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Tamil Murasu

Media Kit 2011

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Tamil Murasu

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Agenda

· About Tamil Murasu · Key facts & figures · Benefits to advertisers · Creative options · Media investment

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About Tamil Murasu

· Tamil Murasu keeps readers, both local and expatriate Indians, informed of the latest within the Indian community and the world

Mon - Sat

Readership (MI 2010)

(All people aged 15+)

Circulation

(Avg Jan-Dec 10)

47,000

13,896

Sun

Readership (MI 2010)

(All people aged 15+)

Circulation

(Avg Jan-Dec 10)

70,000

20,514

Base: Estimated Tamil Murasu Average Issue readers Source: Nielsen Media Index 2010

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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

·

·

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Editorial

Main Paper · Singapore News · South Asia News · World News · Sports · Horoscope & English page · Cinema & Kollywood news · Examination tips and assessment papers for students · Lifestyle (health, tech, legal column, travel)

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Editorial

Weekly Features Monday: 12-Page tabloid students' educational supplement Thursday: Youth Page for teen Sunday: Lifestyle, short stories & cookery

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Agenda

· About Tamil Murasu · Key facts & figures · Benefits to advertisers · Creative options · Media investment

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Key characteristics of readers

· Readers of TM and TM Sunday share a lot of common characteristics 94% of Weekday readers also read TM Sunday Majority read the paper regularly Majority buy their copies from the news-stand Majority read it at home Be it Weekday or Sunday, they spend about half an hour to read the paper

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TM Sunday completes your coverage

· · · TM Sunday attracts additional readers 34% read TM only on Sunday Sunday readers share similar quality as the weekday readers Your return on investment on Tamil Murasu would only be maximized by placing your advertisements on both Weekdays and Sundays

TM 3,000 26,000 Additional readers on Sunday 44,000

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun) Estimated Population (15+) base: 3,856,000 Source: Nielsen Media Index 2010

TM(S) Combined Reach = 73,000

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Our readers

- Spread over age groups

Population Median Age 42 TM 42 TM(S) 43

1519 2029 3039 4049 50+

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8

(% of base)

1519 2029

4

8

(% of base)

16 19 21 21 21 21 34 33

16 15 21 21 21 23 34 34

Pop 15+ TM

3039 4049 50+

Pop 15+

TM(S)

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun) Estimated Population (15+) base: 3,856,000 Source: Nielsen Media Index 2010

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Our readers

- an even spread across occupation groups

Almost 1 out of 4 TM readers are PMEB / White Collar.

Students 9%

PMEB 17%

White Collar 7% Housewives 36%

Blue Collar 31%

NSmen 0%

Base: Tamil Murasu yesterday readers (excl Sunday) Estimated Readers base: 47,000 Source: Nielsen Media Index 2010

(% of base)

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Reading habit

Loyal following enhances repeated exposures of your advertisements Home reading allows better attention to both news and advertisements

TM readers Read 5-6 issues weekday Read all 4 Sunday issues per month Buy copies from news-stand Median Reading Time Read at Home 87% NA 72% 28 min 91% TM(S) readers NA 94% 73% 27 min 96%

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun) Source: Nielsen Media Index 2010

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Readers quality

Readers are well educated Young families are hot targets for Housing, Finance, Education and many

TM readers Poly/Univ/Post-Grad Parents w Kids <10 years Median Household Income 34% 28% $3,773

TM(S) readers 37% 33% $4,145

Pop 15+ 37% 22% $4,277

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Population (15+) base: 3,856,000 Source: Nielsen Media Index 2010

Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun)

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Shopping attitudes

I'm willing to purchase no frills/ house brands I shop for competitive prices and look for value for money. I usually select familiar brands. I usually buy brands i grew up with. I often read labels before buying new products. It's worth paying extra for quality goods. I tend to make impulse purchases. I believe more in products recommended by experts. I will pay more to get a luxury brand. With a credit card, I spend more than otherwise. Among the first to try new brand/ product even if expensive 19 19 16 13 13 12 26 26 25 22 30 31 37 44 47 64 62 60 63 57 67 61 57 59 64 70 79 77 83 83

77 72 74

TM(S)

TM

Pop 15+

(% of base)

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Population (15+) base: 3,856,000 Source: Nielsen Media Index / Consumer Insights 2010

Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun)

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They are look-conscious & opinion leaders

Attractive clothing makes me confident in front of others I like to keep abreast of the latest trends in technology. A designer label improves a person's image. People ask me for advice on their product/services purchase I like to keep up with the latest fashions.

