Bangkok Ebela presentation_Final

Setting a new landmark in print 1

Key messages

2"

ABP is the foremost media group in India with a diverse mix of media assets

We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership

Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story

These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues

Key messages

3"

ABP is the foremost media group in India with a diverse mix of media assets

We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership

Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story

These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues

ABP – a leading multimedia group

Publishing

Bengali magazine

Dailies

Digital Training Institute

Radio

English magazine

Television Channel

4

ABP is foremost in terms of reach amongst newspaper groups in India

Source : TAM (industry accepted Nielsen research) , Indian Readership Survey 5

*"Print"and"TV"news"

Pan-India presence

Total"reach"of"Print"and"TV"news"in"million"

Source : TAM (industry accepted Nielsen research), Indian Readership Survey

NORTH:'14.1'

EAST:'17.5'

WEST:'27.1'

SOUTH:'1.5'

Media'asset Reach

BENGALI""DAILIES 6.3"million"readership"per"day

ENGLISH""DAILY 1.3"million"lac"readership"per"day

TELEVISION""NEWS""CHANNELS 52.6"million"viewers"per"week

Print"and"TV"news"total 60.2"million

BENGALI""MAGAZINES 2.0"million"readership"every"issue

RADIO 3.1"million"listenership"per"week

WEBSITE 3.5"million"hits"per"month

FACEBOOK 400,000"Likes"and"10"million"reach

Massive multimedia reach

Source : TAM (industry accepted Nielsen research), Indian Readership Survey, websites 7

TV network – the national leader

Source : TAM (industry accepted Nielsen research) 8

Source : Audit Bureau of Circulation, internal estimates

The flagship Anandabazar Patrika - a dominant leader

9

Dominant leadership position of our flagship Bengali daily

Anandabazar Patrika

Key messages

10

ABP is the foremost media group in India with a diverse mix of media assets

We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership

Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story

These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues

11%'

19%'

25%'

12V22"Yrs" 23V45"Yrs" 46+"Yrs"

Share'of'populaDon'who'read'Bengali'newspapers'(amongst'those'who'can'read''Bengali)'

'

11"

Low Bengali newspaper readership amongst youth

Source :Indian Readership Survey, Q4 2012

12"

Declining trend in Bengali newspaper readership

Source :Indian Readership Survey

In this context Ebela was launched, targeting the youth

•  Launched on 17th September 2012

•  The first Bengali daily from the ABP

group after the launch of the flagship

Anandabazar Patrika 91 years back

•  Launched in the city of Calcutta

13

Ebela launched in record time

12

3.5

Typical(time(takenglobally

Time(taken(for(Ebela

Time*taken*to*launch*a*newspaper

14

Key messages

15"

ABP is the foremost media group in India with a diverse mix of media assets

We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership

Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story

These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues

Important consumer insights through market research

“Newspapers are inconvenient to carry and

read on the go; and who has got the time to read so

much?”

“I am tired of reading only about politics; aren’t there

other topics to cover?”

“Newspapers are so boring! So much text! This age is of visuals”

“I get free news on the internet; why would I buy

a newspaper unless the price is attractive?”

“Newspapers are ‘old’; how can you ever market a newspaper to a

youngster?”

200 reader interviews

1000 people sampled in market research

10

different brands benchmarked 16

Consumer insights leading to 5 key success factors

“Newspapers are inconvenient to carry and read on the go; and who has got the time to read so

much?”

Convenient and smart tabloid format

1

17

Convenient and smart tabloid format

18

Traditional, boring broadsheet format New, exciting tabloid format

News in brief for a quick read

19

50-60 news capsules every day

Consumer insights leading to 5 key success factors

“Newspapers are inconvenient to carry and read on the go; and who has got the time to

read so much?” Convenient and smart tabloid format 1

“I am tired of reading only about politics in newspapers; aren’t there other topics to cover?”

