Bangalore newspapers aim to net young readers
By Leah McBride Mensching, Wednesday 13 August 2008 at 18:11 :: Young Reader :: #2094 :: rss
Bangalore newspapers The Deccan Chronicle, DNA India and The New Indian Express are all making a new push to target young readers, Exchange4media reported Wednesday.
Youth “need to be caught when they are in their late teens or as young adults before they enter the corporate world,” said PR Satheesh, COO of Tag Media Network.
DNA's latest ad campaign shows young men and women, with the caption “I believe in Bangalore – because Bangalore is in my DNA.” The Deccan Chronicle features the tagline “For young minds,” and The New Indian Express also features a young reader in its ads.
“Today’s youth, especially in Bangalore with its mushrooming ITES industry, has a disposable income earlier in their lives than the older generations, hence, the ‘Catch ‘em young and watch 'em grow’ philosophy of the newspapers,” Sudha Natajan, COO and joint president of Lintas Media Group, told Exchange4media.
As the youngest nation in the world, India is ripe for growing a new generation of newspaper readers. The latest ad campaigns “signal recognition of youth power and growing youth activism in the area of bringing social change. Youth are keen to express their opinions and points of view on various issues, and they are interacting with various media to do this,” Rajesh Gangwani, senior vice president of ad group JWT, which worked on Times of India ad campaign, told Exchange4media. “There is also evidence of a trend of youth going back to reading, gauging by the plethora of niche magazines launched across varied subjects or the popularity of Indian fiction from young novelists.”
Currently, 68 percent of populations in Bangalore and Mumbai are made up by people ages 12 to 39, Exchange4media reported.
Comments
No comment.
Post comment