Archive for December 3rd, 2011

The curious case of The Times of India and HT

3 December 2011

Does the home-turf breed complacence?

Media specialist and author of The Indian Media Business, Vanita Kohli-Khandekar, makes an interesting observation in her column in Mid-Day, Bombay.

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“Mumbai is my hometown. In my growing up years we took only one newspaper at home—The Times of India….

“In 2003, I shifted to New Delhi. And TOI turned out to be a big surprise. It was and still is a crackling read in the capital. It has good reportage and some of the best analyses on any given news. In one instance of a murder story that I remember, Hindustan Times reported that an aunt was the only relative of a murder victim. TOI managed to trace that aunt, interview her and carried her picture.

“Funnily enough when I come to Mumbai, and I do that very frequently, Hindustan Times is the paper I prefer to read for exactly the same reason. It is a better read in Mumbai….

“This is not to say that TOI Mumbai or HT Delhi are bad but simply that they are better in the other’s City. Why do these two papers do a much better job in the home markets of their competitors? One reason seems obvious, there is strong incumbent competition. Mumbai has been TOI territory for decades. So when HT came here in 2005, it has had to work harder to woo readers, build up circulation and get ad revenues.

“Similarly Delhi is seen as HT‘s territory. So TOI works doubly hard there…. So competition always eggs brands to work harder.”

Read the full article: To read a good newspaper

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