Wide variety of content

2

20

Wide variety of content – International

8-10 pages of International news

21

Wide variety of content – Sports

8 pages of Sports 22

Wide variety of content - Entertainment

12 pages of entertainment pull out 23

Wide variety of content – Graphic novels

3 graphic novels 24

Wide variety of content – Celebrity connect

Celebrity interviews

25

Wide variety of content – Exclusive stories

Breaking sensational news

26

Wide variety of content – Culture and Literature

Culture and literature in Sunday special

27

Consumer insights leading to 5 key success factors

“Newspapers are inconvenient to carry and read on the go; and who has got the time to

read so much?” Convenient and smart tabloid format 1

“I am tired of reading only about politics in newspapers; aren’t there other topics to

cover?”

Wide variety of content 2

“Newspapers are so boring! So much text! This age is of

visuals”

Colourful and attractive visual presentation

3

28

Colourful and attractive visual presentation

29

Consumer insights leading to 5 key success factors

“Newspapers are inconvenient to carry and read on the go; and who has got the time to

read so much?” Convenient and smart tabloid format 1

“I am tired of reading only about politics in newspapers; aren’t there other topics to cover?”

Wide variety of content 2

“Newspapers are so boring! So much text! This age is of visuals”

Colourful and attractive visual presentation 3

“I get free news on the internet; why would I buy a newspaper unless the price is attractive?”

Value-for-money price point

4

30

Value-for-money price point

Price"(Rs)"

Pages"p

er"Rup

ee"

EI'SAMAY'

BARTAMAN'

AAJKAL' PRATIDIN'

ANANDABAZAR'PATRIKA'

KHABAR''365'DIN''EBELA'at'

cover'price'

Value-for-money price point

Price"(Rs)"

Pages"p

er"Rup

ee"

EBELA'–'with'an'aXracDve'subscripDon'scheme'''

EI'SAMAY'

BARTAMAN'

AAJKAL' PRATIDIN'

ANANDABAZAR'PATRIKA'

KHABAR''365'DIN''

Consumer insights leading to 5 key success factors

“Newspapers are inconvenient to carry and read on the go; and who has got the time to read so much?” Convenient and smart tabloid format 1

“I am tired of reading only about politics in newspapers; aren’t there other topics to cover?”

Wide variety of content 2

“Newspapers are so boring! So much text! This age is of visuals”

Colourful and attractive visual presentation 3

“I get free news on the internet; why would I buy a newspaper unless the price is attractive?”

Value-for-money price point 4

“Newspapers are “old”; how can you ever market a newspaper to a youngster?”

Innovative youthful marketing campaign

5

33

Innovative, youthful marketing campaign – video

34

Recap – 5 key success factors

Convenient and smart tabloid format 1

Wide variety of content 2

Colourful and attractive visual presentation 3

Value-for-money price point 4

Innovative youthful marketing campaign 5

35

Key messages

36"

ABP is the foremost media group in India with a diverse mix of media assets

We launched a youth-focused tabloid newspaper – Ebela – amidst a significant declining trend in language newspaper readership

Ebela was customized to suit the needs of the young generation. There are 5 key success factors behind the Ebela story

These factors have resulted in immense success for Ebela – in terms of circulation, readership and advertising revenues

Bengali Newspaper

Anandabazar Patrika [ABP Group�s Bengali daily]

Sangbad Pratidin [Competitive brand]

Aajkal [Competitive brand]

Calcutta circulation

7,04,492

1,31,965

67,999

Duration in play

90 years

20 years

31 years

Bartaman [Competitive brand] 2,12,154 28 years

Rank

1

4

5

3

Source : ABC Jul-Dec 2012 :: *Certified by Deloitte, Haskins & Sells, Period Nov 16-30

Ebela – already the 2nd largest Bengali daily in Calcutta in no time

3,03,000* 10 weeks 2

37

Strong youth readership

Source : Research study by IMRB India (a part of WPP group)

30% of EBELA

readers are below 30 years of

age; average for all other

Bengali newspapers is 20%

38

Youth engagement evident through Ebela�s Facebook popularity

150,000 Likes on Facebook Reach of over 5 million

39

Strong independent readership base

Source : Research study by IMRB India (a part of WPP group)

56% of EBELA readers are

non duplicated

with Anandabazar Patrika

40

Value for money appreciated by renowned brands

By advertising in EBELA

along with Anandabazar

Patrika, advertisers get

18% additional reach at

a nominal cost

41

Source : Research study by IMRB India (a part of WPP group)

Feedback from readers and advertisers - video

42

43