Metro rail could give a fresh lease of life to Delhi’s eveningers

For Mumbaikars, a ‘Mid-Day’ or a ‘Mumbai Mirror’ is a good way of whiling away the time while commuting by local trains. In fact, the commuters look for light reading, which these tabloids provide in plenty.

Delhi has quite a few eveningers or tabloids, too, such as ‘Today’, ‘Mid-Day’ and ‘Sandhya Times’, but the market has never been particularly lively for these publications. While ‘Today’ claims to sell around 65,000 copies on weekdays, ‘Mid-Day’ claims a circulation of around 70,000 copies. One reason for this is that most people in Delhi generally drive back home.

But there could be a change in the scenario with the advent of the Delhi Metro. Since the Metro’s launch in July, official figures put the average number of commuters at 2.7 lakhs daily. This figure is expected to increase as the Metro expands geographically. Currently, the Metro covers around 5 per cent of Delhi.

Even close watchers of the industry such as Prasun Kumar, media group head, Madison Media, agree that increase in the usage of public transport such as the Delhi Metro could result in growth for the eveningers or tabloids. He expects the circulation of eveningers to increase by 25-30 per cent in the next few months.

However, Kumar also says that Delhi’s eveningers lack clear branding and positioning. The readers know why they have to read a ‘TOI’ or an ‘HT’ in the morning; similarly, they should also feel the need to read an eveninger. “It’s the publications that will have to educate and promote this concept among the commuters,” he says.

Debraj Tripathy, general manager, Maxus, Delhi, says, “Distribution will play a key role in the growth of eveningers in Delhi. The publications also need to identify strategic nodal points to distribute the tabloids.”

‘Today’ has already identified 19 locations near the Delhi Metro to install vending machines.

However, media planners such as Alok Sanwal, investment director, Group M, feel that it will take at least two years for the eveningers to get a strong hold over the market. He says, “The eveningers will grow, but not overnight.”

Sanwal adds, “Availability of the eveningers at major junctions is necessary to get the desired numbers. It will also reach the commuters better if the paper is available at some of the exit points of offices.”

He points out that the eveningers lack definite positioning. They have to build their core positioning and present a clear character and tone.

Another Delhi-based media planner says, “Worldwide, tabloids rely on yellow journalism. One sensational story could increase the sales of these tabloids, and Delhi’s eveningers need many more such stories.”

© 2005 agencyfaqs!