Hearing the name of Hindu news paper evokes respect and brings to our mind the picture of a grand old man sharing wisdom in its grammatical best. ‘Thou shall read the Hindu Editorial” was the first commandment of the English teacher at school, which had to be religiously followed. Of late the grand old man was facing a series of challenges in his own bastion Chennai from the young and handsome Times of India. The doomsayers predicted The Hindu to die a natural death. But the grand old man struck back taking Times of India to the cleaners.
It all began with the Times of India’s Chennai specific ad that called on the Chennaites to shun the news paper (The Hindu) that puts them to sleep and ‘wake up’ to times of India.
The grand old Hindu was struck by the innovative advertising tactics of the young Times of India. But they say wisdom outsmarts knowledge. What followed was a series of advertisements from The Hindu doing irreparable damage to the Times of India with the tag line ‘Stay ahead of Times’!. If ToI ad was chennai specific, the Hindu ad went beyond the boundaries and has an all India effect. This is how The Hindu retaliated:
Followed by:
Then came:
The Print ads too were sharp and specific:
This is how Times of India Responded!
(The author is on twitter as
@jeffshawn)
Th e Hindu Ads feature and mock the ideal Target Group for advertisers of consumer products. It is an amazing ad to promote the Times of India.as an ideal advertising medium to reach this demographic segment.
These guys are the type who Google the questions they were asked for answers. They look to the web for info and yet read the TOI for entertainment -fantastic!
Posted by Svengali | January 28, 2012, 6:48 PMCan someone give me the dates on which these print ads came out? I want check out the ads in print myself.
Posted by Mickey | January 28, 2012, 8:32 PMTOI don’t mess with THE HINDU. Too Good Advt – message for young Indian.
Posted by Vijula S | January 28, 2012, 11:04 PMHindu still remains a stiff-necked newspaper…despite the fine counter – ads and Times still remains a Page 3 crap, ones that u could use for baby crap. Hindu remains a collectors pride..Perhaps a bit more of each other would do any harm to either …and do well for the circulation of both..!!
Posted by steve.lloyd | January 30, 2012, 9:45 PMYes ! I am an octogenarian Canadian citizen of Indian origin living here for the last 46 years. I have been brought up also with ” READ THE HINDU EDITORIAL DAILY ” in my childhood in Chennai. The excellent english and the level of the news coverage is quite unique. Even the Pakistanis acknowledge this fact in their DAWN.
I only wish Hindu will publish my occasional letters to the editor, as it does from people inside India with similar views. They somehow get missed out.
Keep up the good work, anyhow.
Posted by V. K. Srinivasan | January 31, 2012, 7:05 AMWe have pages 1,2,4 et al of Hindu, being beaten only by Page 3 of TOI. Why not dump the TOI, all that info is available on the net. Hindu is as rightly pointed out, a collector’s item.
Posted by Sharada | January 31, 2012, 2:34 PMGuess this would bring some change in newspapers.. Would love to get back investigative journalism with meaning.
Posted by shiva | January 31, 2012, 3:02 PMMy day always starts with The Hindu. But when I visit Mumbai, I have to go to Churchgate Station to get the Hindu. Or get on line at hinduonline.com.
I wish The Hindu is available in Mumbai, all over the place!
Posted by Dr. Ramayya M | January 31, 2012, 3:28 PMMy day can start without breakfast, but not without The Hindu.”The King of News papers”.
Posted by p chandra sekhara Rao | January 31, 2012, 6:57 PMBoring newspapers are ideal for constipated people. Indubitably, they cannot do without it in the morning. A Breakfast can be missed with greater comfort.
Investigative newspapers that pursue the “Journalism of Courage” are courageously going bankrupt. Some newspapers are collectors items, others are for readers. Excellence in English keeps the newspaper for English professors and retired cognoscenti with no purchasing power. Chatpatta-Hinglish-Tamglish is what the demographically relevant segment wants; why the kolaveri di?
Posted by Svengali | February 2, 2012, 6:19 PMIf the Journalism of Courage is going bankruot, it is only for the ad skills of the Times of Today. And still we are worling here, with courage ofcourse, to deliver news of courage.
Posted by S Chatterjee | February 3, 2012, 3:24 PMGood luck to you and best wishes my friend. Investigative journalism (of courage) has moved to the electronic medium. You might consider moving to a hard hitting TV or online channel immune to the charms of Nira Radia(s). Breaking news is no longer the domain of newspapers – neither is courageous investigative journalism. That is the real reason for looming bankruptcy.
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Posted by Arnulfo Youse | February 6, 2012, 8:23 PMHi friends… i am with the Times…….The Hindu was looting us with a price tag of Rs 1300 per year / where as Times comes to us at a meager 289 & odd….
Times has short and sweet readable stuff where as The Hindu is a journal for the old and jobless ….
As it is the news arena is just full of scams / rape / political bullshitting / …so on and hence for those who use the news paper in the morning to move their bowels or drain down a cup of coffee……..you can decide what you want to buy at what price……..
According to me Times is reasonable n best on today’s terms…….
-karthic
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