MEDIA KIT 2013 tabla!
CONT
ENTS
o About tabla! o Facts & Figures:
Readers Profile o Benefits to
Advertisers o Creative Options o Advertising Rates o Appendix
TAMIL MURASU ABOUT...
OVERVIEW A weekly English-language freesheet
Tabloid size
Available on Friday mornings
TARGET READERS High net worth Indian expatriates
Indian Singaporeans
Anyone interested in news and information on India
EDITORIAL – MAIN PAPER News from India Political, economic, stock market, property, business Singapore news Education, housing, transport, shopping, dining, business Entertainment Bollywood & Kollywood news, fashion Relax Movies, horoscope, puzzles, reviews Sports Cricket, tennis, F1, golf
LIFESTYLE & ENTERTAINMENT
Lifestyle and Entertainment Features
Education
Food
Fashion
Bollywood
Kollywood
Shopping
Health
A guide to the happenings in the Indian community
EXCLUSIVE FEATURE ARTICLES FROM INDIA
EXCLUSIVE FEATURE ARTICLES FROM INDIA (ENTERTAINMENT)
EXTENSIVE COVERAGE OF THE INDIAN COMMUNITY IN SINGAPORE
Exclusive column from the three main Indian international schools here
Food reviews of restaurants in Singapore
CRICKET COVERAGE Weekly column by Harsha Bhogle, the world’s most highly-rated TV cricket commentator.
READERS PROFILE FACTS & FIGURES...
YOUNG PMEBs
16%
8%
19%
11%
10%
8%
5%
14%
3%
5%
Professional
Snr Mgmt
Mid Mgmt
Executive
Bizman/ Self-employed
Other white collar
Technical/ Blue collar
Housewife
Student
Retiree
1%
12%
25% 29%
13%
20%
15 - 19 20 - 29 30 - 39 40 - 49 45 - 49 50 &above
66% are aged 20-49 64% are PMEBs (National: 28%)
Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
WELL EDUCATED; BETTER HOUSING
20%
44%
7%
25%
4% 1%
HDB (1-3)Room
HDB 4/5Room
Executive/HUDC
Pte Appt/Condo
Landed Others
64% have received tertiary education (National: 23%)
80% live in HDB 4rm+ or private housing
1%
32%
32%
17%
17%
Others
Postgraduate
Graduate
Diploma
"A" Level or below
Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
HIGH INCOME EARNERS
9%
13%
22%
28% 29%
< S$1,000 S$1,000 -2,999
S$3,000 -5,999
S$6,000 -9,999
S$10,000+
2%
27%
34%
18% 18%
< S$1,000 S$1,000 -2,999
S$3,000 -5,999
S$6,000 -9,999
S$10,000+
Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
tabla! readers are affluent …
Median Personal Income: $4,777 (National median: $2,440)
Median Household Income: $6,964 (National median: $4,820)
LONGER READING TIME THAN OTHER FREESHEETS
Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
87% of readers spend at least 15 minutes reading tabla! The median reading time is 27 minutes
1.6%
11% 44% 43%
Less than 10 minutes 10-14 minutes 15-29 minutes 30 minutes or longer
87%
STRATEGY DISTRIBUTION
WHERE TO GET A COPY? • Distribution points
o Convenience stores (7-11/Shell) island-wide o Companies and banks with high number of Indian
employees o Restaurants o Condos with a high population of Indian residents o Indian expatriate schools o Sports and Recreation clubs o Airlines, lounges at Changi Airport
• Home delivery $24 for 52 issues
DISTRIBUTION OVERVIEW Total Print 30,000 Labelled Copies
Households (targeted condominiums) 5,700
Distribution Points
Convenience Stores (7-11/Shell) 10,200
Airlines & Airport Lounges 1,400
Restaurants 2,200
Offices & Banks 6,200
Associations & Clubs 1,100
Educational Institutions 3,200
ADVERTISERS BENEFITS TO
STRONG RESPONSE TO ADS
41%
42%
48%
52%
53%
57%
60%
Recommended it to someone
Attended the event*
Contacted the advertiser for more info
Bought the product/service
Discussed it with someone
Referred the ad to someone
Visited the shop / retailer
*Events: roadshow, seminar, exhibition etc
Actions Triggered by Advertising
Base: Readers who ever responded to ads in tabla! (N=281) Source: tabla! Readers’ Survey 2012 by SPH RAPD
POTENTIAL FOR CONVERSION
DBS/POSB are popular among tabla! readers with 88% using its services. Other banks popular with this audience include OCBC (34%), Citibank (29%), and HSBC (13%).
