Mobile Phone Brand & Model Slimming Salons / Products

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 Receptive to advertising

P15+ TM Readers Figures are in % 65 62

35 29

Advertising is the main way I have more trust in to learn about new products advertised products

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 BENEFITS TO ADVERTISERS High usage of IDD calls

P15+ TM Readers Figures are in % 53 50 IDD providers used

44

29 27 27

21 18

IDD Calls STARHUB Past Month

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 TM readers more holiday makers

Pleasure Trips Past Year

9 TM Readers 3+ 12 P15+ Figures are in %

21 2 15

38 1 26

68 Any 53

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 TM readers are beauty conscious

Wearing attractive clothing 35 makes me feel confident 46

It's important to keep young 38 looking 49

It's important to be attractive 38 to the opposite sex 35

A designer label improves my 21

image 31 Psychographic profile Psychographic

TM Readers P15+ Figures are in % Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 TM readers are health conscious

I should do a lot more 53 about my health 66

I make conscious effort to 68 maintain a balanced diet 61

Exercising is an important 53 part of my life 59

I pay close attention 56 to my weight 56

I always check nutritional 53

Psychographic profile Psychographic content of food 42 TM Readers P15+ Figures are in % Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 Quality consumers

65 I look for value for money 66

Willing to pay more for 53 quality goods 60

47 I enjoy the fun of shopping 45

32 I make impulse purchases

19 Psychographic profile Psychographic TM Readers P15+ Figures are in %

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 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) Full Junior Junior Page $5,480 $2,480 $1,480 ½ ¼ (37 x 5) 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) Full Junior Junior Page $5,850 $2,850 $1,850 ½ ¼ (37 x 5) 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) %

AGE

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

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015

28 DEMOGRAPHIC PROFILE

National population TM Readers

PROFILE TYPES (‘000) % (‘000) %

GENDER

Male 2,116 50.5 16 47.1

Female 2,074 49.5 18 52.9

RACE

Chinese 3,130 74.7 - - Malay 466 11.1 - - Indian 388 9.3 34 100.0 Others 206 4.9 - -

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015

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

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 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

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 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

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015

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

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 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

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 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 61.0 67.7 diet

I pay close attention to my weight 56.0 55.9 I always check nutritional content of food 41.5 52.9

Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 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 61.9 64.7 products 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 45.6 35.3 confident It's important to be attractive to the opposite 35.3 38.2 sex A designer label improves my image 31.3 20.6 Base : All people aged 15+ (National: 4,190,000, TM: 34,000, Mon-Sat) Source: Nielsen Media Index 2015 Note: % of respective group Thank you

. For subscriptions, please contact:  Ms Kelly Ng at 6319 2166 [email protected]  Ms Jade Chang at 6319 3082 [email protected]  Ms Amy Leo at 6319 2129 [email protected]

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