Discussion in 'Members Corner' started by plugwater, Jan 29, 2012.
TOI's ad for chennai edition
The Hindu's reply to TOI's ad.
How TOI woke up The Hindu | Forbes India Blog
Hindu suits me very well!!!
Far more reliable info on current affairs and Military based articles!!!
Bloody Brilliant.. MOAR
Ah competition. Tell me about it!!
anyone seen toi in delhi ? for past week they are giving whole front page as ad...ive stopped reading it.
hindu seems better.
Hindu is the Best.
Its best both in terms of news quality and the standard of English.
The only time I did not like to read Hindu was around the time of Eelam war 4 in 2008-2009.
The CHindu would be far better if it stopped being the mouthpiece of the Communist Party of China..but then it would be like expecting a fish to stop living in water or a mosquito to stop sucking blood..
I find Deccan Herald to be far more agreeable than most newspapers. The articles may not be scholarly, but the objectivity is surely far more palpable than CHindu and TOIlet.
With Siddharth Varadarajan as the new editor, maybe they'll shift away from China, but SV is still a leftist.
Superb ad !!
If one owants to learn our Banana republic they have to read hindu.If one wants to see big tits and soft porn go for TOILet
Ed Space | Staying Ahead Of The Times - Views on Hindu vs Times of India
Ed Space | Staying Ahead Of The Times - Views
Few ads I have seen in recent times have made me feel as good as the new ones for The Hindu, where the paper takes on The Times of India.
For those who havenâ€™t seen the ads (there are three), they show an invisible questioner posing questions to some young people (executives and college students). None of them seem to know the full form of ATM, or the identity of Ratan Tataâ€™s successor (one young man says: â€œHis sonâ€¦ Mukesh Ambaniâ€), or the name of Ramâ€™s father ( â€œI havenâ€™t seen Ramayan,â€ says a young lady). Yet, all know the nickname of actor Hrithik Roshan, the gender of Aishwaryaâ€™s baby, and the identity of the Bollywood actress with a size zero figure. The questioner then asks the young people which newspaper they read, and while their answers are beeped out, their lip movement leaves little to the imagination. Nor does the punch line: â€œStay ahead of the times.â€
One reason why I like the ads (and I will be honest about this) is editorial hubris. I see The Hindu as a paper that, like Mint, is fighting the good fight.
Another is the aggression on display. For too long, the Mahavishnu of Mount Road has played safe and it is good to see the paper becoming aggressive about what it does and, more tellingly, what it thinks of The Times of Indiaâ€™s style of journalism.
This kind of aggression may be a little late in coming. The Times of India has, over the past few years, become a good read and, perhaps driven by the realization that Page 1 of the countryâ€™s most-read English newspaper needs to reflect the sentiments of the English-speaking middle class, the daily has adopted an anti-corruption and anti-government stance that seems to have worked.
Still, the subtext of The Hinduâ€™s ads arenâ€™t out of place because there are times when The Times does inexplicable things: like the Page 1 plugs it carried for a New Delhi-based wellness centre and which the Times groupâ€™s CEO Ravi Dhariwal defended, in a comment to WSJ.com, as not being â€œâ€¦an advt/advertorialâ€ for the centre which, it emerged, was fully owned by the Times group. â€œNo money has been charged for it.
We do cover our in-house activities/events/launches in a similar manner.â€ The Page 1 plugs, which also appeared in The Economic Times, did not carry any disclosure that the wellness centre was owned by the Times group.
1. My first job in journalism was at The Hindu Business Line, published by Kasturi & Sons Ltd, which also publishes The Hindu, and since I didnâ€™t go to J-school, it wouldnâ€™t be entirely inaccurate to say that I learnt a lot of my journalism in a quiet corner of Mount Road.
2. The Times of India competes with The Hindustan Times, published by HT Media Ltd, which also publishes Mint. The Economic Times, another fine paper published by the Times group, competes with Mint.)
Anyway, I digress. This column isnâ€™t about HT Media. Nor is it about the Times group. It is about The Hindu. I hope the ads arenâ€™t a late response to The Times of Indiaâ€™s excellent ad for its Chennai edition. (For those who havenâ€™t seen this ad, which was released last year, it shows a young man in a dhoti and white shirt sleeping his way through various happenings. A newspaper (The Hindu) is always in the frame. The punchline: â€œStuck with news that puts you to sleep? Wake up to The Times of Indiaâ€.) Instead, and because there are three ads (which, I must stress, are artfully scripted), I hope the aggression displayed by The Hindu reflects a more fundamental change in how the paper, and the company behind it, will react to competition.
