Bangkok Ebela Presentation Final
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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 Radio Channel English magazine Bengali magazine Publishing Training Digital Institute 4 ABP is foremost in terms of reach amongst newspaper groups in India *"Print"and"TV"news" 5 Source : TAM (industry accepted Nielsen research) , Indian Readership Survey 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 7 Source : TAM (industry accepted Nielsen research), Indian Readership Survey, websites TV network – the national leader 8 Source : TAM (industry accepted Nielsen research) The flagship Anandabazar Patrika - a dominant leader Dominant leadership position of our flagship Bengali daily Anandabazar Patrika 9 Source : Audit Bureau of Circulation, internal estimates 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" 23V45"Yrs" 46+"Yrs" Source :Indian Readership Survey, Q4 2012 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 Time(taken(for(Ebela globally 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 “Newspapers are inconvenient to carry and “Newspapers are so read on the go; and who has boring! So much text! 200 got the time to read so This age is of visuals” reader interviews much?” “I get free news on the 1000 “I am tired of reading only internet; why would I buy people sampled in about politics; aren’t there a newspaper unless the market research other topics to cover?” price is attractive?” 10 “Newspapers are ‘old’; how can you ever market a newspaper to a different brands youngster?” benchmarked 16 Consumer insights leading to 5 key success factors “Newspapers are inconvenient to carry and read on the go; and 1 who has got the time to read so Convenient and much?” 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 1 Convenient and smart tabloid format read so much?” “I am tired of reading only about politics in newspapers; aren’t 2 Wide variety of there other topics to cover?” 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 1 Convenient and smart tabloid format read so much?” “I am tired of reading only about politics in newspapers; aren’t there other topics to 2 Wide variety of content cover?” “Newspapers are so boring! So 3 Colourful and much text! This age is of visuals” attractive visual presentation 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 1 Convenient and smart tabloid format read so much?” “I am tired of reading only about politics in newspapers; aren’t there other topics to 2 Wide variety of content cover?” “Newspapers are so boring! So much text! 3 Colourful and attractive visual presentation This age is of visuals” “I get free news on the internet; 4 Value-for-money price why would I buy a newspaper unless the price is attractive?” point 30 Value-for-money price point EI'SAMAY' KHABAR'' EBELA'at' 365'DIN'' cover' price' ANANDABAZAR' PATRIKA' Pages"per"Rupee" BARTAMAN' AAJKAL' PRATIDIN' Price"(Rs)" Value-for-money price point EBELA'–'with'an'aXracDVe' subscripDon'scheme''' KHABAR'' EI'SAMAY' 365'DIN'' ANANDABAZAR' PATRIKA' BARTAMAN' Pages"per"Rupee" AAJKAL' PRATIDIN' Price"(Rs)" 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 Wide variety of content newspapers; aren’t there other topics to cover?” 2 “Newspapers are so boring! So much text! This age 3 Colourful and attractive visual presentation is of visuals” “I get free news on the internet; why would I buy a Value-for-money price point newspaper unless the price is attractive?” 4 “Newspapers are “old”; how can 5 you ever market a newspaper to Innovative youthful a youngster?” marketing campaign33 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 [ABP Groups Bengali daily] 2 3,03,000* 10 weeks 3 Bartaman 2,12,154 28 years [Competitive brand] 4 Sangbad Pratidin 1,31,965 20 years [Competitive brand] 5 Aajkal 67,999 31 years [Competitive brand] 37 Source : ABC Jul-Dec 2012 :: *Certified by Deloitte, Haskins & Sells, Period Nov 16-30 Strong youth readership 30% of EBELA readers are below 30 years of age; average for all other Bengali newspapers is 20% 38 Source : Research study by IMRB India (a part of WPP group) Youth engagement evident through Ebelas 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 40 Source : Research study by IMRB India (a part of WPP group) Value for money appreciated by renowned brands By advertising in EBELA along with Anandabazar Patrika, advertisers get 18% additional reach at a nominal cost 41 Source : Research study by IMRB India (a part of WPP group) Feedback from readers and advertisers - video 42 43 .