TM(s) TM

50.0

50.8

55.3

50.0

34.5

53.2

42.9

30.8 44.7

51.1

45.7

36.9

32.9

27.2

40.4

Pop 15+

(% of base)

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun) Estimated Population (15+) base: 3,856,000 Source: Nielsen Media Index / Consumer Insights 2010

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They are health-conscious

(% of base)

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun) Estimated Population (15+) base: 3,856,000 Source: Nielsen Media Index / Consumer Insights 2010

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Agenda

· About Tamil Murasu · Key facts & figures · Benefits to advertisers · Creative options · Media investment

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Good potential for mobile phone products

Top 10 Mobile Phone features used past week

(% of base)

SMS Camera Bluetooth Listening to mp3/ music ... Organiser function/ PDA ... Radio Playing games MMS Downloading music/ mp3 Getting updates

4 22 31 32 27 30 38 62 67 76

Own 3G/Smart Phones

(% of base)

50 37 30 16 13

Pop 15+ TM TM(S)

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12 12.86 13 12 10 9 9 7.14 6

26 26 21 24.29 23 28 17.14 17

3G Phones

Smartphones

TM(S) TM Pop 15+

7.14 6 5

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun) Estimated Population (15+) base: 3,856,000 Source: Nielsen Media Index 2010

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Prime targets for IT / internet products

Key online activities

Daily Internet Access Watch movie/tv/video Email General surfing Listen to music Gather pdt/service info Participate in social networking portals

TM(S) TM

47 34 30 38 46

53 54

36 33 30 36 19 26 20 21 23 21 21 30 29

Pop 15+

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Internet Usage TM readers are internet savvy with online access and almost half of them go online regularly. Besides Watching movie/TV/video online, TM readers share similar usage as to the population, eg. email, gathering information, etc.

(% of base)

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun) Estimated Population (15+) base: 3,856,000 Source: Nielsen Media Index 2010

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High potential for beverage products

Daily beverage consumed

40 43 38 17 17 1 5 6 6 6 TM Pop 15+ 9 9 9 9

(% of base)

Instant coffee Liquid milk skim/ lowfat Lowder milk full cream Liquid milk full cream Powder milk skim/ lowfat

TM(S) 28

Base: Tamil Murasu yesterday readers (Weekday & Sunday) Estimated Readers base: 47,000 (Mon-Sat); 70,000 (Sun) Estimated Population (15+) base: 3,856,000 Source: Nielsen Media Index 2010

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Agenda

· About Tamil Murasu · Key facts & figures · Benefits to advertisers · Creative options · Media investment

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Consider this

"Steps" "Diagonal Rectangles" "Newsletter"

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Consider this

"Odd Shape" "Insert (coupon)"

... and many more

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Agenda

· About Tamil Murasu · Key facts & figures · Benefits to advertisers · Creative options · Media investment

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Rates for common ad sizes

TM Base Rate (p.c.cm) (Mon-Sat) FP (54cm x 8col) HP (27cm x 8 col) QP (27cm x 4col) JP (37cm x 6col) (Sun) FP (54cm x 8col) HP (27cm x 8 col) QP (27cm x 4col) JP (37cm x 6col) FC $6,592.00 $5,296.00 $4,648.00 $5,332.00 FC $7,240.00 $5,620.00 $4,810.00 $5,665.00 $6.00 TM (S) $7.50 B&W $2,592.00 $1,296.00 $648.00 $1,332.00 B&W $3,240.00 $1,620.00 $810.00 $1,665.00

1 Spot $3,592.00 $2,296.00 $1,648.00 $2,332.00 1 Spot $4,240.00 $2,620.00 $1,810.00 $2,665.00

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Appendix

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Readership Profile

National Population

('000) Estimated Total Occupation PMEB White Collar Students F/T Housewives Others Personal Income* Up to $3,000 $3,001 - $6,000 $6,001 and above Median Personal Income 1,427 551 244 $2,274 37.0 14.3 6.3 16 6 1 $1,500 34.0 12.8 2.1 26 9 2 $1,907 37.1 12.9 2.9 1,006 554 427 672 1,197 26.1 14.4 11.1 17.4 31 7 3 4 15 18 14.9 6.4 8.5 31.9 38 14 5 6 18 27 20.0 7.1 8.6 25.7 39 3,856 % 100

TM Readers

('000) 47 % 100

TM(S) Readers

('000) 70 % 100

Source: Nielsen Media Index 2010 Remarks: `*' does not add up to 100% as some sub-categories are not listed

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Readership Profile

National Population

('000) Estimated Total Household Income Up to $3,000 $3,001 - $6,000 Above $6,000 Median Household Income Dwelling Type* Landed Property Condo / Pte Apt HDB 4-Rm+ / EA / HUDC 363 405 2,282 9.4 10.5 59.2 2 5 28 4.3 10.6 59.6 3 6 46 4.3 8.6 65.7 1,162 1,309 1,384 $4,277 30.1 34.0 35.9 15 22 10 $3,773 31.9 46.8 21.3 19 31 21 $4,145 27.1 44.3 30.0 3,856 % 100

TM Readers

('000) 47 % 100

TM(S) Readers

('000) 70 % 100

Source: Nielsen Media Index 2010 Remarks: `*' does not add up to 100% as some sub-categories are not listed

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Readership Profile

TM Readers

('000) Estimated Total Median Reading Time Daily Issues read per week 5-6 issues 1-4 issues Sunday issues per month 4 issues 1-3 issues 66 4 94.3 5.7 41 6 87.2 12.8 47 % 100

TM(S) Readers

('000) 70 % 100

28 minutes

37 minutes

Source: Nielsen Media Index 2010

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