The ads also come at a time when The Hindu has a new editorial and business team in place. I know from my own experience that a new editor, even if he is hand-picked by the old one, will, even as he keeps the core of the paper intact, try new things and experiment in an attempt to put his own stamp on the paper, and that can only help its cause.
Ed Space | Staying ahead of the times - Views - livemint.com
A Second Dive Into The Hindu Vs TOI War Of TV Commercials
Much has been written â€“ and, doubtless, much more will be written, about the new campaign for The Hindu, which takes The Times of India head on.
The overriding sentiment is captured by the editor of The Mint, R Sukumar, who editorialised, â€œOne reason why I like the ads (and I will be honest about this) is editorial hubris. I see The Hindu as a paper that, like Mint, is fighting the good fight. Another is the aggression on display. For too long, the Mahavishnu of Mount Road has played safe and it is good to see the paper becoming aggressive about what it does and, more tellingly, what it thinks of The Times of Indiaâ€™s style of journalism.â€
Immediately after, Sukumar writes: â€œThis kind of aggression may be a little late in coming. The Times of India has, over the past few years, become a good read and, perhaps driven by the realisation that Page 1 of the countryâ€™s most-read English newspaper needs to reflect the sentiments of the English-speaking middle class, the daily has adopted an anti-corruption and anti-government stance that seems to have worked.â€
You can read the entire edit here.
A screengrab of The Hindu commercial from YouTube.
The campaign thought â€“ and, perhaps, the seeming popular approval of the campaign â€“ is rooted in the â€˜good fightâ€™ and consumers finding it â€˜good to see the paper becoming aggressiveâ€™. A glance at the comments to my piece on Friday will give you an idea.
There are two dangerous assumptions that The Hinduâ€™s campaign makes: first, that The Times of India is not what consumers want and, second, that consumers want a good newspaper â€“ as defined by The Hinduâ€™s campaign. A newspaper that knows what you â€˜need â€˜ to know.
It was not many years ago when DNA launched in Mumbai, confident and brash, in the belief that The Times of India was a newspaper that consumers were just putting up with, and, therefore, consumers would lap up a â€˜goodâ€™ alternative in the form of DNA. In the case of DNA, it was a spanking new paper, with nothing to build on. History tells us how misplaced that notion was.
In the case of The Hindu, rather than tell consumers what The Times of India was as opposed to what The Hindu is and what The Hindu stands for, is a poor idea. (For almost the entire duration of the TVCs you are cued on The Times of India, especially when you see the TVCs a second time around). There was always the opportunity to make The Hinduâ€™s readers feel better about themselves and their decision to stick to their commitment to the paper.
The chosen route for the current campaign is more a tactical campaign, reacting to The Times of Indiaâ€™s campaign, as opposed to a corporate campaign, which is perhaps what the paper sorely needed.
There are many who will feel, as Sukumar does, â€˜goodâ€™ about The Hindu campaign â€“ and that should not lull The Hindu into complacency. The battle with The Times of India will not be won by clever or pretty advertising, and, to my mind, this campaign is money down the drain. What the situation demands is strategic thinking on all fronts â€“ content, circulation, advertising sales and marketing â€“ which requires focus on the consumer.
This campaign focuses on the enemy. If there is any consumer focus in the campaign, itâ€™s focusing on The Times of Indiaâ€™s consumer, not The Hinduâ€™s.
The comparative nature of the campaign, too, is questionable, as the assumption is that The Times of Indiaâ€™s content focuses on the irrelevant and the less than relevant. The ToIâ€™s acceptance â€“ as also the content of any newspaper â€“ is measureable, sadly, only by circulation and advertising sales figures â€“ and good newspapers do not necessarily win battles over bad.
Otherwise, Mint ought to be, as far as public perception is concerned, leagues ahead of The Economic Times.
What The Times of India and The Economic Times do is to provide a width of content â€“ often bordering on trivia â€“ that allows readers to be in the conversation, in any conversation. And that includes knowing whether Aishwarya Rai Bachchanâ€™s newborn baby is a boy or a girl.
Itâ€™s a girl. I know, because I read The Times of India.
A second dive into the Hindu vs TOI war of TV commercials | Firstpost
Stopped reading TOI a long time back. Shifted to Indian Express, in my opinion one of the best news papers in the country and with a editor like Shekhar Gupta, it is a pleasure to read the editorial columns and specially SGs special Op-ed on Saturday.
TOI has gone to the dogs, being a lappy of the G family and serving half baked sensational news. The only other paper with a lower rating than TOI IMO is the Hindustan Times. Both these papers are not even good for use as a Toilet Paper.
Separate names with a comma.