I have been thoroughly amused with all the pre-launch sermons being bandied around at recent media conferences and social platforms and thought it apt to share my views beyond the four walls of my room…
Yes, I am referring to the one and only Arnab Goswami and his Republic…
Interestingly he has dismissed competition even before he has gone live with his new baby; news television begins and ends with Republic, forming his core message. Quite typical of the man; In your face, when there is little to be discussed or debated. Reeking confidence is recommended, yet underestimating your competition isn’t particularly sensible, or could be termed foolhardy. But then, he is Arnab and quintessentially the rest of the world is of no consequence, is it?
Interestingly, this seems to be the same flavour of emotion in Amchi Pune too…
HT is gearing up for their edition launch and the existing leader TOI is far from perturbed, or so it seems. HT has of course done little to worry them in Mumbai so this lackadaisical attitude is normal but Pune is one market that can throw up some very severe surprises.
Even the mighty Sakal lost considerable ground ( #marketsources ) to challenger Lokmat over the past year; something that could never have been imagined in the groups once enviable history.
For the record, I call it complacency.
What is obviously being ignored, is that the bulk of TOI’s core audience is the second generation Maharashtrian household. Interestingly within this majority, the TOI isn’t the ‘first pick up’ ( first read ) and Sakal and Lokmat rule the roost. The English audience is further made up of the new entrants, floaters and geeks who account for a sizeable circulation number.
This is where HT is likely to find a niche if they’re smart enough to read this audience’ pulse. A strong #2 is good enough to move considerable advertising out of the leaders in this market. Sakal is evidently seeing a huge advertising void with volumes conspicuous by its absence. TOI has rates that can parallel rest estate prices in Dubai and hence all this market needs is a strong contender who will sell anything between 50-75000 copies/daily.
This in itself can be highly detrimental to the existing so-called firmly entrenched brands in our city.
From what I gather, the head honchos at TOI do not even recognise HT as a threat; Am told even the content is assumed to be poorly led, insipid and the HT hires are not a patch on their prowess. Well, It’s a different matter that, the current edition of TOI ( Pune ) is conspicuous with glaring typos besides the lack of any local meaty stories.
In fact, quite recently I enquired as to whether TOI Pune had editors at the helm any longer or was it run by hi-tech Bots. Obviously, my remarks weren’t particularly appreciated but that’s ok. I have spent enough years in this business to be able to separate the wheat from the chaff.
Somewhere in the midst of all this madness, I call Media, there is this uncanny feeling that ‘Republic’ isn’t going to find life as easy as Arnab makes it out to be. Success in media is far from ruled by its content quality or prowess only. If this were the case, several hundred newspapers and magazines across the world would still exist…
Media and advertising are exceedingly clannish when it comes to such situations and no amount of cacophony or theatrics can bring in the revenues. It takes established networks to do this. Yes, Content is King and will be, but advertisers ask for more than just great content. They look for familiar names and demand pricing that is nothing short of bargaining for a sack of onions.
No earth shattering changes happen overnight in the media planning and buying sector. To add to this is the might of the groups Arnab has taken on quite nonchalantly. Well, I guess that is obvious, considering his grouse with Times TV and their style of functioning.
What he has probably forgotten is the sheer money power they bring to the table.
It’s tough to ignore a 1000 billboards/ hoardings across the country e.g., that will scream Times Now tackling which would need very deep pockets. Typically TOI would do a blitzkrieg like this if I were them. Scream from the rooftops and make even commercial space unavailable to Republic in the process. Yes, Republic is backed by media veterans and seasoned investors but have they fought a market battle with an enraged TOI?
Deep pockets and sharp thinking are an imminent need. And in this business, finally, it’s all about who has a fatter wallet. Attracting talent, retaining, moving, poaching, marketing, branding, re-branding and distribution all warrant huge coffers today.
If I were Republic, I would lie low and do my bit quietly rather than shouting from the rooftops before testing waters in the marketplace.
But you can’t blame Arnab… He is a journalist and his theatrics were not designed for fighting market wars that spew venom across towns and cities.
I for one, just love watching these case studies getting meatier by the day. Truly orgasmic, and for the rest, my good wishes. May the best man win. Amen.
All views expressed in this column are the authors. Images used if any are purely for representation.
Jd also consults in Consumer Neuroscience and Neuromarketing, both of which are integral to his brand interventions.
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