Mumbai Story Retold

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Mumbai Story Re-told!
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Mumbai MirrorA key contributor to the growth in
Mumbai
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Mumbai Mirror

• The second largest read English daily in Mumbai
• Close to 56 readers in SEC A
• Currently sells close to 3 lakh copies
  independently on stands
• Packaged in a contemporary, new generation
  Compact format
• Internationally the number of titles in Compact
  format has grown
• Europe has 33 titles, North America Cannada 5
  titles, Asia Oceania 4 titles in Compact
• Leading International English morning titles like
  The Independent (UK), The Times London, The
  Scotsman (UK), Moscow Times, Kyiv Post (Ukraine),
  The Financial (Georgia), The Courier Mail
  (Australia) are available in the above format
• The brand introduced with a strategic intent to
  widen the appeal and consumption of Times
  Group brands within a household an objective
  well achieved
• Mumbai Mirror has, today, aggregated its own set
  of core readers

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Mumbai Mirror has more regular readers than
DNAThe brand Mumbai Mirror has been well
accepted and despite competition has seen a
significant growth over previous
roundIntroduction of MM within TOI hhs was done
with an intent to enhance appeal of Times Group,
and some reconfiguration of readership was
expected. After initial settling, the readership
of TOI has been stable since 07 R1
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Mumbai Mirror has grown at more than double the
rate of DNA over previous periodAlso, MM has
added more than twice the readers than that by DNA
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Further, Mumbai Mirror has grown above average in
both the relevant segments, SEC A and SEC AB
adding significant numbers hereDNA on the other
hand, shows a decline in the SEC A segment and a
below average growth in SEC AB where are the
relevant readers?
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The rate of growth of DNA has consistently
declined up-to 08 R1The current rate of growth
of DNA is much below the initial launch period
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The rate of growth of MM across all relevant
segments is much above DNA and also above its own
overall growth implying a higher gain of
readership in relevant segmentsThe growth of
DNA , besides being below MM is also below its
own overall growth across all relevant segments
(except one)
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Mumbai Mirror has shown the maximum growth in the
western suburbs of Mumbai. Further, the growth in
New Bombay has been on par with the overall
growth. This further strengthens the relevance of
MM
Growth 08 R2 ov 08 R1
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Mumbai Mirror and DNA were introduced during the
same time

• Are they serving a similar set of audience ?

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Mumbai Mirror readers are relatively more health
conscious - thereby appropriate audience for
any health related brand
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Mumbai Mirror readers are relatively more
involved with the newspaper They are interested
in finance and have a fairly good understanding
of money and love to spend the same
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Mumbai Mirror reader is keen to invest in brands
that too the best known brands. MM reader
responds to advertising. Is technology savvy is
quite interested in buying through the net
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Mumbai Mirror reader is conscious about self ,
likes to be well groomed and is willing to invest
in himself/herself
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Mumbai Mirror reader is relatively more
adventurous and is willing to experiment with new
/ off beat destinations
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Mumbai Mirror is relatively evolvedwhile on one
hand he/she is keen on new gadgets and
appliances, he/she is also highly concerned about
the environment. Ideal consumer for green
product categories will be willing to spend
more for environmental friendly brands
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Given That DNA largely serves the language homes
in Mumbai

• can it therefore substitute the language brands
  in a plan?

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Maharashtra Times delivers a much higher
incremental reach as compared to DNA when added
to TOI. On further adding NBT, the incremental
reach delivered is more than twice than that of
DNA
ALL ADULTS
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Also in the relatively higher SEC, the
incremental reach delivered by MT is much higher
than DNA and more than doubles on adding NBT
25 years, SEC AB
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Mirror Never Lies

• And you had just taken the DNA Test