The Telegraph, on a value addition drive!
With the ABP Group going on an expansion spree, The Telegraph has now commenced a major value addition exercise in Calcutta. Dhruba Mukherjee, General Manager, The Telegraph has confirmed these reports. He also mentions that there has been an overall increase in the number of pages as going up to nearly 52 pages on most days.
Mukherjee explains, "The value addition has taken place in two stages:
Stage I - Additional 4 pages of news section was added to the product from 1st Dec-10
Stage II - Significant value addition has happened to t2 (the entertainment & lifestyle tabloid distributed free with The Telegraph from Mon-Sat) which now has an assured pagination of 24 pages (from 1st Jan'11)"
By keeping the cover price untouched, The Telegraph has kept in mind the "infotainment' requirements of their readers. Thus, being able to serve their needs and give them value.
Speaking about marketing tactics, Mukherjee said, "We are doing an integrated communication exercise to make readers' aware of the above. The B2C communication has been rolled out in form of print, out of home, radio, TVCs and on ground promotion. For B2B we are taking industry web sites and industry magazines."
Today, The Telegraph in addition to its extensive national, international, and business news offers a wide variety of reading material on special interests. | By Vanessa Azavedo [vanessa(at)adgully.com]