Tamil Murasu MEDIA KIT 2013 o About Tamil Murasu o Facts & Figures: Readers Profile o Benefits to Advertisers o Creative Options o Advertising Rates o Appendix CONTENTS ABOUT... TAMIL MURASU 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 • Singapore 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 Thursday Youth Page for teens Sunday Lifestyle, short stories & cookery FACTS & FIGURES... READERS PROFILE READERSHIP & CIRCULATION Readership* Circulation (All people aged 15+) (Avg 2012) TM (Mon-Sat) 53,000 15,400 TM (Sun) 69,000 21,500 * Source: Nielsen Media Index 2012 TM has more mature readers National TM 40 Figures are in % 34 MEDIAN AGE IS 46 30 (National: 42) 21 21 17 13 13 8 2 15-19 20-29 30-39 40-49 50+ AGE Base : All people aged 15+ (National: 4,035,000, TM: 53,000) Source: Nielsen Media Index 2012 Economically active 55% Female (Nat: 50%) 23% PMEBs (Nat: 28%) median personal income 66% Age 25-49 (Nat: 50%) $1,882 (Nat: $2,440) $4,068 median household income (Nat: $4,820) 45% tertiary educated (Nat: 39%) 47% HDB 5 room + or private housing (Nat: 44%) 26 mins median reading time 85% 5-6 issues Base : All people aged 15+ (National: 4,035,000, TM: 53,000) Source: Nielsen Media Index 2012 60% access Internet daily 62 Email 62 57 General surfing 44 Participate in social 38 networking portal 49 32 Watch movie/TV/video 43 Gather company/research 26 TM Readers National info 24 Figures are in % INTERNET USAGE USAGE OF READERS* INTERNET *Past Month; all platforms Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 Newspaper a key channel (% of base) 58 57 48 39 Mobile phone brand & model Slimming Salons / Products Pop 15+ TM Readers Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat) Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index / Consumer Insights 2012 Receptive to advertising (% of base) 77 64.9 40 29.1 Advertising is the main way to learn about I have more trust in advertised products new products Pop 15+ TM Readers Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat) Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index / Consumer Insights 2012 BENEFITS TO ADVERTISERS High usage of IDD calls P15+ 62 TM Readers (% of base) IDD providers used 42 37 20 13 11 5 6 2 2 1 0 IDD Calls Past SINGTEL STARHUB M1 PHOENIX COMMS SUNPAGE Month Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat); Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index 2012 TM readers more holiday makers Pleasure Trips Past Year 2 3+ TM Readers 10 National (% of base) 2 25 14 1 28 23 Any 57 48 Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat); Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index 2012 TM readers are beauty conscious Wearing attractive clothing 70 makes me feel confident 51 It's important to keep young 70 looking 58 It's important to be attractive 51 to the opposite sex 42 A designer label improves my 49 image 31 Psychographic profile Psychographic TM Readers National Figures are in % Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 TM readers are health conscious I should do a lot more about 83 my health 67 I make conscious effort to 66 maintain a balanced diet 65 Exercising is an important part 66 of my life 61 I pay close attention to my 62 weight 60 I always check nutritional 53 Psychographic profile Psychographic content of food 43 TM Readers National Figures are in % Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 Quality consumers 79 I look for value for money 71 Willing to pay more for quality 70 goods 60 51 I enjoy the fun of shopping 48 40 I make impulse purchases 23 Psychographic profile Psychographic TM Readers National Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012 CREATIVE OPTIONS Creative shape “Steps” “Diagonal