launch of a tabloid
TRANSCRIPT
-
7/31/2019 Launch of a Tabloid
1/28
-
7/31/2019 Launch of a Tabloid
2/28
You and Youth. . . . The changing face
-
7/31/2019 Launch of a Tabloid
3/28
About You and Youth You and Youth is an evening tabloid, printed in English
language, which is basically meant for young people.
The GEN-Y of the nation is not aware of many things of oursystem and hence this is an attempt to indulge them into
reading newspapers and creating awareness through it. You and youth is evening daily, hence the targeted audience
can read the newspaper in the evening after college or work.
It is reader friendly tabloid with all what a young mind wantsto read.
It will deal in various spectrums like careers, work and lifebalances.
You and youth will also speculate readers related to youth likeparents, teachers etc. , which can turn out to be huge market.
-
7/31/2019 Launch of a Tabloid
4/28
Why You and Youth
In a country where 65% of the population is below the age of 35, asper the latest Census, for them there is only one online newspaperthat is YOUTH KI AWAAZ.
Youngsters in India are supposed to be the biggest market , that isdeclined.
Youth of a country is said Face of that country, hence we are givingan opportunity to them to change the face of the nation.
We can be voice of the unheard youth community that fails to reachout to a mass audience when they raise their voices.
We help them reach out to other like-minded people, to work on
constructive solutions for global concerns by making best use ofsocial media tool and journalism skills mobilizing and engagingyoung people in participatory and collaborative journalism.
We combine the dynamism of the youth with the power ofjournalism to create a thought provoking awareness.
-
7/31/2019 Launch of a Tabloid
5/28
Content of You and Youth
Social Disorder and corruption
Education and Career
Youth Affairs
Political system
Laws and rights Travel
Sports
Work - Life balance
Entertainment and parties
Janta bol (column for common people to write about their problems)
Rural India
Women issues
Photogiri (page or column where they can share their pictures)
-
7/31/2019 Launch of a Tabloid
6/28
-
7/31/2019 Launch of a Tabloid
7/28
Market Survey
-
7/31/2019 Launch of a Tabloid
8/28
Demographics -Area
We will first launch the tabloid in Mumbai andafter retrieving the cost incurred andadditional 25-30 marginal profit in estimated
time duration of one year, we will propose theplan the launching in other metros also.
As per Census 2011, the population of
Mumbai is approx. 92,26,956. Out of whichwe have a pair of eye balls around 53,51,055in our target zone.
-
7/31/2019 Launch of a Tabloid
9/28
Distribution & Circulation
Though the figure in the previous slides were vast,nevertheless we will target the figure but to beginwith we are planning to have a circulation of around
100000 copies for Mumbai- sub urban for first 3 -6month
If the marketing strategies work then we will expandour offices to Thane and Navi Mumbai with 50000-
100000 copies As this is an evening tabloid, hence the expected
time for You and youth to reach readers home
should be 5.00pm to 7.00 pm
-
7/31/2019 Launch of a Tabloid
10/28
Prime Competitors
Times of India groups Mumbai Mirror- 31.4lacs
Hindustan Times- 11.4 lacs
Indian Express - 3.5 lacs
Mid Day- 2 lacs
These are a few English newspaperthat hold the major chunk of circulation.
Source- http://www.indiaclassifieds.com/printmedia_circulation.asp
-
7/31/2019 Launch of a Tabloid
11/28
-
7/31/2019 Launch of a Tabloid
12/28
Registration and other norms
Title Verification
Title Registration; Declaration
Ownership Statement
Ownership Change
Annual Statement
Foreign Direct Investment
Import of Printing Machinery/Newsprint
Daily press newspapers
Exemption under FCRA; Return for Imported Newsprint No Foreign Tie-up Affidavit and Indigenous Newsprint.
Click on http://rni.nic.in/forms.asp to view links to the details of each of
the forms.
Also click on http://rni.nic.in/stapap.asp for instructions on how to start a
newspaper
http://rni.nic.in/forms.asphttp://rni.nic.in/stapap.asphttp://rni.nic.in/stapap.asphttp://rni.nic.in/forms.asp -
7/31/2019 Launch of a Tabloid
13/28
Pricing Strategy
The cost of a newspaper is determined byfollowing sources:
- Production cost- Administration & Management cost
- Marketing cost
- Distribution Cost
-
7/31/2019 Launch of a Tabloid
14/28
Price of You and Youth
The cost of a tabloid would be Rs 5/-
Anything beyond this amount, the targetedsegment of reader would not prefer to invest inthe initial stages of product launch.
