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Sambhar Mafia - Cooked To Kill!

Thursday, April 27, 2006

Get Local

Just happened to receive a comment on my old post related to Community / Neighbourhood newspapers in Chennai and how the biggies are eyeing this space. Vincent D’Souza, editor of some prominent neighbourhood newspapers in Chennai had this to say:

When DNA is setting fire to ToI in Mumbai now after Mid-Day rattled it some years ago, ToI jut could not resist making a hash of its new idea - to run neighbourhood newspapers.

Knowing well ToI's brand of razle-dazzle journalism, it fell flat in its early issue sof the local paper in Anna nagar by snaring in a a well known sporst personality who had nothing to do with Anna Nagar and putting her on the cover!

As far as The Hindu's Down town is concerned, theres little local journalism in it. Downtown was created to tap a local retail market. So many store owners are happy that they get a good deal for their ads. Ask the readers though and they will shove the pullout under their cot!

I don’t get to read Hindu’s Downtown (it’s not available online!) and hence can’t comment on it. The fact that there is not much buzz about ToI’s neighbourhood newspaper also goes to prove that they have not been able to make a dent in this segment.

5 Comments:

  • Nalla velai :)

    By Blogger Bala (Karthik), at 8:21 PM  

  • There could be another reason too. TOI promotes page 3 culture a trifle too much which may appeal to people in North but not down there.The flop show was bound to happen.

    By Blogger The Regular Joe, at 9:49 PM  

  • i'm surprised.do neighbourhood newspapers have more market share than mainstream dailies?

    and where's my name in ur blogroll?

    By Blogger Sheks, at 11:29 PM  

  • The TOI has a brand of journalism that is antithetical in some ways to that of the venerated Hindu. The transformation that the hindu has had is cosmetic largely, with a change in typeface and some sections added to cater to the youth. I doubt though whether the Hindu has changed its public posturing enough to render its moniker 'Mount Road Mahavishnu' irrelevant ? Mahavishnu is neither a creator nor a destroyer but a protector so the allusion is to a safe and conservative stance taken by the paper. Having lived in Bombay I never took a liking for the TOI since it is flippant.Not a thinking man's newspaper in my opinion yet that does not matter to gain a sizeable readership. Chennai has been weaned on a kind of newspaper for a long time. The flamboyance of the TOI may not sell readily to the conservative citizens of the city. A foothold is possible though by carving a niche out of the demographic pie. Dominance by TOI is a pipe-dream for now.

    By Anonymous Anand Srini, at 2:53 AM  

  • @The regular joe,
    ToI can't blindly follow the same strategy everywhere. I think they'll learn it the hard way.

    @Sheks,
    It's not the marketshare, neighbourhood newspapers get lot of local ads and that's why the established newspapers are showing interest.

    @Anand Srini,
    Your observations about The Hindu are bang on. They are trying to act trendy, but nothing much has changed . ToI has to wait for a while before hitting back.

    By Blogger Kaps, at 5:30 PM  

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