Rectangles” “Odd Shape” Creative buy “Insert (coupon)” “Newsletter” ADVERTISING RATES Tamil Murasu (Mon-Sat) Ad Sizes FC 1 Spot BW Sizes (cm x col) Full Page $6,592 $3,592 $2,592 (54 X 8) Full Junior Junior Page $5,332 $2,332 $1,332 ½ ¼ (37 X 6) ½ Page $5,296 $2,296 $1,296 (27 X 8) ¼ Page $4,648 $1,648 $648 (27 X 4) Tamil Murasu (Sun) Ad Sizes FC 1 Spot BW Sizes (cm x col) Full Page $7,240 $4,240 $3,240 (54 X 8) Full Junior Junior Page $5,665 $2,665 $1,665 ½ ¼ (37 X 6) ½ Page $5,620 $2,620 $1,620 (27 X 8) ¼ Page $4,810 $1,810 $810 (27 X 4) APPENDIX DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES (‘000) % (‘000) % AGE 15-19 yrs 323 8.0 1 1.9 20-29 yrs 670 16.6 7 13.2 30-39 yrs 831 20.6 7 13.2 40-49 yrs 836 20.7 21 39.6 50-59 yrs 689 17.1 5 9.4 60+ yrs 686 17.0 11 20.8 Median Age 42 46 Source: Nielson Media Index 2012 28 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES (‘000) % (‘000) % GENDER Male 2,033 50.4 25 47.2 Female 2,002 49.6 29 54.7 RACE Chinese 3,025 75.0 - - Malay 439 10.9 - - Indian 368 9.1 53 100.0 Others 203 5.0 - - Source: Nielson Media Index 2012 29 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES (‘000) % (‘000) % OCCUPATION PMEBs 1,137 28.2 12 22.6 White Collar 603 14.9 7 13.2 Blue Collar 752 18.6 9 17.0 Students 447 11.1 1 1.9 Housewives 673 16.7 16 30.2 Retirees 257 6.4 5 9.4 Source: Nielson Media Index 2012 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 663 16.4 6 11.3 Some Secondary/Completed 612 15.2 7 13.2 ITE/ITC/NTC GCE N/O Level 933 23.1 15 28.3 GCE A/HSC 237 5.9 2 3.8 Tertiary (Poly/Uni/Postgrad) 1,586 39.3 24 45.3 Source: Nielson Media Index 2012 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES (‘000) % (‘000) % DWELLING HDB 1-3 Room 812 20.1 12 22.6 HDB 4 Room 1,444 35.8 18 34.0 HDB 5 Room/Exec 1,001 24.8 17 32.1 Condo/Pte Apt 430 10.7 7 13.2 Landed 348 8.6 1 1.9 Source: Nielson Media Index 2012 32 DEMOGRAPHIC PROFILE National population TM Readers PROFILE TYPES (‘000) % (‘000) % PERSONAL INCOME Below S$1,000 323 8.0 6 11.3 S$1,001 – 3,000 1,108 27.5 13 24.5 S$3,001 – 5,000 540 13.4 6 11.3 S$5,001 – 7,000 216 5.4 1 1.9 S$7,001 – 10,000 101 2.5 - - Above S$10,000 86 2.1 1 1.9 Median : S$2,440 S$1,882 Source: Nielson Media Index 2012 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$1,000 184 4.6 3 5.7 S$1,001 – 3,000 892 22.1 16 30.2 S$3,001 – 5,000 960 23.8 13 24.5 S$5,001 – 7,000 584 14.5 9 17.0 S$7,001 – 10,000 685 17.0 9 17.0 Above S$10,000 729 18.1 4 7.5 Median : S$4,820 S$4,068 Source: Nielson Media Index 2012 PSYCHOGRAPHIC PROFILE PROFILE TYPES National population (%) BH Readers (%) Important to have financial plan for 84.81 86.79 Retirement I am more generous with Family 68.10 77.36 I buy brands my children prefer 20.84 47.17 Exercising is an important part of my life 61.41 66.04 I should do a lot more about my health 67.01 83.02 I make conscious effort to maintain a 64.71 66.04 balanced diet I pay close attention to my weight 60.12 62.26 I always check nutritional content of food 42.85 52.83 Note: % of respective group Source: Nielson Media Index 2012 PSYCHOGRAPHIC PROFILE PROFILE TYPES National population (%) BH Readers (%) I look for value for money 70.66 79.25 Willing to pay more for quality goods 59.83 69.81 I enjoy the fun of shopping 47.86 50.94 I make impulse purchases 22.68 39.62 Advertising is the main way to learn about 64.93 77.36 new products I have more trust in advertised products 29.10 39.62 It's important to keep young looking 58.14 69.81 Wearing attractive clothing makes me feel 50.56 69.81 confident It's important to be attractive to the 41.54 50.94 opposite sex A designer label improves my image 31.15 49.06 Note: % of respective group Source: Nielson Media Index 2012 THANK YOU .