We will have to run various attractive offers as
- Yearly subscription at Rs 1200
- Special gifts for people taking subscription
for more than 3 months- Various quizzes and prizes for different activity
- 10 % on taking 3 month subscription
- 25 % on taking 6 month subscription
-
7/31/2019 Launch of a Tabloid
15/28
Production cost
Expenses Estimated Cost
Machinery and other
equipments 1,20,00,000
Paper and ink (For 6 months)
{360 * 20000}+{360*5500} 90,00,000
Cost of premises/Rent of
premises(around 5000 sq feet
for 6 months)
9,00,000
Labor cost (for 6 months) 3,00,000
Misc expenses 1,00,000
Total2,23,00,000
-
7/31/2019 Launch of a Tabloid
16/28
-
7/31/2019 Launch of a Tabloid
17/28
Marketing Strategy
We will run a campaign for promoting our newspaper by going tovarious colleges and Junior colleges, offices and BPOs anddistributing free copies
We will also selling free copies to students/ working people neartheir workplaces
Conducting seminars about You and Youth and other Youth
campaign and presenting our newspaper as a youth symbol forenthusiasm and zeal.
Promoting our newspaper through various youth organizations likeYuva Bharati, Yuva chetna etc
Through banners , hoardings and advertising by different places likelocal trains
Conducting social campaign like a marathon or a cycle rallies
Designing a good advertising campaign by some agency.
Promoting You and youth through various Social networking sites
Organizing an event for promotion and launch of the newspaper
-
7/31/2019 Launch of a Tabloid
18/28
Marketing Cost
Advertising campaign -50,00,000
Event -50,00,000
Social campaigns and seminar - 25,00,000
Total -1,25,00,000(approx)
-
7/31/2019 Launch of a Tabloid
19/28
Distribution Strategy
Special privileges and additional discounts to be
given to distributing agents taking more copies.
Gifts and incentives to be given to hawkers who
derives more sale.
Tie up with various local bookstores and library
along with big names like Odyssey, Crossword, I
read etc. Effective circulation system to be functioned
where time quotient is involved.
-
7/31/2019 Launch of a Tabloid
20/28
Distribution Cost
Expenses Estimated Cost
Wages 18,00,000
Overhead expenses 50,000
Gifts and prizes 1,50,000
Branding with bookstores 1,50,000
Agents commission 50,000
Additional incentives to hawkers 50,000
Total 22,50,000
-
7/31/2019 Launch of a Tabloid
21/28
Budget
Expenses Cost
Production Cost 2,23,00,000
Management & Administration Cost 14,30,000
Marketing Cost 1,25,00,000
Distribution Cost 22,50,000
Total 3,74,30,000
-
7/31/2019 Launch of a Tabloid
22/28
Sources of Revenue
Personal Funds
Bank Loan
Circulation Sponsorship of various product
Revenue from Advertisements
With expected circulation we are expectingaround atleast 60000-70000 copies to sell that
will give us estimated Rs 3,00,000- 3,50,000
-
7/31/2019 Launch of a Tabloid
23/28
Advertisement Cost
Size Cost
Full front page adv 30,000
Half front page adv 20,000
Adv in inside pages (per sq inch) 250Classified 150
Front page (per sq inch) 800
We will offer various packages to avail bulk advertisement offer.
We will give 15% discounts for 3 advertisements, 20 % for 5 advertisements and
30 % for more than 8 advertisements
-
7/31/2019 Launch of a Tabloid
24/28
Sales Forecast
0
20
40
60
80
100
Chart Title
advertisement circulation sponsorships
stall sale complimentarycopy
-
7/31/2019 Launch of a Tabloid
25/28
Profit
In the first year we might not forecast about
profit as we are still making market for us.
We need to have working capital for atleast 6
months to survive in the race.
Working capital comprises of administrative
cost, production cost(excluding the purchase
of machinery), management and distribution
cost.
-
7/31/2019 Launch of a Tabloid
26/28
Break-even Point
The targeted circulation for 1 year is 1,00,000readers
After 1 year our aim will be 1,50,000 readers
The rates of advertisement will increase with theaccentuated circulatory figures and goodwill ofthe company
We aim to reduce the cost of production by
strategic planning and techniques in coming year.
We plan to reach our break even point in 3 -4years.
-
7/31/2019 Launch of a Tabloid
27/28
-
7/31/2019 Launch of a Tabloid
28/28
Thank You