Mumbai has three English daily newspapers with circulations greater than 100,000 (The Times of India, Mid-day, and The Indian Express) and one financial paper (The Economic Times). By the end of this year, there will be at least three more newspapers fighting for a share of this market, possibly even four.
What will happen once these new papers hit the stands? Will readers desert their old favourites and embrace one or more of the newcomers? Will they continue with the old, and add on a new paper? Do they want a new paper at all? Does ‘The Hindustan Times’ enjoy goodwill in India's commercial capital? Has the multicrore DNA teaser campaign and pre-launch campaign made any gains? Has the DNA campaign intrigued consumers to a point where they want to buy the paper?
Will the market expand, with more people buying a newspaper? Will readers buy papers in addition to their existing basket?
Strategists at Bennett, Coleman and Company, ‘The Hindustan Times’ and Diligent Media will be seeking answers to these questions. Each is conducting some form of research which, hopefully, aid them in their strategy sessions.To read the entire story, grab your copy of Impact Advertising and Weekly magazine issue dated May 16-22, 2005