Banks currently being used
Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
8%
1.4%
5%
8%
9%
11%
13%
29%
34%
88%
Others
The Royal Bank of…
Standard Chartered
UOB
ANZ Bank
State Bank of India
HSBC
Citibank
OCBC
DBS/POSB
83% OWN A CREDIT CARD
26%
27%
36%
46%
67%
HSBC
Standard Chartered
OCBC
Citibank
DBS/POSB
Most readers holds credit cards issued by the banks they use. Top is DBS/POSB (67%), followed by Citibank (46%) and OCBC (36%).
No. of Credit Cards owned
6 or more: 14%
4 – 5: 16%
2 - 3: 36%
1: 18%
None: 17%
Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
Base: Readers who have credit cards (N=422) Source: tabla! Readers’ Survey 2012 by SPH RAPD
Issuing Banks of credit cards owned – Top 5
PERSONAL INVESTMENTS
14%
15%
29%
36%
40%
Foreign Currency
Bonds / Securities
Unit Trust / Mutual Funds
Property
Stocks / Shares
4 out of 10 tabla! readers invest in Stocks/Shares or Property.
Choice of Investment
Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
CHOICE OF SUPERMARKETS
FairPrice is the most frequently visited (86%) supermarket by tabla! readers.
Grocery shopping
Base: Readers who go grocery shopping , n=507) Source: tabla! Readers’ Survey 2012 by SPH RAPD
6%
3%
11%
20%
32%
33%
33%
67%
86%
Others
Sheng Siong
Carrefour
Market Place
Shop N Save
Cold Storage
Giant
Mustafa
NTUC Fairprice
SHOPPING
19%
26%
37%
44%
51%
87%
Telecom Shops
Fashion Boutiques
Book Stores
Elec & Furniture Stores
Pharmacies
Dept Stores
Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
Outlets shopped Past Month National
41%
17%
5%
14%
11%
NA
91% MADE LEISURE TRIPS IN THE LAST 12 MONTHS
No. of leisure trips by air made in last 12 months
6 or more: 3%
3 – 5: 27%
1 – 2: 61%
None: 9%
Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
0.2%
3%
2%
3%
7%
8%
11%
30%
35%
No preference
Others
Indigo
Air Asia
Air India
Silkair
Tiger Airways
Singapore Airlines
Jet Airways
Base: Readers who make air travels (N=506) Source: tabla! Readers’ Survey 2012 by SPH RAPD
Airlines preferred
93% OWN A MOBILE PHONE
Base: Readers who own mobile phones (N=498) Source: tabla! Readers’ Survey 2012 by SPH RAPD
Brands of mobile phone(s) owned
50%
44%
28%
13%
12%
8%
6%
5%
0.4%
Nokia
Apple
Samsung
Sony / Sony Ericsson
Blackberry
HTC
LG
Motorola
Others
34% OWN A CAR
33%
17%
15%
13%
7%
7%
6%
5%
4%
4%
Toyota
Nissan
Honda
Hyundai
BMW
Mercedes Benz
Mazda
Subaru
Kia
Mitsubishi
Base: Readers who own a car (N=175) Source: tabla! Readers’ Survey 2012 by SPH RAPD
Base: Current readers (N=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
Top 10 Brand of Cars owned Car Ownership
Yes, 34%
No, 66%
READY BUYERS
Base: Current readers (N=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD
Intention to buy (next 6 months)
2%
4%
6%
9%
10%
14%
16%
21%
26%
28%
Others
MP3 Player/iPod
Spa Package
Gym/Club membership
Car
Digital Camera
Desktop/Laptop
Property
Mobile Tablet
Mobile Phone
CREATIVE OPTIONS
WRAPS
RATES ADVERTISING
Base Rate (per column cm) $7.60
Colour Surcharge
Full-Colour $2,000
2-Spot $1,200
1-Spot $1,000
Premiums
Page 2 20%
Page 3 / Page 5 30%
Page 7 / Page 9 20%
Page 4 / Page 6 10%
News Right 10%
Centrespread 20%
Back Page 50%
Specified Positions / Creative Buys
Specified Section/Page 10%
Odd Shape 25%
Odd Size 25%
Solus Position 60% of page cost or actual size, whichever is higher
Creative Buy 70% of page cost or actual size, whichever is higher
Fixed Rates
Front Page (8cm x 6col) $2,700
Sponsored Copy $22,000
THANK YOU