DNA targets August 15 launch date, unveils campaign to get advance bookings – the ‘will book’ / ‘won’t book’ hoardings are up all over Mumbai.
Sure all marketing is centred around focused targeting-positioning but I have rarely seen targeting as blatant – or non inclusive as this. Which means, advertisers never say “this not our ideal consumer” – which is what DNA seems to be doing. While the ‘Will book’ shows trendy, upscale readers, the ‘Won’t book’ shows a different kind of reader.
er, different? DNA is not yet in the market and the newspaper has already decided – this is the kind of reader we want – and this is the kind we don’t? Rather presumptuous?
Why will he book?
…. And she not?
Or are these ads really not meant for the reader / consumer at all ? Sure the theme is you-reader-are-important-to-us-so-you-decide – the tone that competition has forced newspapers to adopt. The truth however is that newspaper (or any mainstream media vehicle) revenues come not from subscription but from advertising.
So are these ads really targeted at advertisers – look at the kind of readers we have – or hope to have?
And is anybody else offended by them as I was?
I am with you
Very good observation Charu….but it looks like media in India right now is really turning topsy-turvy.
These are the best of times, these are the worst of times……….
I don’t really know if these are the best of times, Sunil… I had hoped naively that competition would mean better content, better analysis and overall efficieny – but the market is turning oligopolistic – and each newspaper is trying its hardest to make sure the other is not better – pull them down rather than push myself up! lesser effort – and make sure the reader does not benefit in any way! 🙂
I didn’t ike this series of ads at all. You can’t judge your potential readers by how trendy they look/ where they live. With JAM we found some of our most loyal readers are from the so called ‘downmarket’ colleges. To them, the magazine means a lot more!
DNA’s teaser campaign is no longer teasing but irritating. They need to release the actual product but no – that’s another 2 months away…
true Rashmi, the ads are not even interesting any more – maybe they started of too early in the publicity game…
and the other thing about ‘typical reader’ – marketing companies always do this, don’t you think – they never learn – sometimes clients come to a group and say – but this is not what my target consumer looks like – and my question to them (mostly inaudible!) is – but how do you know? they have some ‘ideal’ consume rin mind and it turns out the real audience is nowhere like they imagined…
Will Book
i love dna it’s our choice
its mumbais own news paper, i book it & even i m waiting 4 launch please tell me the exact date
i want to suscribe DNA news paper please contact me on 09324016882