The Hindu gets a Thumbs Up from Media Strategists

In a scenario where print publications are continuously under scanner, The Hindu surprised the industry by launching its Mumbai edition. The city saw the launch of an English newspaper on November 28 after a very long lull.

 

The Hindu, as per IRS data released this March (IRS 2014), is the number three English newspaper in the country, following The Times of India and The Hindustan Times. Interestingly, all three saw an increase in their readership as per the data released. Moving to Mumbai, other English newspapers in the city dominated by The Times of India group are: The Hindustan Times, DNA, Mid Day, Indian Express, The Asian Age and Free Press Journal (not necessarily in this order). 

Hindu, which was eyeing Mumbai market for a long time, has forty other editions published from 17 major cities. The paper is known for its distinguished content and style of writing. Having said that, one wonders if Mumbai market is ready to absorb another English language newspaper. The general industry sentiment here is that Hindu’s unique content would definitely help it make inroads.

PM Balakrishna, CEO, Allied Media expresses, “In terms of penetration in city like Mumbai, I definitely see a room. The Time of India has been there for a very long time and with media consumption changing with radio, internet and other platforms, it is not going to be easy. But for brand like Hindu which has good content there is a possibility. “

 

The newspaper is priced at Rs 8 per copy, which is higher than other English publications in the city, and it is being seen as it positioning itself as a premium  publication targeted at an upmarket TG. Harsha Joshi, Executive Vice President - Group Trading at Dentsu Aegis Network explains, “Obviously print is a cluttered market. But The Hindu is very old and its main USP is the language used. So yes, content is something which will differentiate it. It is 

looking at different Target audience and maybe not at large circulation. So mainly its TG would be middle class, upper middle class and above as it is priced at Rs. 8 per copy.  It is more for up-market audiences. “

Arrival of a strong brand in the market, in almost all product categories, is keenly observed and leads to fair amount of sampling. Would it be the case with Hindu as well? Mohit Joshi, MD, Havas Media Group, explains, “Maharashtra is one of the most complicated print markets in India. The launch of another strong brand will result in efficiencies from a brand engagement perspective.” Whether they convert or not would largely depend on the value they witness both from readership and advertising perspective.  

 Other publications too have entered the market in past trying to make massive inroads. However, the market dynamics have not changed much by new launches and relaunches.  Whether Hindu would be able to redefine the market or not is yet to be seen. Mohit Joshi expresses, “The Hindu has always had a unique approach and a strong following, given its editorial flavour. Am sure there will be market flutters in the short run but over a period of time all players will find their niches.”

Balakrishna too believes that The Hindu’s editorial quality would be a key differentiator. Says he, “The Hindu has very definitive brand equity and image, and a distinctive flavour. It will be long haul for Hindu and everyone will be tracking the figures of readers etc. Hindu can do good packaging and emergence of third player after The Times of India and The Hindustan Times is still a probability.” 

Exciting times ahead. As we brace for a new rigour in the Mumbai print market, we are keen to see ‘The Hindu’ impact on print’s share in media pie in the city. It would be interesting to see whether the advent of The Hindu would lead to an increase in the print’s share in ad pie or would its ad revenues come at the cost of other players. Balakrishna opines, “Print is still a viable vehicle and will always be considered in the media plan. Though I don't know how much it will be expanded but yes there can be restructuring in the budgets. “

Harsha Joshi, however, believes that The Hindu’s gain would come at the cost of other publications, “I don't think the budgets will expand, it will eat into existing media plan.”  One cannot help but admire the equity The Hindu enjoys courtesy its editorial content. It has left no stone unturned to set up a power team in Mumbai to manage the edition. The right strategy, but how much would it work on the ground is yet to be seen.  As we all know the market dynamics are far more complicated than the content. Waiting for the first marketing salvo from The Hindu!